Budweiser Releases Pre-Prohibition Brew

The limited-edition 1933 Repeal Reserve Amber Lager celebrates the repeal of Prohibition.

October 24, 2017

NEW YORK – Budweiser is releasing this week its limited-edition 1933 Repeal Reserve Amber Lager, a recipe that dates 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 St. Louis area. Now, Budweiser is releasing this recipe nationwide to celebrate the repeal of 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 of 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."

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 will have a chance to ride in an authentic, vintage car to experience the 1930’s first-hand, between the hours of 3:00-7:00 pm ET by visiting www.lyft.com/BudVintageMode. During the specialized ride, passengers will cruise through New York, passing landmarks and neighborhoods that were integral to Prohibition, while learning about the newly released beer.

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