Budweiser Challenges Young Adults in North America to Eliminate Drinking and Driving

Building on its responsible drinking legacy, Budweiser backs up its bold statement at Super Bowl 50 with an action plan to crowdsource breakthrough ideas at SXSW - and beyond

Mar 11, 2016, 15:27 ET from Budweiser

AUSTIN, Texas, March 11, 2016 /PRNewswire/ -- Today Budweiser launches 'Tackle Impossible: A Force for Safer Roads' in the United States and calls on young adults to join together to create smart driving innovations and help stop preventable road crashes. The initiative will ignite the entrepreneurial spirit of young adults to tackle global road safety and help find solutions to drunk driving. The initiative is part of the brand's global commitment to build a better world.

"We know Millennials are passionate about making a difference in the world," said Andrew Sneyd, Budweiser Global VP of Marketing. "At Budweiser, we're equipping enterprising young adults with the encouragement, access and know-how they need to collaborate on road safety innovations. Ultimately, we can have the biggest impact on this global issue if we all work together."

Because creativity is sparked by togetherness – and the best ideas get even bigger and bolder when people work collaboratively – a hallmark of the initiative is the hackathon experience. Hackathons are intensive, hands-on events where participants come together to learn from experienced entrepreneurs and experts and ultimately compete as teams for the chance to work with Budweiser to implement their idea.

To launch the initiative in the U.S., Budweiser is calling on the SXSW Interactive community to crowdsource innovative ideas to solve road safety and create a better world. Conference attendees are encouraged to share their ideas for ensuring safer roads through social media using @Budweiser and #TackleImpossible or by using one of the Budweiser iPads stationed throughout the Budweiser Beer Garage event space in Ironwood Hall. By doing so, they can claim a free pedicab ride around Austin from 4 p.m. to 12 a.m. on Saturday, March 12th through Monday, March 14th during the conference. Lyft Rides provided by Budweiser will also be available at certain points during SXSW. Ideas submitted by SXSW attendees will be showcased at the two-day SXgood Hub on March 14-15 at Palm Door 6. Passionate Millennials at SXSW and beyond are encouraged to not only submit their ideas on social media, but also to sign up to participate in the U.S. Hackathon in Boston this November to compete for the chance to partner with Budweiser to implement their idea.

Budweiser will also host an invite-only event at SXSW Interactive in Austin on March 12. The program will feature talks from four passionate speakers who have launched their own world-changing ideas (Teddy Goff, Partner at Precision; Leila Janah, CEO of Sama and Laxmi; JC Oliver, Global Chief Creative Officer at AOL; and James Gross, Co-Founder of Percolate) and showcase the winning team from the Canadian Hackathon, which was hosted in Toronto in mid-January.

"Tackling Impossible is not easy. That's why Budweiser is bringing together a diverse group of visionaries across tech, innovation, cause and culture to help us explore what it takes to Tackle Impossible – and how great ideas are just the beginning," said Marcela Garcia, Global Budweiser Director. "We're channeling those insights to work with our 'impossible' – eliminating drinking and driving. Worldwide, road crashes are the No. 1 cause of death for young adults ages 15-29. Budweiser understands that it is imperative to involve them to be part of the solution."

At the U.S. Hackathon, participants will compete as teams for the chance to win $25,000 in seed funding and support from Budweiser to implement their idea, including mentorship and a marketing and advertising budget.

Anheuser-Busch InBev has more than 30 years of experience in educating consumers about responsible drinking through its brands around the world. Budweiser is elevating that ongoing commitment with a new focus on smart driving to help prevent road crashes. Tackle Impossible is the brand's first social innovation initiative centered on providing inspiration and infrastructure to empower young people to be a part of the answer to a complex issue of global concern.

Young adults of legal drinking age can visit www.tackleimpossible.com to learn more about Tackle Impossible and find out how to get involved.

About Budweiser
Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States' first truly national beer brand – brewed to be universally popular and transcend regional tastes. Each batch of Budweiser follows the same family recipe used by five generations of Busch family brewmasters. Budweiser is a medium-bodied, flavorful, crisp and pure beer with blended layers of premium American and European hop aromas, brewed for the perfect balance of flavor and refreshment. 

Budweiser is brewed in 17 countries using time-honored methods including "kraeusening" for natural carbonation and Beechwood aging, which results in unparalleled balance and character. 

For more information, please contact:

Jessica Adkins
Tel: +1-212-573-9288
Email: Jessica.Adkins@ab-inbev.com

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SOURCE Budweiser



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