ST. LOUIS -- For the first time in many years, the iconic Budweiser bottle will see a major makeover €" special red, white and blue packaging for a limited window this summer.
The new design comes in advance of a summer initiative in which the brand will contribute a portion of all sales from May 20 to July 7 to help raise as much as $2.5 million for the Folds of Honor Foundation, which provides post-secondary educational scholarships for families of U.S. military personnel killed or disabled while serving their country.
The patriotic bottle, which comes with one of five decorated bottle caps, features the brand€™s iconic bowtie as its focal point. Budweiser cans and secondary packaging also will convert to red, white and blue for a limited time, beginning in mid-May and continuing until mid-July.
"It€™s going to be a red, white and blue summer for Budweiser €" most visibly in our packaging but more importantly in our philanthropic support for the families of America€™s fallen heroes," said Rob McCarthy, vice president of Budweiser at Anheuser-Busch, in a press release. "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."
This year€™s patriotic packaging will be available in 8-, 12-, 16- and 24-ounce cans and in a 12-ounce glass bottle, 16-ounce plastic bottle and 16-ounce aluminum bottle. The patriotic theme continues on secondary packaging for all of the top-selling configurations, including 6-packs, 24-packs, 30-packs and other popular sizes.
McCarthy said other components of Budweiser€™s "Red, White and Blue Summer" will include "Walk Off a Hero." There is no more exciting play in baseball than a walk-off, when the home team wins the game in the bottom of the final inning. This season, Budweiser is making the moment even more special by helping to change the lives for families of America€™s heroes through the "Walk off a Hero" program. Budweiser will donate $5,000 for every walk-off (the equivalent of one scholarship) during baseball€™s 2012 regular season to the Folds of Honor Foundation.