The stubby bottle release of Budweiser 1933 Repeal Reserve Amber Lager comes with a bit of confusion. No, this is not the Bud made available in March 22, 1933, when President FDR signed the Cullen-Harrison Act that authorized the sale of 3.2% beer in the United States. Rather, this 1933 Repeal is a re-creation of a pre-prohibition recipe created by Adolphus Busch, before his death in 1913.
For those who have been conditioned to think that the name Budweiser is an evil word and nothing produced by them is worth considering: Think again. Perhaps the historical significance of this beer would be easier to understand, if you looked at Maureen Ogle’s book, Ambitious Brew: the story of American beer. This Reserve Amber Lager captures the American imagination with a substantially malty, delicious beer.
The marketing war over what is craft, and what is not, continues unabated. But, as always, it is the recipe that captures the conscience of the Beer Doctor. I pity the folks who are so caught up in their neoliberal vision of business righteousness, that they can not see that the owners of the brewing industry, whether it is Ken Grossman, Jim Koch, Larry Bell, Dick Yuengling, or Carlos Brito, all share one thing in common. Their job is still sell more of their beers.
It is almost somewhat ridiculous to blame the brewing industry troubles on Anheuser-Busch InBev alone. Their world famous Budweiser has seen a 5% drop in US sales. In fact, despite massive spending on professional sports advertising, both Bud and Bud Light have seen a decline in demand that continues. Does that mean the introduction of 1933 Repeal will turn this corporate sized ship around? Probably not.
The marketing of this new brand has not reached Bud fans very much. In conversations at grocery stores and beer caves, I asked folks who buy Bud on a regular basis if they had heard anything about this new beer? The vast majority did not, even when I pointed out it had been advertised during the World Series. The blank looks I received from shop owners for my inquiries, was similar to when I asked, for months, whether anyone had Leinenkugel’s 150th Anniversary Lager. It seems that a macro specialty beer is a mysterious production, that sometimes even the sales rep knows very little about.
I began to wonder what demographic is 1933 aimed at? The loyal Bud drinker, the kind who drink their Bud with ice, will probably resist the robust flavor found here in 6.1% strength. The famous craft beer crowd who object to anyone questioning their good versus evil narrative, will not touch this beer. So who is left? Just about everyone with an open mind. All I can say is that Budweiser 1933 Repeal Reserve Lager is a great recipe. Proof that a Macro Brewery can produce a great tasting beer that everyone can enjoy.
The Beer Doctor