A brand of one of the world’s largest beverage companies is hosting a giveaway that will take winners on a tour of Holland and four other U.S. cities.

Natural Light Beer, a subsidiary of St. Louis, Mo.-based Anheuser-Busch, selected Holland as one of five stops on a 10-day “American EuroTrip” tour. The other cities are Paris, Texas; Dublin, Ohio; Athens, Ga.; and Venice, Fla.

Natural Light Beer, an American-style lager, was introduced to the Anheuser-Busch portfolio in 1977 as the 172-year-old company’s first reduced-calorie beer. The beer’s cans went through a “coastal, boat-centric” rebrand in 2023, highlighting its history as a refreshing summer beer.

The brand, often called “Natty” for short, said this giveaway is meant to give fans a way to experience European culture without the price tag of international airfare and hotels.

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“Natty doesn’t want you to cross the pond when you can just cross state lines, so the brand is sending fans to five U.S. cities that share the same name and cultural charms of some of the top European vacation destinations,” Krystyn Stowe, head of marketing for the Busch and Natural brands at Anheuser-Busch, said in a news release. 

Natural Light will select two trip winners through a sweepstakes giveaway. To enter, people can follow Natural Light Beer on Instagram, X and Facebook and comment #NattyEuroTrip and #sweepstakes on the posts about the contest. 

The entry deadline is Thursday, July 4, and winners will be selected July 8. U.S. residents 21 and older are eligible to apply for the free trip, which includes one guest per winner and must be booked through Natty and completed within a year.

Linda Hart, executive director of the Holland Area Convention & Visitors Bureau, said in an email to Crain’s Grand Rapids Business that while she was not previously aware of the giveaway, she loves that Anheuser-Busch is sending travelers to Holland.

“Holland, Michigan is an ideal destination for those who want to immerse themselves in Dutch culture,” she wrote. “With authentic Dutch architecture, a lively spring tulip festival, and the only working windmill in the U.S., our charming town provides a European getaway right in the heart of America — no passport needed.”

One of West Michigan’s most popular tourist towns, the city of Holland was established in 1847 on the shores of Lake Macatawa by Dutch Calvinist separatists. Holland’s most popular tourist attractions, including Holland State Park, Tulip Time Festival and Windmill Island, together draw an estimated 3 million visitors to the city each year.

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