A New (Old) Budweiser Hits Shelves
By Steve Holtz on Oct. 26, 2017NEW YORK -- You didn't see it at the NACS Show a week earlier, but Anheuser-Busch debuted a brand new (old) beer Oct. 23.
Budweiser 1933 Repeal Reserve Amber Lager is a limited-edition brew that aims to give beer drinkers "the chance to experience and taste history."
The recipe behind Repeal Reserve dates back to the pre-Prohibition era, when Adolphus Busch created and brewed an Amber Lager for his friends and local community to enjoy, the company said. Due to the onset of Prohibition in 1920, the beer didn't have a chance to be distributed widely outside the St. Louis area until now. Budweiser is releasing this historically inspired recipe nationwide to celebrate the anniversary of the repeal of Prohibition (Dec. 5), the company said.
Here’s a look at the release and two other new products to consider …
Budweiser 1933 Repeal Reserve Amber Lager
"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 Ricardo Marques, vice president, Budweiser. "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 amber lager consists of a light, hoppy aroma and a rich caramel-malt taste, the company said. As a nod to the pre-Prohibition era, Repeal Reserve boasts a higher alcohol by volume (ABV) than original Budweiser—6.1% vs. 5%. And, inspired by the earlier style of beers, new Repeal Reserve comes packaged in a vintage Budweiser stubby bottle.
As part of the launch, the brand is bringing the Prohibition era to life by unveiling a fleet of antique cars in partnership with Lyft, Budweiser's safe-rides partner.
New York-based A-B also will launch a full marketing campaign for the beer release, including new TV commercials, digital content and Clydesdales appearances. Budweiser is also partnering with Drizly to deliver a taste of history to beer drinkers across the country with a special code for $5 off their first purchase of 1933 Repeal Reserve, using the code Prohibition.
Heineken H41
Heineken USA released H41, a limited-edition lager brewed using a rare “mother” yeast discovered in Patagonia. The discovery inspired the brand’s master brewers to create a new lager, playing with the newly discovered yeast to unlock a spectrum of new flavors.
H41 represents a new beer style—Wild Lager—a lager beer made with a yeast found in nature, characterized by a fuller taste, with spicy notes balanced by subtle fruity hints, the White Plains, N.Y.-based company said. This limited edition is a new beer “that will push the boundaries of lager, and play a unique role in the market, as there are no other lagers with this unique taste,” it said. The company plans to follow up the new release with future Wild Lager Explorations of its other beer brands.
The name H41 is derived from the latitude coordinate of the beech forest in Patagonia where this yeast was discovered: 41 South; the H stands for Heineken.
H41 lager will be available at select bars in New York City on draft at 5.3% ABV, slightly higher than original Heineken’s 5.0% ABV.
Angry Orchard Pear
Boston Beer Co.’s Angry Orchard Cider Co. brought its new Angry Orchard Pear to store shelves this fall.
Angry Orchard Pear is made with a blend of domestic culinary pears and apples grown in the United States. The style “provides a fresh take on traditional hard cider and is refreshing, versatile and perfect to enjoy during all the season’s relaxing moments,” the Walden, N.Y.-based company said.
"Our new Pear hard cider is a style that reaches beyond just apples," said Ryan Burk, head cider maker at Angry Orchard. “We found great harmony and interplay between the pear and apple fruit varieties, ultimately delivering a crisp, fruit forward taste.”
Gluten-free Angry Orchard Pear (5.0% ABV) is available nationwide in six-packs for a suggested retail price of $7.99-$9.99.