Budweiser is giving New York 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 wasn’t distributed widely outside the St. Louis area, but Budweiser is now releasing the historically-inspired recipe across the US to celebrate the Repeal of Prohibition, which took place on December 5th, 1933.
To promote the new limited-edition 1933 Repeal Reserve Amber Lager, Budweiser is partnering with ride-share app Lyft and unleashing a fleet of vintage cars in Manhattan, New York, tomorrow (Wednesday, October 25th, 2017).
“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.”
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 25th, New Yorkers aged 21 and over will have a chance to enjoy the Bud Vintage Mode and experience a ride in an authentic, vintage car. They can register for the rides by visiting www.lyft.com/BudVintageMode.
During the specially-designed ride, passengers will cruise through the streets of New York, passing landmarks and neighbourhoods 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.”
Budweiser is also partnering with online beer delivery company Drizly, with a special code for $5.00 off their first purchase of 1933 Repeal Reserve, using the code Prohibition.
Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes.
Lyft, founded in 2012, is the fastest-growing ride-share company in the U.S and is available to 95% of the US population.