Budweiser Honors Military Families and Veterans in Emotional New Campaign

Promoting its Freedom Reserve Red Lager

The spot celebrates military families. Budweiser
Headshot of Alissa Fleck

In anticipation of Memorial Day, Budweiser has released a tearjerker spot featuring military families and veteran brewers meeting for the very first time. Through the company, veterans brew a special beer—Freedom Reserve Red Lager—to raise funds for nonprofit organization Folds of Honor, which gives educational scholarships to military families.

Budweiser has raised $14 million in support of Folds of Honor and provided support to over 3,000 military families across the country, according to a statement. Freedom Reserve is the most recent in a long list of initiatives by Budweiser to support veterans and military families.

Freedom Reserve Red Lager is the second specialty lager to appear in Budweiser’s Reserve Collection, the company noted. It is inspired by a recipe penned by hand by George Washington in his personal military journal dating back to 1757.

The emotional spot features family members of those who died in service individually thanking the brewers who make Freedom Reserve, and their education, possible. It’s a way to keep serving even after leaving the military, when many feel lost or that they have more to give back, the veterans explain in the short film.

“Service Never Stops isn’t just the name of the new film we created, it is also the philosophy for those who work for Budweiser,” said Ricardo Marques, vice president of marketing for Budweiser. “Our veteran employees who serve their communities and help brew Freedom Reserve to support Folds of Honor are true heroes and we salute them for their service then, and now.”

Freedom Reserve will be available through Sept. 30 or as long as supplies last.

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.