In true American fashion, Anheuser-Busch has replaced the usual ‘Budweiser’ logo on its Budweiser beer cans and bottles to an ‘America’ logo instead.
Marking summer with some good old patriotism, the beers will be available May 23 through to the November election, and are aiming to “inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity”.
But it’s not the first time the beer has changed its spots for the sake of the States, featuring American flags and the Statue of Liberty on their cans in the past. This year, both cans and bottles will include lines from the Pledge of Allegiance and lyrics from The Star Spangled Banner.
Budweiser vice president Ricardo Marques said it’s the season of America, making it the ideal time to salute the nation.
“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,” Marques said in a statement.
“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.”
But it’s not a risk-free move for the brand, with Epsilon chief creative officer John Immesoete, who’s worked on Budweiser Super Bowl campaigns in the past, saying it’s the beer that already “says America, without saying it”.
“They are basically taking a brand name they’ve spent billions of dollars behind worldwide, and tossing it aside for a while and putting ‘America’ on it,” he said.
Time will tell how far Americans will go for their country.