The Super Bowl attracts more than 100 million viewers every year. Anheuser-Busch is trying to connect with the texting and Snapchat- and Instagram-using millennials among them.

The company, which usually buys more commercial time than any other advertiser during the Super Bowl, wants to appeal to a younger generation of 20-something beer drinkers, a large portion of whom it said had never tasted a Budweiser.

“They are the future of the beer category,” said Jorn Socquet, vice president for United States marketing at Anheuser-Busch, the exclusive beer advertiser in the Super Bowl. “If we do not get Budweiser and Bud Light in the hands of those consumers, the beer category could become in serious trouble.”

On Wednesday, the company plans to announce that it is preparing three 60-second commercials, with corresponding digital campaigns, to promote its Budweiser and Bud Light brands during the game this year. The Super Bowl ranks as the biggest event on television each year, and advertising during the game is by far the most expensive. At 112.2 million viewers, last year’s game between the Seattle Seahawks and the Denver Broncos was the most-watched event in television history, according to Nielsen.