The well-known beer, Budweiser, is going rogue this summer, changing its appearance slightly and altering its name for a few patriotic months out of the year. Just call it "America". No but really, the Belgium’s AB Inbev owned beer will officially change its name to "America". The campaign, called “America is in Your Hands,” will run from May through November and will include on cans and bottles with passages ranging from Pledge of Allegiance to lyrics from “The Star Spangled Banner” and “America the Beautiful" on the labels.
The red, white and blue campaign is being launched into a very competitive market already foamy with craft beers, and upon a drinking public bracing itself for a presidential election likely to be unlike any before it. But as we all know, Budweiser has always strived to embody America in a bottle. They're honored to salute this great nation where their beer has been passionately brewed for the past 140 years by making this change to its appearance.
The “America” label will appear on 12-ounce cans and bottles. The new cans and bottles will include images like a magnified view of the Statue of Liberty’s torch and Olympic and Paralympic hopefuls. Budweiser knows what they're doing. As you may recall, it’s not their first venture into “America”, the brand. A year after the Sept. 11 attacks, the infamous Budwesier Clydesdales where shown in a commercial crossing the Brooklyn Bridge and pausing near the World Trade Center. Doesn't get more American than that.
So grab your buds this summer and cheers to the red, white and blue: here's to you, America! And kudos to Budweiser for devouring the details of a perfectly patriotic campaign. May they have better luck at being "American" than the rest of us voting for a candidate in the presidential election!