Budweiser Canada’s new Prohibition Brew

Press release

Uncompromising taste in an uncompromising non-alcohol beer

Budweiser Canada today revealed that Canadians will be the first in the world to be introduced to Budweiser Prohibition Brew, a naturally-brewed beverage designed to elevate perceptions of non-alcoholic beer as a smart and refreshing choice for just about any occasion. The newest brand in the Budweiser family delivers a truly great-tasting lager for adults to enjoy at any time and any place – and often instead of soft drinks.

“With consumer trends moving away from overly sweet beverages, the time is ripe to leverage the power of Budweiser to provide beer lovers with an innovative option that frees them to enjoy the flavour and refreshment of Budweiser without the alcohol, whenever and wherever,” said Labatt’s President, Jan Craps.

Labatt’s substantial commitment to the new brand – including $6 million in specialized equipment to brew the non-alcoholic beer – also reflects the importance of Budweiser Prohibition Brew to Anheuser-Busch InBev’s global commitment to ensure no- and lower-alcohol beers represent at least 20% of its global beer volume by 2025.

“For more than three decades, Labatt has invested in a variety of initiatives to promote responsible drinking and discourage harmful drinking in Canada,” said Mr. Craps. “Our global Smart Drinking Goals show that we’re committed to evolving to the next level, by going beyond simply raising awareness to taking action to positively changing drinking behaviors.”

Budweiser Prohibition Brew leverages the latest de-alcoholization technology to create a beer that has 0.0% alcohol by volume and yet delivers the great taste of Budweiser. Naturally crafted using the same key ingredients, yeast, choice hops, pure filtered water, and a distinctive beechwood aging process as classic Budweiser, the new lager is designed for adults who want to experience a non-alcoholic beverage with all the credentials of Canada’s best selling beer.

“Canada is the perfect country for the global launch of Prohibition Brew because Budweiser is already the number one beer across the country,” said Kyle Norrington, vice president, marketing for Labatt. “As Canada’s favourite brand, Budweiser Canada is ideally positioned to help Canadians rethink their choices. The strength and respected reputation for taste of the Budweiser brand will go a long way towards bringing non-alcohol front and centre among beer fans.”

In response to growing global demand for less-sugary refreshment beverage options for any time or occasion, Budweiser Prohibition Brew will be available at restaurants and retailers – including grocery stores, convenience stores, select liquor stores, and even fast food outlets – for anytime enjoyment.

“With 0.0% alcohol, Budweiser Prohibition Brew is an ideal choice for a work lunch or casual afternoon with friends, as well as designated drivers and people with active lifestyles,” said Mr. Norrington. “Our goals are to empower consumers with choice and change social norms, and this beer will achieve both.”

The name of the new beer ties back to the brand’s brewing credentials and heritage, and the rebellious spirit of 1920s speakeasies that gave consumers the liberty of choice during the Prohibition Era. Also, Budweiser was one of the first to introduce non-alcohol beer so that beer lovers could still enjoy beer during the 1920s. Now the King of Beers is bringing it back, better-than-ever and almost a century later, with Budweiser Prohibition Brew.

About Budweiser

Budweiser – the King of Beers since 1876 – has been proudly brewed in Canada for more than 30 years. Crafted with only the finest ingredients – without artificial ingredients, additives or preservatives – Budweiser has a clean, crisp, distinctive flavour that is the result of a unique beechwood aging process. As Canada’s leading beer, the brand holds itself to the highest standards in not only brewing but also in promoting responsible drinking and road safety. Through the Budweiser Good Sport Program, Budweiser partners with sports teams such as the Toronto Blue Jays, Toronto FC, Vancouver Canucks, Winnipeg Jets and other major league teams to promote responsible drinking and the use of designated drivers. Budweiser is a brand of Labatt, which has a three-decade track record for working to help keep Canada’s roads safe, often in partnership with others such as Arrive Alive, Ontario Students Against Impaired Driving, Operation Nez Rouge, law-enforcement, and the entire industry as Partners for Safer Communities.

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