Budweiser: Discovery Reserve

Client: Budweiser
Date: Jul 2019
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Budweiser unveiled its new Discovery Reserve American Red Lager, a limited-edition beer brewed to celebrate the 50th anniversary of the Moon landing and the determination of the American spirit. Inspired by an archival Budweiser recipe from the time of the Apollo Moon missions, Discovery Reserve is brewed with medium-roast Voyager barley malt and features a light hoppy aroma, a toasted barley malt taste with a hint of toffee and a sharp finish. Discovery Reserve is brewed by Karissa Norrington, a Budweiser brewmaster and former US Air Force Captain.

Budweiser Discovery Reserve not only commemorates the pioneering American spirit that brought us to the Moon, it also recognizes future frontiers and is a nod to the United States Air Force, which worked in great partnership with the space program of the 1960s. For the eighth consecutive year, Budweiser is partnering with Folds of Honor to support those who serve. For every case of Budweiser Discovery Reserve sold, Budweiser will donate $1 to the Folds of Honor Foundation. Since 2011, Budweiser and its partners have donated nearly $16m toward educational scholarships, amounting to more than three thousand scholarships for military families across the country.

The design of Budweiser Discovery Reserve is inspired by the past while recognizing the future; the 11 stars represent the Apollo 11 mission and the alternating bottle caps represent both our footsteps on the Moon and our next frontier, Mars. The historic Anheuser-Busch A & Eagle has also been updated to reflect the red planet with the Earth in the background. Finally, each bottle features wings and stars inspired by the original Budweiser cans.

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