“On America’s birthday, drink America’s beer”. This is the advertisement slogan from Anheuser- Busch this summer as it attempts to improve sales of its faltering but still flagship Budweiser brand as part of a summer campaign that combines patriotism, charity, and beer.
Anheuser- Busch has once again teamed up with the Folds of Honor Foundation this summer in an effort to raise money for military families. Folds of Honor specializes in offering educational scholarships to young people who have a parent either disabled or killed while serving their country. Anheuser- Busch is aiming to raise $1.5 million by donating 2 cents for every case of Budweiser sold between May 5 and July 4, 2013. The beer making giant has even changed the look of Budweiser’s packaging during this period, giving the bottles, six- pack, and other carriers a more patriotic look.
“The Folds of Honor Foundation gives back, through scholarships and other assistance, to the families of soldiers wounded or fallen while serving their country”, said director of Budweiser Lori Shambro. “This is why Budweiser has supported this great organization for the last several years and why, once again, buying Budweiser will benefit military families through the 4th of July holiday.”
Anheuser- Busch will temporarily change the packaging, including the bottle and can designs, to incorporate the red white and blue and it plans to sell this patriotic version of its familiar red and white packaging from mid- May to mid- July, 2013. The campaign of giving has been going on now since 2010 and during that time, Budweiser has raised more than $5 million dollars for Folds of Honor.
As part of the 2013 promotional campaign, the famous Budweiser Clydesdales will visit military bases from coast to coast and Budweiser will host a series of barbecues to celebrate America’s men and women in uniform. The goal is to raise awareness of military personnel and their families while also helping to promote the Budweiser brand.
Adjunct lagers are not highly respected among the craft beer crowd, but Anheuser- Busch InBev is working for a worthwhile cause and for that reason alone, the company deserves commendation for its efforts. Folds of Honor Foundation is an excellent and worthy charity and certainly an organization deserving of investigation. Visit the Folds of Honor web site to learn more and help support the cause this summer and beyond.