ST. LOUIS (KMOX) – For the first time in many years, the iconic red-and-white Budweiser bottle will receive a major cosmetic makeover this summer.
Special red, white and blue packaging that will be on sale for a limited window was unveiled Tuesday morning.
“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.
The new design comes in advance of a summer initiative in which the brand will contribute a portion of all sales from May 20th through July 7th to the Folds of Honor Foundation.
The goal is to raise as much as $2.5 million for the group, 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 will also be converted to red, white and blue for a limited time, beginning in mid-May and continuing through mid-July.
Other components of Budweiser’s “Red, White and Blue Summer” include NASCAR racer Kevin Harvick (No. 29 Chevrolet) driving a car with the new paint scheme at several races starting at Charlotte Motor Speedway on May 27th, and wholesaler sampling events in mid-June, including on Flag Day (June 14th).