Budweiser Kicks Off Patriotic “America” Repackaging
This America’s for you
As summer approaches, Belgian-owned Budweiser announces a new patriotic label: “America.” The theme is intended to attract customers while sharing patriotic sayings, lyrics, and the like.
From the Anheuser-Busch Budweiser press release entitled “Budweiser emblazons America on cans and bottles to kick off its most patriotic summer ever”:
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.
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.
Designed in partnership with Jones Knowles Ritchie New York, Budweiser’s bold new look serves as the focal point for its summer-long campaign—“America is in Your Hands”—which reminds people from sea to shining sea to embrace the optimism upon which the country was first built. The “America” cans and bottles will star in the brand’s new national TV spot, premiering June 1.
Here's to America the beautiful. Hold her high this summer. #ThisBudsForYou pic.twitter.com/puATIxT0Th
— Budweiser (@budweiserusa) May 10, 2016
Budweiser focuses its “America” campaign on “culturally relevant moments where Budweiser will be present, including Fourth of July celebrations, the Copa America Centenario soccer tournament, the 100th anniversary of the National Park Service, and events to celebrate the brand’s six Team Budweiser athletes competing to appear in the Rio 2016 Olympic and Paralympic Games.”
Presumptive GOP presidential nominee Donald Trump believes that his campaign has inspired the change.
“Mr. Trump, do you think you had something to do with Budweiser changing the name of their beer over the summer?” co-host Steve Doocy asked on “Fox and Friends,” mentioning Trump’s “Make America Great Again” slogan.“I think so. They’re so impressed with what our country will become that they decided to do this before the fact,” Trump responded during the phone interview.
Meanwhile, heads are exploding on the progressive left as they consider the new patriotic campaign . . . and predictably call for boycotts.
The website Fusion.net, for one, views the whole effort rather cynically. It called for a Bud boycott.
“Do not let the Marketing Guys win,” Fusion wrote. “If you really want a beer that encapsulates this country in 2016, might I suggest a Bitter American?”
Ouch.
Reactions on Twitter are mixed.
From the negative:
#Budweiser to be re-named "America." Because when you consume enough of both, you lose all touch with reality. pic.twitter.com/j63rBpPbe7
— Christian Christensen (@ChrChristensen) May 11, 2016
https://twitter.com/geostanley/status/730399342083883008
https://twitter.com/UbuPamplemousse/status/730199028718260226
#Budweiser has changed its name to #America in honor of the election. Because let's face it,when you think of these choices you wanna drink.
— Jimmy Failla (@jimmyfailla) May 10, 2016
To the positive:
@Budweiser You guys are becoming the Tea Party of beers.
— Jeff Nelson (@JeffreyPNelson) May 11, 2016
(See what I did there?)
Much respect 2 #Budweiser irregardless where they are from ❤️'s this Nation enough to support this campaign #america https://t.co/Tv7BEsq6RD
— Redneck Nation® (@rednecknation) May 11, 2016
https://twitter.com/kylerogers1996/status/730400269406744576
Is Budweiser to become "America" throughout the world or just the US? Either way its now really made me want a #Budweiser
— Man Living Alone (@ManLivingAlone) May 11, 2016
[Featured image via Budweiser]
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Comments
Budweiser will be banned from Safe Spaces and other SJW places where adults are not allowed.
Budweiser will become the “New Coke” of beers. The Left will be screaming: “Bring back our Budweiser.”
I am told that the *real* Budweiser, as in made in Czech Republic, is actually drinkable.
I’m saddened that the second worst(*) beer in America will be called “America”. Why couldn’t they rename Stella instead?
(*)The worst beer is Coors Light.
Coors Light is like making love in a canoe.
What? Requires a little more motivation to get where you want to be?
You never heard that joke? “F close to water”.
“Coors Light” is redundant.
I think we should be paid for naming-rights. Bud is using our name.
The worst beer – Trump Putrid Yellow Bitter. It tastes like soggy Cheetos in CLR and it will burn a hole in your party.
“Make American Beer Great Again”
If this is a hit, Trump will swear it’s brewed in the basement of Trump Towers.
Name it ‘Columbia Gem of the Ocean’ or whatever, its still just good for weed killer.
I don’t often drink beer, but when I do, it’s Descutes Black Butt Porter. OR their Obsidian Stout.
Next time I come to your lovely jurisdiction we’ll have to have one of those Porters, Rags. I want to see how it compares to the Southampton Publick House Chocolate Porter.
Remind me, and we’ll just do that!
I see that the advertising company that came up with this brilliant idea is JKR. What’s Karl Rove’s first name, anyway?
Johann.
Visually a bit drab. Maybe that Belgian influence at work.
I’m not a big beer drinker, but Belgians I like.
In this day and age I rediscovered the value of being a snob. Yeah, I’ll pay $17 for a bottle of beer, but it’s a damn good beer, and if I wanted to be a down-with-the-working-class hipster I’d drink Pabst.
Budweiser is for drinking? I thought is was just to put in a pot of chili or maybe some stew.
I have never liked Budweiser.
But it is refreshing that somebody still sees value in American patriotism. Budweiser (as far as I know) has always advertised using the topic of American patriotism.
That’s why, even if I don’t like their beer that much, I buy a case once in a while.
They will sell a lot of “America” this summer, 4th of July, Memorial Day I think, and an election year. Marketing genius.
I don’t even drink beer, but I will probably sip “America.” How can you not?
I think Advertisors see something in the culture that a Trump also sees: there’s a longing in America to stop or at least change all of this fundamental transformation stuff that Obama is up to.
Budweiser’s America probably isn’t even the best example.
Look at this Lowe’s commercial, https://m.youtube.com/watch?v=NrQUDfdoOL0 It’s wholesome, & emphasisizing community…. The explicit story is about making the neighborhood great again. It’s full of Americana, even all of the cars on the street are American. And the YouTube comments are full of comments like “if this were a movie, I would watch it.”
You need to give it a close watch. The future of America is a white boy, himself part Italian, or something south European, falling in love with a Hispanic girl. A dilapidated house where a white family once lived gets sold to Hispanics.
Just guessing here, you aren’t from Texas are you?
California. And pro-miscegenation. #NeverTrump.
Figures.