Budweiser is using another old recipe to create a new brew. Like the Budweiser 1933 Repeal Reserve, the company has unearthed a historic recipe from 1757—this time it’s one from George Washington—to create the Budweiser Freedom Reserve Red Lager.
The new lager features molasses in the recipe, a nod to Washington’s mixture, as well as patriotic packaging from Jones Knowles Ritchie.
“We believe that the 140-year-old history of this brand and its connection to the country not only allows it to [create] incredible lagers but also bring incredible lagers with a taste of history inspired by that original recipe from George Washington,” explained Ricardo Marques, vp of marketing for Budweiser.
Marques continued: “This [recipe] was found in his military journal. One of the ingredients we took out of that recipe was molasses, which you’ll find in this beer as well. We think it’s a great story not only given the cause but the connection to the country.”
Digital, social and television work from VaynerMedia touting the new brew will be released in the coming weeks. Washington—to be clear, an actor playing Washington—will not make an appearance in the spot, according to Marques, who noted, “The star of the new spot is the beer itself.”
The beer was produced by veterans, who are featured prominently on the beer’s packaging via signatures on bottles and packs. Some of the proceeds will go to veterans through the nonprofit Folds of Honor, which provides educational scholarships to military families. To date, Budweiser has donated $14 million to Folds of Honor, according to the company.
“To call Budweiser a partner would be an understatement—they are considered family to us and the 3,000 families their donations help to support,” said Major Dan Rooney, founder and CEO of Folds of Honor, in a statement. “Freedom Reserve is a great testament to their unwavering dedication and compassion for our armed forces and we salute them.”