Beer brand Budweiser, owned by a Belgian company, said on Tuesday that it will be rebranding itself as “America” from March 23 through the US federal elections in November. The new name will replace “Budweiser” on beer cans, bottles and packaging.
According to Ricardo Marques, vice-president at Budweiser, it will be “probably the most American summer of our generation.”
The move was taken to incite a feeling of nationalism amidst a series of events scheduled to be held this in the US this summer that includes the summer Olympics, Independence Day, Labour Day, and the Copa America soccer tournament, the New York Times reported.
The Belgium-based, Brazilian-run company Anheuser-Busch InBev controls nearly 25 percent of the world’s beer market. North America is the most profitable market for the company and it is not the first time that it has changed its labels to feature American icons. Ab-InBev has previously featured the Statue of Liberty and the American flag on its labels for similar summer promotions.
In its 2015 financial report, Ab-InBev mentioned its plans of investing more in the marketing campaigns to boost its sales. “We are increasing our investments in sales and marketing programs that build on each brand’s distinct image and consumer positioning,” the company said in the report as quoted by the BBC.
The redesign of the brand will focus on every aspect of Budweiser including the beer’s slogan which will be changed from “King of Beers” to “E Pluribus Unum” meaning “Out of many, one.” The description of the brewing process at the top of the can will be replaced by lyrics to “The Star-Spangled Banner.” The redesigns of Budweiser was done by Jones Knowles Ritchie, the New York Times reported.
“We have no doubt that consumers will recognise it in a heartbeat,” said Marques.
The US Budweiser came into being in 1876 in St. Louis, Missouri. But as a result of a feud over trademark, it had to be marketed with “Bud” in a number of countries in the European Union.