Home » News » Budweiser Goes Alcohol-Free with New Prohibition Brew

Budweiser Goes Alcohol-Free with New Prohibition Brew

May 26, 2016 10:00 AM | News

Budweiser Prohibition Brew

Budweiser Prohibition Brew (CNW GROUP / BUDWEISER)

Budweiser is banking on a new non-alcoholic brew as its newest brand of lager as the summer patio season heats up.

Budweiser Prohibition Brew is part of the company’s $6 million investment in specialized equipment to brew the non-alcoholic beer. By 2025, Budweiser expects no- and lower-alcohol beers to represent at least 20% of its global beer volume.

The new brew is crafted using the same key ingredients of yeast, choice hops, pure filtered water, and a beechwood aging process beer-drinkers will recognize as classic Budweiser.

“Our goals are to empower consumers with choice and change social norms, and this beer will achieve both,” said Kyle Norrington, vice-president, marketing for Labatt.

Canada is the first country for Prohibition Brew as part of Budweiser’s larger global launch.

The beer-maker touts the brew as the perfect beverage for designated drivers and those looking for to sip over a work lunch or casual afternoon with friends.

Tags: Beer | Canada