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Anheuser-Busch InBev, Beam Suntory to co-host Repeal Day campaign

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Anheuser-Busch InBev and Beam Suntory have ramped up a marketing partnership over their two main brands with a Budwesier and Jim Beam campaign celebrating Prohibition's repeal.

The campaign celebrates the 85th anniversary of the end of Prohibition

The campaign celebrates the 85th anniversary of the end of Prohibition

On Wednesday, the 85th anniversary of the end of US regulation outlawing alcohol, the Budwesier beer and Jim Beam Bourbon brands will co-host Repeal Day celebrations across America. Alongside a New York City march, the activation will encourage employees to leave work early for a "national toast" at 5:32pm - the exact minute the repeal was ratified.

Both brands are also hosting office-wide events and local bar takeovers across the country and have launched a Prohibition-era bow tie.

The co-campaign follows distiller Beam Suntory and brewer A-B InBev coming together in April to launch Reserve Copper Lager, a Budweiser beer aged with Jim Beam Bourbon barrel staves. Speaking to just-drinks in June, Beam Suntory's then-global CMO Rebecca Messina discussed the Jim Beam link-up with Budweiser. Messina said the idea came from A-B InBev.

Messina left Beam Suntory in September and is now CMO for Uber.

"Our latest campaign was fuelled by simply looking at Google" - Click here for just-drinks' exclusive interview with Rebecca Messina from earlier this year


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