• by Danielle Oster , May 16, 2024

Budweiser is draping itself in the American flag ahead of Memorial Day weekend, and preparing to unleash the horses.

The brand is rolling out patriotic packaging for the summer across its cans and aluminum bottles sold at retailers, bars, and event concession stands.

Budweiser’s limited-edition packaging arrives for Memorial Day, and supports Anheuser-Busch’s long-running partnership with Folds Of Honor, a charitable nonprofit organization providing educational scholarship opportunities to the families of fallen or disabled U.S. armed service members and first responders.

Budweiser promoted the release via a 15-second ad cutting from footage of an American flag to a close-up of the new can, while informing consumers that “Every limited-edition case sold supports military families.”

Parent company AB InBev has committed to donating $0.25 for each case of its limited-edition Budweiser 12 ounce cans and 16 ounce aluminum bottles sold from May 13-September 1 to the Folds Of Honor organization, with a cap of $1.7 million.

As it teased earlier in the year, Budweiser is also trotting out its famed Clydesdales for the summer. The horses will appear at a series of events this summer in support of the brand’s partnership with Folds Of Honor. Kicking off Memorial Day weekend, they will appear at events including military events, air shows, fleet weeks, and other military events, as well as sporting events and state fairs. Consumers can check the brand’s “Clydesdale Hitch Schedule” online to find out when the Clydesdales will make an appearance near them.

The campaign marks the 14th consecutive year of AB InBev supporting the nonprofit, and the company claims it’s the longest-standing partner of the organization, which launched in 2007. According to the company, it has donated $28 million during that timespan, helping to fund over 5,000 scholarships.