The COVID-19 lockdowns had people acting wild, but companies weren’t immune to the craziness either. Case in point: Busch Light Apple beer raining down from the sky like a boozy gift from above.
Back in 2020, while most of us were stuck at home trying to perfect our sourdough starters, Anheuser-Busch dropped a game-changer—Busch Light Apple. It was the brand’s first-ever flavored innovation, and whether it was the pandemic panic or just a truly great beer, Busch Light Apple sold out almost instantly.
Recognizing a major “pandemic need” (because let’s be honest, we all needed a drink), Busch decided to bring back the apple-flavored favorite with a promotion that was straight-up insane.
Picture this: In July 2021, Busch didn’t just restock its Apple beer; it dropped it—literally. A helicopter flew over top secret locations across the U.S., air-dropping pallets of Busch Light Apple beer like a delicious mission straight out of an action movie.
For die-hard fans of popular craft beers, getting their hands on this limited release wasn’t as simple as heading to their favourite US craft breweries or scouring the shelves of a local store. Nope, they had to enter a social media contest to get insider access to the airdrop coordinates and race to the scene before someone else claimed the prize.
Sounds crazy, right? Well, that’s what makes it one of the best craft beer breweries promotions ever.
Let’s be real—when you call something an “airdrop,” you’re making it clear that it’s dropping from the sky, not gently landing like a well-placed Amazon package. Thankfully, Anheuser-Busch, the world’s largest brewing company, could afford this kind of stunt (and any potential insurance claims that might come with it).
“With hype continuing to grow around this year’s drop, we wanted to do something unforgettable that offered fans insider access like never before,” said Daniel Blake, Group VP of Budweiser & Value at Anheuser-Busch. “And also give a few lucky fans a chance at the first batches of Apple just in time for the 4th of July.”
If you wanted a shot at scoring some free Busch Light Apple beer, all you had to do was engage with Busch’s social media posts. Selected fans were then given secret locations where the beer drop was happening. And no, protective helmets weren’t provided—so that was on them.
Rumors of beer-related injuries remain unconfirmed (but honestly, if you caught a falling can mid-air, you deserve a prize).
From wild promotions to the rise of top American craft beers, the world of brewing is always serving up something interesting. Stay tuned for more unforgettable beer stories from the best in the business.
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