During the Prohibition era, more than half the breweries in the U.S. shut their doors. But not Budweiser. The brand introduced a non-alcoholic (NA) variant to see them through. For Budweiser, the brew was an icon of perseverance in a time of adversity.

We decided to resurrect that story with the launch of Budweiser Prohibition Brew, creating the most confident NA beer the world has ever seen.

After an immersion in the Budweiser archives from the 1920s, we drew inspiration from the period’s label, picking up heritage elements to regale consumers with the beer’s origin story.

Designed By: jones knowles ritchie

Client: Budweiser

Executive Creative Director: Tosh Hall

Designer: Paul Sieka

Illustrator: Filip Yip

Photographer: Martin Wonnacott

Copywriter: Jen Chandler

Account Director: Phil Buhagiar

Sr Account Manager: Josh Griffin

Typographer: Ian Brignell

Location: New York, NY