ST. LOUIS -- In 2013, for every case of Budweiser sold from May 5 to July 4, the brand will make a donation up to $1 million to the Folds of Honor Foundation. To kick off the program, the Anheuser-Busch Foundation is donating an additional $500,000, with a total of $1.5 million possible for Folds of Honor.
Budweiser and the Anheuser-Busch Foundation will donate two cents per case of Budweiser sold, May 5 to July 4, 2013, with a maximum donation of $1.5 million to the Folds of Honor Foundation. Since 2010, Budweiser has raised more than $5 million for the Folds of Honor Foundation and provided more than 1,000 educational scholarships to the families of soldiers killed or disabled in service.
"The Folds of Honor Foundation gives back, through scholarships and other assistance, to the families of soldiers wounded or fallen while serving their country," said Lori Shambro, director of Budweiser. "This is why Budweiser has supported this great organization for the last several years and why, once again, buying Budweiser will benefit military families through the Fourth of July holiday."
Each Budweiser (including draught) sold between May 5 and July 4 will trigger a donation, including some new items now hitting store shelves.
These new items include:
*Budweiser's limited-edition red, white and blue packaging. This year's patriotic packaging will start appearing in stores later this month and will be available in 12-oz. bottles and a variety of can sizes (12 oz., 16 oz., 24 oz.). The patriotic theme continues on secondary packaging for all of the top-selling configurations, including 6sixpacks, 12-packs, 24-packs and other popular sizes.
*A unique bowtie-shaped can (available in a new, not-previously-offered eight pack) that will be available on May 6.
"No matter what the package color, shape or size: America's beer supports America's heroes because from May to July, buying Budweiser benefits military families," Shambro said. "Our partnership with Folds of Honor is helping to make a difference in the lives of families whose loved ones have made the ultimate sacrifice to protect the freedoms we all hold so dear."
This is one component in a series of activations Budweiser has in store for its 2013 "red, white and blue summer" initiative. As part of this program, the Budweiser Clydesdales will visit military bases across the United States during a series of barbecues to celebrate the men and women in the U.S. armed forces. Additional activations will be announced at a later date.
FHF was founded in May 2007 by Major Dan Rooney, a former F-16 Fighter Pilot with the Oklahoma Air National Guard, PGA Professional and USGA member. A decorated military pilot, Rooney has served three combat tours in Iraq. It was after his second tour, while a passenger on a commercial flight, that Rooney witnessed an event that would profoundly change his life. As the plane landed, the pilot announced, "Ladies and gentlemen, we have an American hero on board–Corporal Brock Bucklin. And his twin brother, Corporal Brad Bucklin, is accompanying him home from Iraq. As a sign of respect, please remain seated while Cpl. Bucklin's family receives him in his final homecoming." Rooney watched through the window of the plane as the flag-draped casket was lowered. He saw a family waiting for Brock, and a little four-year old boy waiting for his father. This tragic homecoming inspired Rooney to create the Folds of Honor Foundation.
Based in St. Louis, Anheuser-Busch brews Budweiser and Bud Light. The company is a wholly owned subsidiary of Anheuser-Busch InBev, Leuven, Belgium, the leading global brewer.
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