Budweiser renamed ‘America’

Budweiser has been given permission to temporarily rename itself ‘America’ as part of a bid to tap into the patriotic spirit of American consumers this summer.

AB InBev, which owns Budweiser, filed an application for a temporary name change with the Alcohol and Tobacco Tax and Trade Bureau, who approved the request this week.

Part of its “America in your hands” campaign, 12-oz. cans and bottles of Budweiser will carry the new labelling from 23 May until November, during which time the the Copa America Centenario, Rio 2016 Olympic and Paralympic Games and the presidential election will take place.

Reflecting the patriotism inspired by such events, Budweiser will also be adding phrases central to American history to the new labels, including phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.”

Budweiser said that it hopes the modified labels will “inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity”.

“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” cans and bottles will feature in a national TV spot, premiering June 1, as part of the campaign, which will also include the use of billboards, murals, digital content, and retail activations.