Norrington said a glitzy roll-out was needed to get the attention of beer-loving Canadians who never considered a non-alcoholic brew. Labatt paraded the famous Budweiser Clydesdales in front of Toronto’s Union Station Wednesday to launch the new beer. Those products currently account for nine per cent of brewing giant’s global sales. Parent company Anheuser-Busch InBev wants non-and low-alcohol products to make up 20 per cent of its global sales volume by 2025. That’s the future, and that’s exactly what we’ve done,” he said. Someone needed to take the time and effort to make one that tastes delicious. “There is some stigma around the taste of non-alcoholic products. Norrington said he sees a major opportunity in improving the quality and taste of non-alcoholic beer, which has been traditionally been relegated to a dusty bottom shelf in the beverage aisles of grocery stores. Canada is the first market to sell Prohibition Brew ahead of a wider release. Labatt reportedly poured $6-million into its London, Ont. Labatt already sells several non-alcoholic beers in Canada, but Budweiser Prohibition Brew is the company’s most ambitious effort to date.
I can’t imagine a lot of restaurants that cater to families are going to take that risk,” said marketing expert Tony Chapman.Ī customer service representative for Pizza Nova confirmed to CTVNews.ca that anyone, regardless of age, can purchase it, but noted that it “feels weird to me.” “If it shows up at McDonalds people will be talking about how it’s a Trojan horse to get kids to drink beer. However, since it has no alcohol, sales to minors are legally allowed. Norrington says Prohibition Brew is an adult beverage marketed to adults. “We spent the time and effort to make sure we crafted the product so that beer lovers can enjoy it anytime any place.” Nobody has done that kind of stuff before,” said Kyle Norrington, Labatt Canada’s vice-president of marketing. “The next time you go buy a slice from Pizza Nova - one of the biggest pizza chains in Ontario - you’re going to see an opportunity to buy a non-alcoholic Budweiser. While Canadian thirst for low and non-alcoholic beverages has grown in recent years, selling “near-beer” in family friendly-fast food eateries threatens to spark some outrage. It also opens up new distribution channels for Labatt in Canada’s increasingly crowded beer market. The new buzz-free Budweiser targets health-conscious drinkers who want to avoid alcohol. It's great for adding a strong umami backbone to stews and braises, but it isn't what I want for this sauce.The Labatt Brewing Company is targeting fast food chains and unlicensed food trucks with a new non-alcoholic beer dubbed “Budweiser Prohibition Brew.” After cooking fresh tomatoes, all of the larger solids are strained out, then the resulting juice is slowly cooked down to a moisture content of 76% or less. Tomato paste is concentrated tomato juice.Leave the purée on the shelf for this sauce. It makes a good shortcut for quick-cooking sauces, but the sauce will lack the complexity it gets from slowly reducing a less-processed tomato product. Tomato purée is a cooked and strained tomato product.Because of this fact, it's generally better to avoid crushed products and opt instead to crush your own whole tomatoes. There are actually no controls on the labeling of crushed tomatoes, so one brand's "crushed" may be a chunky mash, while another's could be a nearly smooth purée.
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