America’s No. 1 full-flavored lager is taking its longstanding tradition of patriotic packaging even further this summer by replacing “Budweiser” with “America” on the front of its 12-oz. cans and bottles.
In recent years the company’s new edge branding can be seen at the annual Budweiser Made in America Festival in Philadelphia.
With this being an Olympic and election year it only makes sense to take advantage of the patriotic climate.
Vice President of Budweiser, Ricardo Marques said:
“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 brand is also modifying Budweiser’s iconic label to add copy that is central to American history, including phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.”
On shelves nationwide from May 23 through the election in November, these cans and bottles aim to inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity.