Dive Brief:

• Budweiser is introducing limited edition camouflage aluminum bottles to its line of patriotic packaging this summer, according to a news release. The brand aims to raise $1 million in proceeds from sales to support Folds of Honor, which funds educational scholarships to families of fallen and disabled soldiers. This is Bud's sixth year working with the nonprofit.
• Last year, Bud redesigned its flagship beer and renamed it "America" to mixed reviews, as reported by Ad Age, but it will bring back the "America" bottles to go with the camouflage packaging supporting U.S. soldiers. Budweiser is also introducing specialty packaging that highlights the states where its beer is brewed, complementing a currently-running TV campaign.
• Summer is a key season for beer brands with 20% higher sales than the rest of the year, according to National Beer Wholesalers Association data reported by Ad Age. Memorial Day is the second highest sales day behind the Fourth of July.

Dive Insight:

For CPG brands like Budweiser, revamped or specialty packaging is one way to increase shelf-appeal or make an established product stand out in a crowded space. Budweiser's long been a dominant beer name in the U.S. but has, in recent years, faced down tough competition from the proliferation and exploding popularity of craft breweries. The company is now looking for an uptick in sales, as volume fell mid-singles digits in Q1 this year, according to parent company AB InBev's earnings and as reported by Ad Age.

Budweiser is taking the camo packaging a step further by tying sales to proceeds to Folds of Honor, which it's donated $11 million in total to during its six-year partnership with the nonprofit. The donation portion of Bud's promotion includes product sold between May 22-29, and is timely in arriving around the Memorial Day holiday — a period of remembrance for the country's armed forces. 

Budweiser isn’t the only brand to go patriotic for summer season. Last year, Coca-Cola released cans with an American flag motif, selling them between Memorial Day and the Fourth of July to tap into national sentiment in a year that featured both the summer Olympic Games and a presidential election. Bud's camo bottles will also be sold in advance of Memorial Day and through July 4.