In early 2025, U.S. tariffs made Edmontonians rethink their beer runs, and suddenly local started looking a lot better. What many didn’t know was that Budweiser has been brewed in Edmonton since 1980. So we leaned into that truth. We created a limited-edition Budweiser made just for the city.

Then we brought in Mark Messier, a local legend and six-time champion, to rally Edmonton and push to restore its retired “City of Champions” sign. When playoff season hit, we lit the fuse with a citywide media blitz. The result : a city reminded of who they are and a beer that proved it.

In the end, the Oilers were one game shy of bringing the cup home.