Budweiser to rename its beer 'America'
In what Anheuser-Busch, Inc. is calling “maybe the most American summer ever,” the beer giant has decided to take things even further with the decision to change Budweiser's name to “America.”
With patriotism experiencing a major groundswell in the face of an upcoming and incredibly polarizing election paired with the Olympics in Brazil, some marketing specialists say the move is “potentially ingenious” but also some of the most “potentially absurd” branding to ever happen.
For this summer only, the “King of Beers” will be rebranded and will also have its tagline to “E Pluribus Unum.” Other changes include "The World Renowned" to "Land of the Free" and "Anheuser-Busch, Inc." expected to read "Liberty & Justice For All." They've even to decided to exchange "Trademark" for "Indivisble" and "Registered" to "Since 1776" despite the fact that the first Budweiser wasn't actually brewed until around a century later.
"We thought nothing was more iconic than Budweiser and nothing was more iconic than America," says Tosh Hall, creative director at the can’s branding firm JKR.
The entire beer industry sees a double-digit boost in sales during the summer months of the year, and Budweiser is hoping that the special summer-edition cans will help push their brand even further. It’s not the first time the company has reworked their can designs for the season. In 2011, Budweiser produced summer-edition cans that featured imagery like the American flag and the Statue of Liberty printed on red, white and blue cans.
The tagline for the entire related media campaign is robed in overt sincerity and comes with the inspiring message: "America is in your hands.”
There’s no expected date available for when the patriotic switch to everyone’s favorite completely mediocre 5% ABV beverage will occur. Next year, Budweiser plans to brew the beer with bald eagle tears instead of water. The previous sentence is completely not true.
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