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Beer giant announces name change

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There’s no trademark on America.

Budweiser, now owned by Belgium’s AB Inbev, will rename its beer “America” this summer and alter its labels with images and phrases affiliated with the republic.

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.

The campaign, called “America is in Your Hands,” will run from May 23 through November and will include on cans and bottles passages ranging from Pledge of Allegiance to lyrics from “The Star Spangled Banner” and “America the Beautiful.”

“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.” said Ricardo Marques, vice president at Budweiser.

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.

It’s not Budweiser’s first venture into “America,” the brand. A year after the Sept. 11 attacks, the Clydesdales where shown in commercial crossing the Brooklyn Bridge and pausing near the World Trade Center.

It’s a well-worn path in advertising, particularly as the July 4th or Presidents Day approaches, when Honest Abe hawks used cars or George Washington routes the British in a shiny Dodge Charger with a big, old American flag sticking out of the passenger window.

The Associated Press contributed to this article. 

About the Author

Stephen is a U.S. Army veteran with over a decade of combined experience in political commentary, economics, and news.

Comments

  1. Texas Son says

    Hmm…this foreign-owned beer company definitely wants to target the U.S. market. I guess that name change will translate to BIG $$$$. They’re no fools!

    • Wendy says

      Using and Americana advertising campaign is one thing. Renaming a well-known brand to something used to name a zillion other kinds of product is corny and genericizing.

    • B. Roger Smith says

      They sure aren’t. At least they are profiting on American values, more than you can say for many “American” companies. It’s a shame that Belgium has to bring patriotic values to the American people, especially in the form of beer!!!

      • uncle_fweddy says

        Belgium bringing American values? Are you kidding? Belgium is the center of the European Union, that’s mandating country-wrecking measures, such as mass muslim immigration to Great Britain, which in serious trouble. I think Belgium, or as it’s now known, Belgistan, is spreading its assault on Western Culture to the entire world.

  5. Barbara Emmons says

    Seriously? Budweiser should leave the name alone, Because U Deserve What Every Individual Should Enjoy Regularly.

  7. Jim McKinnis says

    Marketing’s as illogical as predicting trends when all is said and done–One subtle loss is the one syllable tag–This Bud’s for You, Bring me a Bud, et cetera–Coke vs. Pepsi–Coke wins–This America’s for you? This Am’s for You? Granted we’re proud and patriotic, or should be for many many reasons, but America is too diverse an idea to draw it down to a brew…In my crystal ball, this is going the way of the New Coke

  13. Bob says

    How about they start with A BETTER PRODUCT INSIDE THE can or bottle. A beer made of barley NOT a conglomerate of rice, corn, wheat, and a little barley!

  14. Steve says

    I LOVE BUD ! Now it will be my American BUD ! Just please don’t change the inside of my King Bud ! Leave the recipe alone ! Long live the King of Beer !

  15. max says

    Why would you change the King of Beer to a different name? Bud has to stay , what am I gonna order, “hey, give me an America”, no way, ” give me a Bud” period