Look, I’m no historian. I’m just an adult who drinks a lot. But from everything I've seen in life, I’d have to say Prohibition was pretty good to Budweiser.
In my vague understanding, the United States was once some kind of mesmeric Narnia of small independent local craft breweries until 1920 struck. And when the nation woke up, there was Budweiser and, like, only that for 50 shitty odd years, the battlefield picked clean by corporate beer as a few lucky Ballantines and Pabsts wriggled away.
What I'm trying to say is, Budweiser has a new beer. It’s called Repeal Reserve Amber Lager and, in a press release, the “historically inspired” recipe behind it “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.”
Mostly available in the St. Louis area, the recipe Adolph used never had the chance to become the smashing nationwide success the company’s lager would later become. But now, just maybe, on a wing and a prayer and a massive-ass marketing budget, it just may finally have a chance to captivate the country’s heart. That’s the So You Think You Can Dance sob-story.
So yeah, Budweiser has a new beer. And it’s an amber. And maybe it'll be an enjoyable new option to get charged $14.99 for at an upcoming sporting event or live concert. And hey, alright, it comes in at 6.1% ABV compared to the yellow stuff’s 5%. We like where that is going.
There’s also a groovy new bottle that looks like something you'd hurl at the stage during a Blues Brothers show. And check this out, it looks like the current Adolphus Busch is vocally supporting medical marijuana in Missouri, lest anyone thinks they’re all just jumping on the Repeal Day bandwagon or anything here. We learned that when we were Googling whether the original Adolphus was any kind of a Nazi or anything. Turns out, we had the wrong Bush.
Anyway, the possibly bad news at this point is that this is a limited edition. You know, we’re guessing, unless you really like it and write letters or something.
And to celebrate the launch today, Budweiser is teaming up with Lyft for rides in a vintage car for some kind of historical Prohibition-era tour of New York. It’s called Bud Vintage Mode. Which is funny. Right?