ST. LOUIS — The latest product release from Anheuser-Busch is a tip of the hat to pioneers of space travel. On April 16, A-B's Budweiser unveiled its new Discovery Reserve American Red Lager, a limited-edition beer brewed to celebrate the 50th anniversary of the moon landing "and the determination of the American spirit," the company said.
Inspired by an archival Budweiser recipe from the time of the Apollo moon missions, Discovery Reserve is brewed with medium-roast Voyager barley malt and features a light, hoppy aroma, a toasted barley malt taste with a hint of toffee and a sharp finish, according to the company. Discovery Reserve is brewed by Karissa Norrington, a Budweiser brewmaster and a former U.S. Air Force captain.
“This Bud’s for those who challenged the odds and made the impossible, possible,” said Ricardo Marques, vice president of marketing core and value brands for Anheuser-Busch, St. Louis. “Budweiser Discovery Reserve is our tribute to this epic moment in history, one that will certainly continue to inspire generations of present and future explorers.”
In addition, for the eighth consecutive year, Budweiser is partnering with charity group Folds of Honor to support those who serve. For every case of Budweiser Discovery Reserve sold, Budweiser will donate $1 to the Folds of Honor Foundation. Since 2011, Budweiser and its partners have donated nearly $16 million toward educational scholarships, amounting to more than 3,000 scholarships for military families across the country.
“I salute Budweiser and their life-changing donations and continued commitment to Folds of Honor over the last eight years,” said Major Dan Rooney, founder and CEO of Folds of Honor. “We are proud to stand with them as they release Discovery Reserve, further illustrating their commitment to our armed forces.”
Discovery Reserve is the newest addition to Budweiser's Reserve Collection, a collection of limited-time beers that has included Budweiser Reserve Copper Lager, Budweiser Freedom Reserve and Budweiser Repeal Reserve. Launched in September 2017, Budweiser's Reserve Collection was created to develop and debut new recipes and packaging tied to relevant moments in time.
Budweiser Discovery Reserve is supported with a full 360-degree campaign, including in-store displays, digital advertising and social marketing programming along with new national TV creative. Discovery Reserve will be available through September or while supplies last.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.