Budweiser today unveiled its new Discovery Reserve American Red Lager, a limited-edition beer brewed to celebrate the 50th anniversary of the Moon landing.
The new brew is inspired by an archival Budweiser recipe from the time of the Apollo Moon missions, the company says. Discovery Reserve is made 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.
Budweiser Discovery Reserve is the newest addition to the Reserve Collection, preceded by Budweiser Reserve Copper Lager, Budweiser Freedom Reserve and Budweiser Repeal Reserve. Launched in September 2017, Budweiser’s Reserve Collection was first created to develop and debut new recipes and packaging tied to premium and relevant moments in time.
For the eighth consecutive year, Budweiser will partner with 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, the company says, 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,” says 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.”
The design of Budweiser Discovery Reserve is inspired by the past while recognizing the future, the company says. The 11 stars represent the Apollo 11 mission and the alternating bottle caps represent both our footsteps on the Moon and our next frontier, Mars. The Anheuser-Busch A & Eagle has also been updated to reflect the red planet with the Earth in the background. Finally, each bottle features wings and stars inspired by the original Budweiser cans.
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 that starts airing this week.
Discovery Reserve will be available through September, or while supplies last.