During the 1920s Prohibition era, more than half of all breweries in the U.S. shuttered their doors. But not Budweiser. The brand introduced a non-alcoholic (NA) variant to see them through. For Budweiser, the brew was an icon of perseverance in a time of adversity. We decided to resurrect that story with the launch of Budweiser Prohibition Brew, creating the most confident NA beer the world has ever seen.
After an immersion in the Budweiser archives from the 1920s, the team drew inspiration from the period’s label, picking up heritage elements to regale consumers with the beer’s origin story. jkr also crafted the campaign’s tagline that would launch the product into the world. “Enjoy Freely” became the invitation for consumers to try Budweiser Prohibition Brew: a non-alcoholic beer for true beer-lovers.
Budweiser Prohibition Brew launched in Canada in 2016. The brand saw immediate success, changing perceptions of what an NA beer could be and driving trial for a new American icon.