Anheuser-Busch has released a new limited-edition 1933 Repeal Reserve, a Budweiser Amber Lager in celebration of prohibition's repeal.
Budweiser 1933 Repeal Reserve is inspired by an amber lager created and brewed by Adolphus Busch that did not get a chance to be distributed outside St. Louis, Missouri due to the start of American prohibition in 1920.
The new 1933 Repeal Reserve Amber Lager consists of a light, hoppy aroma and is claimed to have the taste of rich caramel-malt. In correspondence with the pre-prohibition era, the beer’s alcohol by volume (ABV) is 6.1%, rather than the regular 5%.
To continue the vintage appeal, Budweiser has packaged the beer in the vintage-styled study bottles.
Budweiser vice president Ricardo Marques said: "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.
"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."
To further continue with the vintage appeal, Budweiser has partnered with ride-hailing company Lyft to bring a fleet of antique cars.
On 25 October, New Yorkers above the age of 21 will have a chance to taste the 1933 Repeal Reserve lager and ride in authentic vintage cars between 3 and 7PM ET.
Lyft marketing vice president Melissa Waters said: "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.
"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."
