Budweiser is launching 1933 Repeal Reserve, a new amber lager based on a pre-Prohibition recipe created by Adolphus Busch to share with his friends and local communities. It wasn’t distributed much beyond St. Louis because of the advent of Prohibition.
To highlight the launch, Budweiser is partnering with Lyft to put a fleet of antique cars on the streets of Manhattan.
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 ET by visiting www.lyft.com/BudVintageMode. During the specialized ride, passengers will cruise through the famous streets of New York, passing landmarks and neighborhoods that were integral to Prohibition, while learning about the newly released beer.
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.
“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, vp-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.