AB InBev has announced it will introduce an alcohol-free Budweiser Prohibition beer in the UK as it aims to offer more choice for consumers.
The company claims that the beverage has its roots in US brewing history, with the very first batches produced during the US Prohibition era in the 1920s, where a nationwide constitution ban was imposed on the production, transportation and consumption of alcoholic beverages.
The alcohol-free beer is brewed to the same recipe, using a beech wood ageing process and exacting standards as Budweiser, only without the alcohol.
Budweiser Prohibition will initially be available later this year in 330ml cans, with additional formats planned for next year.
The product launch marks the continuing growth of AB InBev’s low and no-alcohol line in the UK, which already includes Beck’s Blue and Bud Light.
The expansion of this portfolio is part of AB InBev’s Global Smart Drinking Goals, in which the brewer has pledged that 20% of all its beer volumes produced globally by 2025 will be low-to-no alcohol.
Speaking of the launch, AB InBev president of North Europe Jason Warner said: “As well as a great-tasting beer and iconic brand, it is a clear signal of our commitment to smart drinking. As part of our Global Smart Drinking Goals, we’re bringing great products to market so consumers can have more choice.”
Budweiser UK marketing manager Rowan Chidgey added: “Budweiser Prohibition is for those who love beer, who will never sacrifice on quality or taste and want to enjoy freely. After all, beer isn’t about alcohol; it’s about using the best, natural ingredients and brewing with passion. We can’t wait for the UK to try it later this year.”
Anheuser-Busch released figures last year stating that one third of UK consumers had tried alcohol-free beer. A Nielsen study from August 2017 revealed that Britons consumed a record 18.2 million litres of low and no-alcohol beer in the past year.
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