Anheuser-Busch InBev has debuted a new red lager as part of its Budweiser brand, as it continues its support of American war veterans.
Budweiser Freedom Reserve Red Lager joins the brand’s Reserve Collection and has been specially brewed by the brand’s own veterans. A portion of the proceeds from the beer will go to Folds of Honor – a non-profit organisation that provides educational scholarships to military families.
AB InBev said its previous collaborations with Folds of Honor, spanning the past seven years, had raised $14 million.
Ricardo Marques, vice-president of Budweiser, said: “We are incredibly proud of our Freedom Reserve Red Lager because it was passionately brewed by our veteran brewers who have bravely served our country. With Freedom Reserve we remain dedicated to our mission to support our veterans and their families through our longstanding partnership with Folds of Honor.”
Major Dan Rooney, founder and CEO of Folds of Honor, added: “To call Budweiser a partner would be an understatement – they are considered family to us and the 3,000 families their donations help to support. Freedom Reserve is a great testament to their unwavering dedication and compassion for our armed forces and we salute them.”
Freedom Reserve Red Lager is the second speciality lager to appear in Budweiser’s Reserve Collection and is inspired by George Washington’s recipe from his 18th century military journal.
Packaged both in a vintage stubby bottle and a one-pint can, the lager is brewed with toasted barley grains for a slightly sweet aroma with a touch of hops, a rich caramel malt taste and a smooth finish with a hint of molasses, Budweiser said.
This summer, Budweiser will deploy a fully integrated marketing campaign for Freedom Reserve complete with in-store displays, online advertising and digital marketing activity along with a new national TV creative airing during marquee sports moments, including the NBA finals and NHL Stanley Cup finals.
Freedom Reserve will be available beginning from this month until the end of September.
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