The Strategist

Budweiser gets hint of 'America'

05/11/2016 - 16:14

Anheuser-Buschb company, the most famous of which brands is Budweiser, agreed to temporarily rename it. During the summer campaign period, Budweiser beer will be produced under ‘America’ brand in the United States, reports CNN.

Sale of beer under the new brand are starting on May 23. The campaign will last until the US presidential elections in November.

Choosing a new name and design, Anheuser-Busch has made the central focus on the topic of patriotism. This also explains why the company decided to link the renamed brand to the elections. The company's announcement emphasizes that the change of label is designed "to encourage drinkers to celebrate values of freedom and authenticity common for America and for Budweiser."

The new cans and bottles will feature lyrics of the US national anthem «The Star Spangled Banner» and a patriotic song «America the Beautiful». Statue of Liberty’s image will appear on 16 ounces (about 0.5 L) and 25 ounces (about 0.7 l) cans, as well as on 16-ounce-bottles (about 0.5 liters).

The patriotic design has been developed by a New York agency Jones Knowles Ritchie. The project is part of a campaign called ‘America is in Your Hands’, which is designed to remind the state’s residents of the nation’s fundamental element - optimism. The project will be supported by an advertising campaign on television, starting from 1st June. In addition, the campaign will include advertisement on billboards, graffiti, digital-content, as well as promotions in retail.

Anheuser-Busch was originally an American brewery, established in St. Louis in 1852. In 2008, the Belgian brewing company InBev acquired Anheuser-Busch, creating a new joint company called Anheuser-Busch InBev.

A representative of the Anheuser-Busch told CNN Money that beer Budweiser is an American brand, even if the parent company is located in Belgium.

"All the Budweiser, which will be consumed in the United States, will be brewed in the United States - said the company’s representative. - Packages branded «America» will not be available outside the country."

He said that there are dozens of factories in the US that brew Budweiser beer. 

According to research in marketing, North American symbols and names become especially popular among the US population in the process of international sports or elections. 
Budweiser’s Vice President Ricardo Marques said that it would be the most patriotic summer seen by the current generation. The season will include Copa América 2016, held in the US for the first time, as well as performance of the national team at the Olympics in Rio de Janeiro.