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Budweiser goes back in time with new red lager

BY Gisselle Gaitan

Budweiser’s ever-growing Reserve Collection just unveiled its newest launch, the Freedom Reserve Red Lager.

The latest addition to the brand’s portfolio was specially brewed by its own veterans and build on its long-standing support of American veterans, with a portion of the proceeds sold benefitting Folds of Honor, the company said.

“To call Budweiser a partner would be an understatement — they are considered family to us and the 3,000 families their donations help to support,” Major Dan Rooney, founder and CEO of Folds of Honor, said. “Freedom Reserve is a great testament to their unwavering dedication and compassion for our armed forces and we salute them.”

Budweiser’s Freedom Reserve Red Lager is inspired by George Washington’s hand-penned recipe from his personal military journal, which dates back to 1757. Packaged in a vintage bottle, the beverage also comes in a one-pint can and is brewed with toasted barley grains, a touch of hops, a caramel malt taste and a hint of molasses.

“We are incredibly proud of our Freedom Reserve Red Lager because it was passionately brewed by our veteran brewers who have bravely served our country,” Ricardo Marques, vice president of Budweiser, said. “With Freedom Reserve, we remain dedicated to our mission to support our veterans and their families through our longstanding partnership with Folds of Honor.”

To help spread the message of support, Budweiser will deploy a fully integrated marketing campaign for Freedom Reserve, which will include in-store displays, online advertising and a new national commercial to air during marquee moments.

The Freedom Reserve will be available for purchase in locations beginning in May through September 30. Further information can be found on the company’s website.

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