Budweiser Renames Its Signature Brew ‘America’ as a Celebration of Patriotism

Limited edition cans on shelves through November

Headshot of Kristina Monllos

Budweiser just got another makeover. The Anheuser-Busch brand just revealed its new packaging design, again from Jones Knowles Ritchie, with "America" replacing "Budweiser" on its 12-oz. cans and bottles. 

With the new look, the Belgian-Brazilian owned brand is aiming to "celebrate America and Budweiser's shared values of freedom and authenticity," according to the company's release.

On shelves from May 23 through November's election, the packaging is a fundamental part of its summer campaign, "America is in Your Hands," which the brand is hoping will inspire consumers to "embrace the optimism upon which the country was first built." 

"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, vp of Budweiser in a statement.

He added: "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." 

As part of the effort, Bud's famous creed has been amended to include phrases from the Pledge of Allegiance as well as lyrics from the "The Star Spangled Banner," "This Land is Your Land," and "America the Beautiful." 

The new packaging will be featured in a new TV spot from the brand which will roll out on June 1. The new "America is in Your Hands" campaign, from Anomaly, will feature billboards, murals, digital content and retail activations.

The brand also notes that there will be "additional surprises" throughout the summer, and it will be part of culturally relevant moments, like Fourth of July celebrations, the Copa America Centenario soccer tournament, the 100th anniversary of the National Park Service and events celebrating Team Budweiser—the company has six athletes competing to make it to the Rio 2016 Olympic and Paralympic Games.

Another design, featuring Lady Liberty will also be on shelves through mid-September in 16-oz. and 25-oz. cans as well as 16-oz. bottles. That design is inspired by Team Budweiser. 

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.