Budweiser Prohibition has teamed up with Love Island start and personal trainer, Gabby Allen, to unveil a fleet of ‘beer floats’, which will travel the country to give away free Budweiser Prohibition Brew. The campaign is part of ABInbev’s UK launch of the beer, which is the brand’s first alcohol-free variant.

Budweiser is also partnering with TimeOut to raise awareness of the new Prohibition Brew; this included the distribution of 80,000 product samples with each magazine at key stations across London.

Budweiser Prohibition brew has partnered with Street Feast to encourage those who want to moderate alcohol when they are out. Until 3 February Dinerama Shoreditch and Giant Robot Canary Wharf will host the first ever Budweiser Prohibition taste test, where people will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew, with the winners receiving their next Bud for free.

The campaign is supported by an outdoor advertising campaign as well as social and digital contect across Facebook, Instagram and YouTube. The social activity will lead consumers to the campaign’s micro-site, www.budprohibition.com, where they can sign up for a free can of Budweiser Prohibiton redeemable at Tesco.

Sascha Cordes, senior brand manager, Budweiser, said: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first ever alcohol-free beer, and even more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond. People today are increasingly drinking less alcohol, as part of the broader healthy-living trend. In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”

ABInbev’s low and no-alcohol portfolio already includes Beck’s Blue and Bud Light, which is brewed to 3.5% abv.