Budweiser to Rebrand Itself as ‘America’ for the Summer

‘America’ will replace the word ‘Budweiser’ on cans, bottles, and packaging from May 23 through election season

Though Budweiser has experimented with patriotic labels in the past, this rebranding goes farther than ever before.

Budweiser is getting a patriotic makeover for the summer, going beyond previous years when packaging featured the Statue of Liberty, and stars and stripes. This year, “America” is replacing the word “Budweiser” on the front of its 12-ounce cans and bottles. The limited-edition packaging will run from May 23 through the general election in November, reports The New York Times.

Packaging will also include phrases such as “E Pluribus Unum,” “From the redwood forest to the Gulf stream waters this land was made for you and me,” and “Indivisible since 1776.” At the same time, the company will be running an “America is in Your Hands” campaign, which includes a national TV spot featuring the cans and bottles which premieres on June 1, according to Advertising Age.

On questions of whether or not customers looking for Budweiser will be confused by the new packaging, Ricardo Marques, a vice president at Budweiser, says, “We have no doubt that consumers will recognize it in a heartbeat.”

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