Since 1876, Budweiser has celebrated those who pursue their dreams against tough odds — people who live their life on their own terms, and never back down. The campaign "Defending Champions of Beer" recognizes that and repositions what it means to be a Champion — it is somebody who does whatever it takes to to achieve their goal, to be the best that they can be even if they don't always walk away with a trophy. As key cultural moments unfold throughout the year, we are going to show up and celebrate them as a brand in a credible way.
