Ahead of November’s presidential election and this year’s Olympics, Budweiser is attempting to drum up some patriotism across the US this summer by replacing its name with ‘America’ on beer cans and bottles.
Created by design firm Jones Knowles Ritchie in New York, the ‘America’ labels will feature lyrics from “The Star Spangled Banner” and “America the Beautiful.” According to Budweiser, “these cans and bottles inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity."
The new cans and bottles will hit shelves at the end of the month and will be available until the election in November. They are part of a larger campaign for the brand called ‘America is in Your Hands’ that is slated to run this summer.
Ricardo Marques, vice president of Budweiser, said of the campaign: “We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games. Budweiser has always strived to embody America in a bottle, and we’re honored to salute this great nation where our beer has been passionately brewed for the past 140 years.”
The AB InBev beer brand will leverage key moments this year - including the Fourth of July, 100th anniversary of the National Park Service, and football tournament Copa America Centenario – to promote the new ‘America’ packaging.
This isn’t the first time Budweiser has created patriotic labeling for the summer. Last year, the brand rolled out packaging that featured the Statue of Liberty placed against a background of red and white stripes.