Budweiser plans to cement its reputation as “America’s Beer” by replacing the Brand name “Budweiser” with “America” on all of its 12-oz. cans and bottles. The cans are set to hit the shelves on May 23rd and remain there until the end of the 2016 Presidential election. The company also plans to include phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful” in the hopes it will inspire drinkers to celebrate the company’s, and the country’s, shared values of freedom and authenticity.
The label change is part of the “America is in Your Hands” campaign the company is running this summer. The campaign will celebrate culturally relevant moments such as the Fourth of July, the Copa America Centenario soccer tournament, the 100th anniversary of the National Park Service, and several other events that will celebrate the brand’s six Team Budweiser athletes competing to appear in the Rio 2016 Olympic and Paralympic Games.
Most importantly, the company hopes the campaign will remind Americans of the optimism and values that made this country great. An official statement from the Anheuser Busch Newsroom states:
“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.”
TV commercials, digital media, retail activations, murals, billboards and even a second label design will be released. The company plans on releasing a second custom label featuring the statue of liberty. It will be available in 16-oz. and 25-oz. cans, as well as 16-oz. aluminum bottles similar to the image below.