Anheuser-Busch is releasing a limited-edition lager as part of its Budweiser brand, based on a recipe dating back to before prohibition.
Budweiser 1933 Repeal Reserve is inspired by an amber lager created and brewed by Adolphus Busch that was never widely distributed outside St. Louis, Missouri because of the start of American prohibition in 1920.
Now the brewing giant is launching the limited-time brew nationwide, with a name – 1933 Repeal Reserve – that celebrates the year in which prohibition was repealed.
“We are excited to mark the upcoming holiday season and the anniversary of the repeal of Prohibition with this new brew based on a forgotten recipe,” said Ricardo Marques, vice-president of Budweiser for Anheuser-Busch. “While Budweiser Repeal Reserve is a great tasting Amber Lager, it also tells the story of an important part of our history and gives reason for celebration.”
The amber lager boasts a light, hoppy aroma and a rich caramel-malt taste, AB said. As a nod to the pre-prohibition era, Repeal Reserve boasts a higher ABV than original Budweiser – 6.1% compared to 5% – and comes packaged in a vintage Budweiser stubby bottle.
As part of the launch, the brand is unveiling a fleet of antique cars in partnership with Lyft.
As part of the launch, the brand is bringing the prohibition era to life by unveiling a fleet of antique cars in partnership with Lyft, the ride-sharing app. For one day only, consumers in New York will have a chance to score the Bud Vintage Mode for a ride in an authentic vintage car and experience the 1930s at first hand.
“When Budweiser told us they wanted to offer a fleet of vintage cars to launch Repeal Reserve, we knew Lyft was the perfect option to celebrate the new recipe in a stylish and unexpected way,” said Melissa Waters, vice-president of marketing for the app. “We encourage everyone to make the right choice to drink responsibly and keep our roads safe, and that’s why we continue to team up with Budweiser, a brand that shares the same commitment.”
© FoodBev Media Ltd 2022
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