Pale lager producer Budweiser is set to extend its lineup of patriotic packaging this summer with the introduction of military-inspired aluminium bottles and cans dedicated to the US Armed Forces.
Partnering with Folds of Honor for its sixth consecutive year, Budweiser will raise funds through this initiative to provide educational scholarships to families of martyred and disabled soldiers.
Folds of Honor founder and CEO Major Dan Rooney said: “Budweiser continues to be an amazing partner and member of the Folds of Honor family.
“Their unwavering commitment to service men and women along with veterans is truly commendable.
“The special Budweiser America packaging offers yet another way we can pay tribute to our troops and their families, especially before this honourable weekend.”
Budweiser expects to raise nearly $1m through the sale of these customised bottles.
A portion of the proceeds gained from sales between 22 and 29 May (Memorial Day) will be donated to Folds of Honor.
The limited-edition bottles feature a camouflage fatigue with aluminium labels, a letter of gratitude in place of the Budweiser credo, and lyrics from patriotic songs 'The Star Spangled Banner', and 'E Pluribus Unum'.
The toast printed at the bottles' base acknowledges all veterans and the military service of Anheuser-Busch's own veteran workforce.
The limited edition bottles will be available until 4 July.
Image: For every Budweiser America bottle and can sold this week in the lead-up to Memorial Day (29 May), a portion of the proceeds, up to $1m, will benefit Folds of Honor. Photo: courtesy of PRNewsfoto / Budweiser.