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‘Here’s To Beer’ Toasts The 73rd Anniversary Of Prohibition’s Repeal
April 6 , 2006
Anheuser-Busch Encourages Americans to Celebrate Beer’s Return on April 7
ST. LOUIS (April 6, 2006) – As part of its “Here’s To Beer” industry development campaign, Anheuser-Busch is joining beer lovers across the country in celebration of the 73rd anniversary of the end of Prohibition on April 7. To commemorate the repeal of Prohibition and return of beer, the leading U.S. brewer encourages adult consumers to visit their favorite bar or restaurant to raise a toast to beer.
The company will run a “Here’s To Beer” print ad in USA Today, encouraging adult consumers to celebrate April 7 and visit www.herestobeer.com, where they will find information on beer’s history, different styles of beer and the “Who Would You Have a Beer With?” consumer contest. The grand prize winner will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.
An amendment to Prohibition legalized beer with 3.2 percent alcohol by weight (4.0 percent by volume) starting on April 7, 1933. From that date on, the country’s brewers were back in business and Americans enjoyed legal beer for eight months before wine and hard liquor were once again legitimate.
“The repeal of beer’s prohibition is one of our happiest anniversaries,” said Robert C. Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. “After being deprived of legal alcohol for 13 years, thirsty Americans were again able to come together with family and friends to share a beer. This is truly a day to celebrate.”
August A. Busch, Sr. was at the helm of Anheuser-Busch, Inc. at the time of Prohibition. He could not afford to let the brewery’s 70 city blocks of buildings and equipment sit empty and was committed to keeping employees employed. During Prohibition, Anheuser-Busch built truck bodies and refrigerated cabinets; manufactured barley malt syrup and ice cream; and entered the baker’s yeast business. From 1920 - 1927, more than 26 new products – including a non-alcohol version of Budweiser – were introduced to keep the company in business.
“While much of what was tried during Prohibition didn't outlast repeal, it was August Busch, Sr.’s vision, innovation and determination to keep his company going that marked him as the brewing industry’s leader during its darkest period,” said Bill Vollmar, Anheuser-Busch historian. “Since he was able to keep many of his skilled workers employed and his equipment up to date during this difficult time, Anheuser-Busch found itself well positioned to begin producing beer as soon as Prohibition ended.”
When national Prohibition was repealed on April 7, 1933, it was truly a moment to celebrate. While more than half of the nation’s brewers closed their doors forever when Prohibition began, those who survived began to rebuild and prosper.
Today, the U.S. brewing industry is a dynamic part of our national economy, contributing billions of dollars in wages and taxes. According to the Beer Institute, the industry today includes more than 2,400 brewers and beer importers, 1,908 beer wholesalers, and 551,000 retail establishments. The industry’s economic ripple effect benefits packaging manufacturers, shipping companies, agriculture, and other businesses whose livelihood depends on the beer industry. Directly and indirectly, the beer industry employs approximately 1.78 million Americans, paying them $54 billion in wages and benefits. The industry pays more than $30 billion in business, personal and consumption taxes, including $9.2 billion in excise taxes.
In February, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s To Beer” consumer Web site has averaged more than 100,000 hits per month.
April 6 , 2006
Anheuser-Busch Encourages Americans to Celebrate Beer’s Return on April 7
ST. LOUIS (April 6, 2006) – As part of its “Here’s To Beer” industry development campaign, Anheuser-Busch is joining beer lovers across the country in celebration of the 73rd anniversary of the end of Prohibition on April 7. To commemorate the repeal of Prohibition and return of beer, the leading U.S. brewer encourages adult consumers to visit their favorite bar or restaurant to raise a toast to beer.
The company will run a “Here’s To Beer” print ad in USA Today, encouraging adult consumers to celebrate April 7 and visit www.herestobeer.com, where they will find information on beer’s history, different styles of beer and the “Who Would You Have a Beer With?” consumer contest. The grand prize winner will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.
An amendment to Prohibition legalized beer with 3.2 percent alcohol by weight (4.0 percent by volume) starting on April 7, 1933. From that date on, the country’s brewers were back in business and Americans enjoyed legal beer for eight months before wine and hard liquor were once again legitimate.
“The repeal of beer’s prohibition is one of our happiest anniversaries,” said Robert C. Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. “After being deprived of legal alcohol for 13 years, thirsty Americans were again able to come together with family and friends to share a beer. This is truly a day to celebrate.”
August A. Busch, Sr. was at the helm of Anheuser-Busch, Inc. at the time of Prohibition. He could not afford to let the brewery’s 70 city blocks of buildings and equipment sit empty and was committed to keeping employees employed. During Prohibition, Anheuser-Busch built truck bodies and refrigerated cabinets; manufactured barley malt syrup and ice cream; and entered the baker’s yeast business. From 1920 - 1927, more than 26 new products – including a non-alcohol version of Budweiser – were introduced to keep the company in business.
“While much of what was tried during Prohibition didn't outlast repeal, it was August Busch, Sr.’s vision, innovation and determination to keep his company going that marked him as the brewing industry’s leader during its darkest period,” said Bill Vollmar, Anheuser-Busch historian. “Since he was able to keep many of his skilled workers employed and his equipment up to date during this difficult time, Anheuser-Busch found itself well positioned to begin producing beer as soon as Prohibition ended.”
When national Prohibition was repealed on April 7, 1933, it was truly a moment to celebrate. While more than half of the nation’s brewers closed their doors forever when Prohibition began, those who survived began to rebuild and prosper.
Today, the U.S. brewing industry is a dynamic part of our national economy, contributing billions of dollars in wages and taxes. According to the Beer Institute, the industry today includes more than 2,400 brewers and beer importers, 1,908 beer wholesalers, and 551,000 retail establishments. The industry’s economic ripple effect benefits packaging manufacturers, shipping companies, agriculture, and other businesses whose livelihood depends on the beer industry. Directly and indirectly, the beer industry employs approximately 1.78 million Americans, paying them $54 billion in wages and benefits. The industry pays more than $30 billion in business, personal and consumption taxes, including $9.2 billion in excise taxes.
In February, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s To Beer” consumer Web site has averaged more than 100,000 hits per month.