Budweiser to debut non-alcoholic ‘Prohibition’ brew in Canada as it chases near-beer lovers

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A can of Budweiser "Prohibition Brew" non-alcoholic beer.

TORONTO — Budweiser is launching its first non-alcoholic beer since Prohibition in Canada in the hopes of sating a growing thirst for near-beer.

Canadians have increasingly guzzled low- and non-alcoholic beverages in recent years, and Labatt, which has brewed Budweiser in Canada since 1980, is counting on that to continue.

“We see a big opportunity,” said Kyle Norrington, Labatt Canada’s vice-president of marketing.

Labatt already sells several other non-alcoholic beers in Canada, but the launch of Prohibition Brew next week will mark the first under the Budweiser brand name.

Anheuser-Busch InBev, the parent company, wants non- and low-alcohol beer to make up 20 per cent of its global beer volume by 2025.

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