Budweiser Prohibition will initially be available in 330ml cans, with additional formats planned for next year.
AB InBev made the announcement as part of its eighth annual Global Be(er) Responsible Day, which promotes smart drinking among the brewer’s staff and its customers.
The launch of Budweiser Prohibition is part of the continuing expansion of AB InBev’s low and no-alcohol portfolio in the UK, which already includes Beck’s Blue (0.05% ABV) and Bud Light (3.5% ABV), which arrived in the UK in March 2017.
The expansion of this portfolio is part of AB InBev’s Global Smart Drinking Goals, where the brewer has pledged to make 20% of all its beer volumes produced globally by 2025 low-to-no alcohol.
Low and no-alcohol trend
Low and no-alcohol beer has become a major drinking trend in recent years, with figures released by Nielsen in August 2017 revealing that Britons consumed a record 18.2m litres of low and no-alcohol beer in the past year. Sales in the past 12 months across the category are up by 20% in value and 17% in volume.
While many new brewers are seemingly chasing numbers and producing ever-stronger beers, there are a whole range of great lower-strength ales and lagers available for more mindful drinkers.
These beers are perfect for consumption during the week or when you’re just looking to take it easy and avoid that dreaded hangover the next day.
President of AB InBev North Europe Jason Warner 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.”
Helping pubs diversify
Budweiser UK marketing manager Rowan Chidgey said: “Budweiser Prohibition is for those who love beer, who will never sacrifice on quality or taste and want to enjoy freely. After all, beer isn’t about alcohol; it’s about using the best, natural ingredients and brewing with passion. We can’t wait for the UK to try it later this year.”
Last month, Big Drop Brewing Co founder Rob Fink told The Morning Advertiser that adding a greater choice of low alcohol and alcohol-free options could help pubs struggling to retain trade.
Fink said pubs needed to diversify their offerings and should recognise the increasing demand for more alcohol-free drinks choice.