Budweiser is giving its beer bottles and cans a new, patriotic look for summer, while helping out families of military personnel wounded or killed in action.
For a limited time the King of Beers will be draped in red, white and blue as part of its summer initiative with the Folds of Honor Foundation, which provides post-secondary educational scholarships for families of military personnel killed or disabled while serving. A portion of all sales from May 20 to July 7 -- up to $2.5 million -- will be donated to the organization.
"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," said Rob McCarthy, vice president of Budweiser at Anheuser-Busch, in a press release.
Last year Budweiser redesigned its cans by emphasizing the sleeker "bowtie" design as a way for Anheuser-Busch to try and boost weak U.S. sales. Budweiser says a the new patriotic look is the first bottle major makeover in many years.
The "Red, White and Blue Summer" will also have special events tied to the NASCAR, the Olympics and Flag Day.