Budweiser uses horsepower to promote non-alcoholic beer

Budweiser has chosen Canada as the first market for its new non-alcoholic beer, called Prohibition Brew, with a campaign launch featuring its iconic Clydesdale horses on the streets of downtown Toronto.

Canada was chosen as the first market because of its ethnic and geographic diversity, said Kyle Norrington, vice-president, marketing for Labatt, which markets the Budweiser beer brand in Canada.

“There’s a great opportunity for us to learn in Canada,” Norrington told Marketing.

Also, “Canadians are beer lovers  … We think there’s a big opportunity for a name brand like Budweiser” to grow in the non-alcoholic beverage market.

Steve had a blast at the Exhibition stables today to meet the iconic #Budweiser Clydesdales!! @budcanada pic.twitter.com/MvI46rIMul

— CP24 Breakfast (@CP24Breakfast) May 25, 2016

“The strength and respected reputation for taste of the Budweiser brand will go a long way towards bringing non-alcohol front and centre among beer fans,” he said.

The beer, which has 0% alcohol, is being pitched as an alternative to soft drinks at a time when consumers are moving away from “overly sweet beverages,” and seeking more non-alcohol options, said Labatt president Jan Craps in a statement.

The company said it had invested $6 million in specialized equipment to brew the non-alcoholic beer, which is part of a global commitment by its parent, Anheuser-Busch InBev, to ensure non- and low-alcohol beer represent at least 20% of its global beer volume by 2025.

Craps said it was part of the company’s initiatives to promote responsible drinking, “to taking action to positively changing drinking behaviours.”

Prohibition Brew started shipping to restaurants and retailers across Canada late last month, including grocery and convenience stores. The marketing campaign kicked off with taste tests in various venues. For example, samples of the non-beer were handed out over the Victoria Day long weekend at Webers, the well-known hamburger joint on Highway 11 in Ontario, a popular stop for people heading to and from cottage country.

The famous Budweiser Clydesdales were also brought up from their home in St. Louis to appear at events at Union Station, on CP24’s morning show and at a Toronto Blue Jays game.

Norrington said the campaign was starting out with experiential marketing and will ramp up in the weeks to come to include print, TV and out-of-home as well as social and digital elements.

Budweiser said it was one of the first to introduce non-alcohol beer during Prohibition in the 1920s, hence the name of the new product.

The agencies involved in the campaign include Anomaly for creative, Veritas for public relations, Mosaic for experimental marketing and UM for media buying.