Budweiser’s latest launch showcases pre-Prohibition recipe

NEW YORK — Budweiser is taking its consumers back in time with its latest launch. The limited-edition 1933 Repeal Reserve Amber Lager is brewed from a pre-Prohibition recipe created by Adolphus Busch that didn’t see distribution beyond St. Louis, Mo., due to the 18th Amendment.

"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," Budweiser VP Ricardo Marques said. "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, at 6.1% alcohol-by-volume, has a higher ABV than original Budweiser’s 5%, and it comes packaged in a vintage Budweiser stubby glass bottle.

In a move to promote the beer, Budweiser is partnering with ride hailing app Lyft to offer a Bud Vintage Mode ride to Manhattan Lyft riders, who will get a ride in a vintage car between 3 p.m. and 7 p.m. on Oct. 25. Passengers will see landmarks and neighborhoods that were integral to Prohibition and learn about the 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."

Also as part of the marketing around the product, Budweiser is working with alcohol delivery service Drizly to offer consumers $5 off their first purchase of 1933 Repeal Reserve with the code Prohibition.

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