Budweiser Prohibition has teamed up with Love Island star and personal trainer, Gabby Allen, to unveil a fleet of beer floats that will travel the country giving away free Budweiser Prohibition to Britons, and helping them to drink smart throughout 2018. This campaign is part of AB InBev’s UK launch of Budweiser Prohibition Brew, the brand’s first alcohol-free beer.
To complement this, Budweiser is partnering with TimeOut to raise awareness of Prohibition Brew and give a helping hand to consumers looking to moderate their drinking this January. The partnership included a four-page cover wrap on January 16 issue, as well as the distribution of 50,000 product samples with each magazine at key stations across the capital. An additional 30,000 samples were distributed on January 18, targeting commuters as they start planning their weekends, who also might be tempted to break their alcohol-free resolution.
Budweiser Prohibition has also partnered with Street Feast to encourage those who want to moderate alcohol when they are out. Until February 3, Dinerama Shoreditch and Giant Robot Canary Wharf will host the first ever Budweiser Prohibition taste test, where people will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew. Winners receive their next Bud for free.
Time Out has also produced a digital hub, which will house four written features about the alcohol-free beer, sharing advice with Londoners on how they can make the most of going out with friends while moderating their alcohol consumption.
Sascha Cordes, senior brand manager at Budweiser, said: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first ever alcohol-free beer, and even more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond.
“People today are increasingly drinking less alcohol, as part of the broader healthy living trend. In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”
