Budweiser will rename its beer America this summer and alter its labels with images and phrases affiliated with the republic.
The beer maker, now owned by Belgium’s AB Inbev, is launching the red, white and blue campaign 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.
“We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on US soil for the first time, Team USA competing at the Rio 2016, Olympic and Paralympic Games,” Ricardo Marques, Budweiser VP, said.
The Copa America Centenario is a ceremonial soccer tournament typically held in South America.
The “America is in Your Hands” campaign starts in summer during events where Budweiser will be present, including Fourth of July celebrations, the 100thanniversary of the National Park Service, and events to celebrate the brand’s six Team Budweiser athletes competing to appear in the Rio 2016 Olympic and Paralympic Games.
Budweiser is also unveiling new cans and bottles featuring a magnified view of the Statue of Liberty’s torch, inspired by Team Budweiser, the brand’s six Olympic and Paralympic hopefuls. On shelves from May 23 through mid-September, the “Torch” packaging will be available in 16-oz. and 25-oz. cans, along with 16-oz. aluminum bottles.
