Budweiser's "Service Never Stops" video delivers tears and beers

Phil Briggs
May 22, 2018 - 2:57 pm

Photo courtesy of Folds of Honor

Just a few seconds into the video and you're hooked.

It opens with a montage of military family members looking straight into the camera, and sharing a single thought. A young man says, "He was never a soldier to me... he was a dad," and it's followed by a young woman saying, "I was waiting for him to be home, and instead of seeing him walk through the door, I found a Chaplain on my doorstep."

This is how many Memorial Day stories begin, which seems unusual for a brand of beer and yet, Budweiser has captured the emotional essence of this year's Memorial Day by telling the story of their partnership with  Folds of Honor.

Founded in 2007, Folds of Honor's mission is to provide scholarships to spouses and children of fallen or disabled service members. Their motto says it all: "Honor their sacrifice, Educate their legacy".

In the video, each scholarship recipient shares their own heartfelt story, but when scholarship recipients tour the Budweiser brewery and meet military veterans working there, the true meaning of Memorial Day really hits home.

Ricardo Marques, Budwesier Vice President, Marketing, explained how this partnership began,"Budweiser has always been a strong supporter of the men and women in our armed forces dating back to the 1800s, so when Folds of Honor approached us for a unique, long-term partnership it was a simple decision to make."

And according to Marques, this relationshp is helping thousands of veterans and Gold Star families, "Every year since the partnership between Budweiser and Folds of Honor began in 2011, we have raised a cold one to summer in a new, celebratory fashion. We are extremely proud to have donated a total of $14 million toward educational scholarships, which has enabled Folds of Honor to present more than 3,000 scholarships to deserving families across the country."

So get a frosty mug (and some tissues) and enjoy watching brewers of golden lager share a moment with these Gold Star family members. 

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