American currency has long held claim to being the only thing found in bars that boasts the phrase “E Pluribus Unum.”
This summer, Budweiser wants to change that by rebranding itself as “America” and peppering its packaging with that very phrase, alongside others like “Liberty and justice for all” and “Indivisible since 1776.”
The company wants to replace “Budweiser,” the name of the beer, with the word “America,” the name of our country, for the summer. According to AdAge, Anheuser-Busch InBev has filed the label for approval from the Alcohol and Tobacco Tax and Trade Bureau.
In addition to the aforementioned phrases, the word-heavy label would include, in all capital letters, “Land of the free,” “Home of the brave” and “From the redwood forest to the gulf stream waters, this land was made for you and me.”
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Don't worry — there's more. It's topped with a diamond containing “U.S.” and a smaller “United States of America” and that is topped with the lyrics from the first four bars of the “The Star-Spangled Banner.”
Jorn Socquet, an Anheuser-Busch InBev marketing vice president, declined to comment on the packaging but did tell AdAge that the Fourth of July and the Olympics will play a role in the brand’s summer advertising.
“You have this wave of patriotism that is going to go up and down throughout the summertime,” Socquet said. “And we found with Budweiser such a beautiful angle to play on that sentiment.”
It’s hard to imagine a more patriotic label, particularly for a brand that’s not even technically American. In 2008, Anheuser-Busch was purchased by InBev, a beer conglomerate based in Belgium and Brazil.
Still, Budweiser’s advertising team works tirelessly to maintain the beer’s image as an American institution. Anyone who has ever tuned into the radio for more than 15 minutes has surely heard “Brewed in St. Louis, Missouri.” And having a cold Budweiser was basically all Peyton Manning could talk about just moments after becoming the oldest NFL quarterback to ever win a Super Bowl (even though he wasn't paid to endorse the brand).
Lately, the company has been injecting plenty of patriotism into their ads. One of the cans the beer comes in features stars and stripes in the classically American red, white and blue color palette. Limited-edition packaging included the Statue of Liberty. In a Super Bowl commercial from 2016, titled “Not Backing Down,” the beer is boldly announced as “not imported.”