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In 2013, for every case of Budweiser sold from May 5 to July 4, the brand will make a donation up to $1 million to the Folds of Honor Foundation, an organization that provides scholarships and other assistance to families of soldiers killed or disabled during military service. To kick off the program, the Anheuser-Busch Foundation is donating an additional $500,000, with a total of $1.5 million possible for Folds of Honor.
Since 2010, Budweiser has raised more than $5 million for the foundation and provided more than 1,000 educational scholarships.
“The Folds of Honor Foundation gives back … to the families of soldiers wounded or fallen while serving their country,” said Lori Shambro, director of Budweiser. “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 Fourth of July holiday.”
Each Budweiser (including draught) sold during the promotional period will trigger a donation, including some new items now hitting store shelves. These new items include:
- Budweiser’s limited-edition red, white and blue packaging will appear in stores later this month and will be available in 12-ounce bottles and a variety of can sizes (12-, 16- and 24-ounce). The patriotic theme continues on secondary packaging for all top-selling configurations, including 6-, 12- and 24-packs.
- The bowtie-shaped can (available in a new, not-previously-offered 8-pack) will be available May 6.
“No matter what the package color, shape or size: America’s beer supports America’s heroes because from May to July, buying Budweiser benefits military families,” Shambro said. “Our partnership with Folds of Honor is helping to make a difference in the lives of families whose loved ones have made the ultimate sacrifice to protect the freedoms we all hold so dear.”
The promotion is one component in a series of activations Budweiser has in store for its 2013 “red, white and blue summer” initiative. As part of this program, the Budweiser Clydesdales will visit military bases across the U.S during a series of barbecues to celebrate the men and women in the U.S. armed forces. Additional activations will be announced at a later date.
St. Louis-based Anheuser-Busch brews Budweiser and Bud Light, two of the world’s largest-selling beers. The company is a wholly owned subsidiary of Anheuser-Busch InBev, the leading global brewer.