Press release
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october 24, 2017 - Anheuser Busch
Budweiser Releases New Brew Based on an Anheuser-Busch Recipe Once Halted by Prohibition
New Limited-Edition 1933 Repeal Reserve – a #budweiser Amber Lager in Celebration of Prohibition’s Repeal - Hits Shelves Today
Budweiser is giving beer lovers the chance to experience and taste history with the release of its limited-edition 1933 Repeal Reserve Amber Lager. The recipe behind Repeal Reserve dates back to the pre-Prohibition era when Adolphus Busch created and brewed a special Amber Lager for his friends and local community to enjoy. Due to the onset of #prohibition in 1920, the beer didn’t have a chance to be distributed widely outside the #stlouis area… until now. Beginning today, #budweiser is releasing this historically inspired recipe nationwide to celebrate the Repeal of #prohibition.
The #prohibition era marks a defining moment for the #greatamericanlager, as the brand, and the country, faced 13 years without a drop of beer. Budweiser’s limited-edition 1933 Repeal Reserve is brewed to recognize and raise a cold one to America’s determination through #prohibition.
"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, #budweiser. “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 consists of a light, hoppy aroma and a rich caramel-malt taste. As a nod to the pre-Prohibition era, Repeal Reserve boasts a higher ABV than original #budweiser – 6.1% vs. 5%. And, inspired by the earlier style of beers, new Repeal Reserve comes packaged in a vintage #budweiser stubby bottle.
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, Budweiser’s preferred safe rides partner. On Wednesday, October 25, New Yorkers (21+) will have a chance to score the Bud Vintage Mode for a ride in an authentic, vintage car to experience the 1930’s first-hand, between the hours of 3-7 pm EST by visiting www.lyft.com/BudVintageMode. During the specialized ride, passengers will cruise through the famous streets of #newyork, passing landmarks and neighborhoods that were integral to #prohibition, while learning about the newly released beer.
“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, #lyft. “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.”
From #newyork and beyond, fans can experience a taste of history with #budweiser as part of Repeal Reserve’s full marketing campaign inclusive of new TV commercials, digital content and Clydesdales appearances. #budweiser is also partnering with Drizly to deliver a taste of history to beer drinkers across the country with a special code for $5.00 off their first purchase of 1933 Repeal Reserve, using the code Prohibition.
To score a ride in the Bud Vintage Mode with #lyft visit www.lyft.com/BudVintageMode. For more information on 1933 Repeal Reserve, visit #budweiser on Twitter, Instagram, Facebook and YouTube.
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