Budweiser to launch ‘Prohibition’ beer in UK

Brewing giant AB InBev has announced it will be launching an alcohol free version of Budweiser in the UK this year as it continues to expand its low and alcohol-free portfolio.

The beer, called ‘Prohibition’ as it was first brewed during the US Prohibition of the 1920s and ‘30s, is reportedly brewed to the same recipe as Budweiser, simply without the alcohol.

The announcement coincided with the companies eighth annual ‘Global Be(er) Responsible Day, which promotes smart drinking among the brewer’s staff and its consumers.

AB InBev is also seeking to expand its low and alcohol-free range – which already includes Beck’s Blue and Bud Light – as well as to keep it on track to meet its stated goal of 20% of its volumes being low of alcohol-free by 2025.

There has been a noted rise in consumption of low alcohol beers in recent years with analysts Nielsen revealing this August that the UK had consumed a record 18.2 million litres of low and no-alcohol beer in the past year.

Jason Warner, president of AB InBev North Europe said: “The no-alcohol beer category has been waiting for a major player to come in with something new and innovative and what better day to announce we’re bringing the King of Beers’ brother, Budweiser Prohibition, to the party than Global Be(er) Responsible Day?

“As well as a great-tasting beer and iconic brand, it is a clear signal of our commitment to smart drinking. As part of our Global Smart Drinking Goals, we’re bringing great products to market so consumers can have more choice.”

The beer will be released “later this year”, initially just in 330ml cans with other formats following in 2018.