When two of the biggest brands in liquor team up people take notice–especially when Clydesdales coming trotting down the streets of New York. This week, Budweiser and Jim Beam Bourbon will recognize and celebrate Repeal Day – the official end of Prohibition. December 5 will mark the 85th anniversary of the Repeal of Prohibition, and the two brands want to celebrate with fans responsibly.
Today (December 5th), the two brands are holding office-wide events and local bar takeovers. Budweiser will start with inviting employees to end the day early to celebrate, while both will encourage employees to toast their right to enjoy spirits at 5:32 pm – the exact minute Repeal was ratified 85 years ago. The two brands will also host Prohibition-era celebrations across the country.
People across New York City will enjoy Repeal Day alongside the Budweiser Clydesdales as they march through the streets delivering beer just like they did in D.C. to deliver the first legal batch of beer post-Prohibition. The Budweiser Clydesdales were first gifted to August A. Busch Sr. from his sons to celebrate Repeal and serve as a reminder of the prosperous days the company enjoyed prior to prohibition. Budweiser will also call upon beer drinkers everywhere to wear red bow tie as they enjoy their right to drink.
“Prohibition is not only a part of Budweiser’s longstanding history but America’s too,” said Monica Rustgi, vice president of marketing for Budweiser. “Each year, we use December 5th as an opportunity to appreciate the right to drink in America and we’re excited to extend the celebration to drinkers across the country.”
Jim Beam will commemorate the holiday with a range of retail programming including speakeasy parties across the country.
“Jim Beam’s been doing things the right way in Kentucky for over 200 years – even during Prohibition, when my great-granddadJames B. Beam waited until Repeal to rebuild our distillery and continue producing bourbon,” said Jim Beam’s 7th generation Master Distiller Fred Noe. “We figure the anniversary of Repeal may not be a national holiday, but it’s still grounds to celebrate. And we’re thrilled to raise a glass alongside our friends at Budweiser to honor this historic moment.”
The brands share impressive histories of persevering through Prohibition while they were unable to produce their signature products. Both brands have thrived in the decades since Repeal; and earlier this year, Budweiser Brewmasters and Jim Beam’s 7th Generation Master Distiller Fred Noe came together to create a first-ever collaboration brew, Budweiser Reserve Copper Lager. It will serve as the third installment in Budweiser’s Reserve Collection and is now on shelves.
