Budweiser Renames Itself ‘America’ to Inspire Drinkers

May 12, 2016

Budweiser_Renames_Its_Beer__America____Co_Design___business___designAmerica’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.

“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,” said Ricardo Marques, vice president, Budweiser. “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 “America is in Your Hands” campaign will come to life this summer during 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. The campaign will include billboards, murals, digital content, and retail activations along with additional surprises to be revealed throughout the summer.

Budweiser is also unveiling new cans and bottles featuring a magnified view of the Statue of Liberty’s torch, inspired by Team Budweiser, the brand’s six Olympic and Paralympic hopefuls. On shelves from May 23 through mid-September, the “Torch” packaging will be available in 16-oz. and 25-oz. cans, along with 16-oz. aluminum bottles.

For more information, check out Budweiser on Twitter, Instagram and Facebook.

11 Responses to Budweiser Renames Itself ‘America’ to Inspire Drinkers

  1. Anonymous on May 12, 2016 at 9:34 am

    What about those folks participating in the special Olympics? No can to salute them?

  2. Sea of Joy on May 12, 2016 at 9:40 am

    This is just a dumb move by Budweiser. Everyone will still say “Can I get a Bud” at the bars, etc. I think it would take a while to catch on.
    I don’t prefer Budweiser, but the name seems iconic to me and always makes me think of the Clydesdales.

  3. John on May 12, 2016 at 9:41 am

    Nothing Inspires America like a bunch of drunken idiots

    • Jimmy John on May 14, 2016 at 6:47 am

      Or nit wit comments.

  4. KeepinItReal on May 12, 2016 at 9:43 am

    Looks like all the 10-oz drinking hillbillies won’t be able to enjoy this promotional ploy…

    • Anonymous on May 12, 2016 at 11:34 am

      Why do they drink the small cans?

    • WOW!! on May 12, 2016 at 4:25 pm

      You seem to know about the 10oz you stupid hillbilly

  5. WaldorfIsAGhetto on May 12, 2016 at 11:39 am

    I’ll take a case of America please with some Busch

  6. Localboy on May 12, 2016 at 1:58 pm

    Don’t get wrong but if Budweiser is so American why did they sell out to a Belgian company!?

  7. figuratively speaking on May 13, 2016 at 2:44 pm

    got it, Bud is no longer wiser, not that it was wiser to begin with.

  8. Jimmy John on May 14, 2016 at 6:49 am

    Not as lame as someone leaving two separate comments about a lame story