Prepared specially for

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Cover
Prepared specially for
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• Budweiser Marketing
• Budweiser Marketing efforts during the
  Prohibition era were developed to address
  societal pressures and, later, to instill
  confidence in American industry as it emerged
  from Prohibition and through The Great
  Depression.
• Pre-Prohibition
• Budweiser Spells Temperance and Budweiser
  Means Moderation Anheuser-Busch has been using
  moderation messaging in its advertising since the
  early 1900s. This series of ads from the 1910s
  were developed in an effort to combat the early
  prohibitionist movement.

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• Prohibition
• New Brew Budweiser Anheuser-Busch continued
  to produce
• Budweiser during the Prohibition years, but were
  required to de-alcoholize
• the brew in an effort to conform to the new law.

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Budweiser became popular by appealing to the
palate of working-class Americans and recent
immigrants seeking a refreshing, lighter brew in
the style of their native, European countries.
However, during Prohibition, many beer drinkers
became accustomed to the sweet taste of bootleg
beer. Budweiser worked diligently to maintain
its original flavor, and reinforced this message
during Prohibition era campaigns, such as these
ads from 1922.
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Post-Prohibition Early post-Prohibition
advertising celebrated the triumphant return of
Budweiser Something More Than Beer touting
the same high quality of beer that consumers came
to expect and trust from the brewer prior to
Prohibition, while maintaining Budweisers place
as a symbol of good living, sociability and
hospitality.
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The Budweiser Test One of Anheuser-Buschs
more successful marketing campaigns was the
reintroduction of Budweiser after the Repeal of
Prohibition. During Prohibition, beer drinkers
had become accustomed to the sweet taste of
bootleg beer. As breweries began to reopen, many
chose to produce sweet beers hoping to take
advantage of this new taste profile. For
Anheuser-Busch, the answer was never in doubt
Budweiser would continue to be brewed in its
original great American lager style. The Five
Day Test or Budweiser Test was a campaign
designed to re-educate beer drinkers. Consumers
found if they drank Budweiser for five days and
then tried a sweet beer, the traditional flavor
of Budweiser would always triumph. Introduced in
1935, the campaign was so successful that
variations of it lasted into the 1950s.
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As the reality of The Great Depression continued
to hit hard at America and American workers,
Budweiser responded with the Every Sip Helps
Somebody advertising campaign. Introduced in
1936 and carried through until 1939, this
campaign subtly reminded Americans of the impact
of the brewing industry on the economy,
agriculture, railroad and retail industries.