Budweiser unveils American red lager Discovery Reserve in US

AB InBev has expanded its Budweiser Reserve collection with the addition of an American red lager in the US.

Called Discovery Reserve, this limited-edition beer has been created to commemorate the 50^th anniversary of the Apollo 11 Moon landing. It will be available in September.

AB InBev marketing core and value brands vice-president Ricardo Marques said: “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.”

Created by brewmaster and former US Air Force Captain Karissa Norrington, Discovery Reserve has been brewed using medium-roast Voyager barley malt and offers a light hoppy aroma. This is paired with a toasted barley malt taste, a hint of toffee and a sharp finish.

The beer brand will also be partnering with the Folds of Honor Foundation, donating $1 from the sale of every case of Budweiser Discovery Reserve.

Folds of Honor founder and CEO Major Dan Rooney said: “I salute Budweiser and their life-changing donations and continued commitment to Folds of Honor over the last eight years.

“We are proud to stand with them as they release Discovery Reserve, further illustrating their commitment to our armed forces.”

Budweiser Discovery Reserve’s label design features 11 stars, which represent the Apollo 11 mission. The bottle packaging feature pictures of wings and stars inspired by the original Budweiser cans.

The brand has also created an updated version of the historic design of the Anheuser-Busch Eagle logo.

Budweiser Discovery Reserve joins Reserve Copper Lager, Freedom Reserve and Repeal Reserve in the collection.

Budweiser’s Discovery Reserve is being supported with an in-store display, digital advertising and social marketing programme, as well as a national TV advertisement that airs this week.

Last May, Budweiser expanded its Reserve collection with the launch of Budweiser Freedom Reserve.