Budweiser introduces new beer to celebrate moon landing

Discovery Reserve honors American spirit

By Landon McReynolds - Producer

Budweiser Discovery Reserve

Budweiser has announced a new limited beer brewed in celebration of the 50th anniversary of the moon landing and the determination of the American spirit.

Budweiser says the beer, Discovery Reserve, was originally launched in September of 2017 and was first created to debut new recipes made by brewmasters and tie into relevant moments in time.

The newest batch of the brew, inspired by an archival Budweiser recipe, was created around the same time of the Apollo moon missions.

The Discovery Reserve is described as being a medium-roast Voyager barley malt with a light, hoppy aroma, toasted barley malt and a hint of toffee. The beer is brewed by Karissa Norrington, a Budweiser brewmaster and retired 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 at Anheuser-Busch, Budweiser's parent company.

The design of the new beer is also appealing to the space history. Budweiser says the 11 stars that circle the Budweiser American Eagle logo represent the Apollo 11 mission.

The bottle caps will feature the American eagle on the moon with the Earth watching nearby in the distance. The Anheuser-Busch “A” has also been changed to the color red to reflect what many consider the next frontier, Mars – where groups like NASA and SpaceX have already proposed to go.

Finally, each bottle features wings and stars inspired by the original Budweiser cans.

“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," Marques said.

The beer company says while also honoring the space mission, they will recognize the United States Air Force, which worked hand in hand with the space program in the 1960s. For the eighth consecutive year, Budweiser is partnering 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, amounting to more than 3,000 scholarships for military families across the country.

Discovery Reserve will be available through September or while supplies last.
 

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