Budweiser Shuts Down All 12 U.S. Breweries to Honor the Fallen for Memorial Day

In recognition of the National Moment of Remembrance on Memorial Day, Budweiser and VaynerMedia shut down all 12 breweries in the U.S. for a minute yesterday to observe the moment of silence.

Nationally, 3 p.m. on Memorial Day signifies the National Moment of Remembrance, a moment of observation enacted by Congress to honor members of the military who have fallen. In recognition, Budweiser shut down all 12 flagship breweries across the U.S. to observe a one-minute moment of silence.

In place of traditional advertising, Budweiser designed a series of experiences to give Americans a moment of silence to reflect on military sacrifice. This campaign was amplified across radio, print, TV, social and online video.

Budweiser is donating $1 on every case of limited-edition Discovery Reserve American Red Lager to benefit FoldsofHonor.org, whose mission is to provide scholarships to spouses and children of America’s fallen and disabled service-members. AB employs more than 1,500 military veterans across the country.