Budweiser is an American icon, but to Millennials the beer felt flat … outdated. In fact, only one out of three young adults had even imbibed a Bud.

No one embodies what it means to make it in America more than Jay Z. The partnership got the nation's attention. Hov personally curated the diverse Budweiser Made in America lineup that reflected the most creative generation in American history. Budweiser "Made In" parties took the celebration nationwide. And through the RWB project, Budweiser invited young artists to share their interpretation of the American flag. When Labor Day weekend arrived, Philadelphia’s historic Benjamin Franklin Parkway welcomed 90,000 fans ready to come together through the universal language of music. Budweiser Made in America inspired Academy Award-winning director Ron Howard to capture the movement in his first-ever documentary.

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