On January 16, 1920, the Eighteenth Amendment went into effect, which prohibited the production, importation, transportation, and sale of alcoholic beverages in the United States. For 13 years, Prohibition was the law of the land and many were not pleased that alcohol was banned. One company that was extremely frustrated that Prohibition happened was Anheuser-Busch, the beer giant that was created in 1852 by Eberhard Anheuser and his son-in-law Adolphus Busch. Prohibition forced St Louis-based Anheuser-Busch to switch from making beer to manufacturing soft drinks, non-alcoholic malt beverages, ice cream, and malt extract. Finally, the Twenty-first Amendment was fully ratified on December 5, 1933, which repealed Prohibition and alcohol was legal once again. This holiday season, Budweiser celebrates the repeal of Prohibition with a beer inspired by an Anheuser-Busch beer recipe dating back before Prohibition.
Sadly, soon after the beer was developed in the early 20th century Prohibition went into effect and the brew was only available in the St. Louis area. The new beer is influenced by the recipe for the special old school beer that dates back to pre-Prohibition times. Anheuser-Busch InBev beer revealed Budweiser’s 1933 Repeal Reserve Amber Lager, which is a limited-time brew.
“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 Budweiser vice president Ricardo Marques. “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 reincarnation was “tweaked” a bit from the pre-Prohibition recipe and is a 6.1% ABV amber lager, higher than original Budweiser’s 5% ABV. The new beer “consists of a light, hoppy aroma and rich caramel-malt taste.” The 1933 Repeal Reserve Amber Lager comes packaged in “vintage Budweiser stubby bottles.” The limited-time beer is a holiday release that coincides with the 84th anniversary of the repeal of Prohibition.
To promote the 1933 Repeal Reserve Amber Lager, Budweiser teamed up with Lyft to give riders a chance to ride in a Prohibition-era car. Lyft will have five Budweiser-themed early 1900s vehicles for special rides back into time. However, the old school vehicles will only be available in New York City and are on a first-come-first-serve basis. The Lyft cars, which are only available between 3 p.m. and 7 p.m. on Wednesday, October 25. The Lyft rides will include tours of landmarks and neighborhoods that have historical references to Prohibition. You can sign up for the Lyft rides HERE.