Budweiser owner Anheuser-Busch InBev is redesigning its packaging for beer cans and bottles from May 23 through the presidential elections in November, replacing the name of the brand with "America."
In addition to Budweiser becoming America for the summer, the company will also be changing the label to include text that is significant to the history of the United States, including lyrics from The Star Spangled Banner and America the Beautiful and phrases taken from the Pledge of Allegiance.
According to AB InBev, the America cans and bottles look to provide inspiration to beer drinkers in celebrating the shared values between the company and the country of authenticity and freedom.
"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 AB InBev Vice President Ricardo Marques.
The redesigned packaging is a part of the company's "America is in Your Hands" summer campaign, and will run through the period between Memorial Day and Labor Day. The period is a significant one because a third of the annual beer sales in the United States occur during the time.
While the brand has promoted the spirit of the United States in the past, such as in its collaborative concert with Jay-Z, replacing Budweiser with America on its beer cans and bottles carries the advantage of being free for the cost-conscious company.
AB InBev has filed for approval from the Alcohol and Tobacco Tax and Trade Bureau for the America label, which is one of the biggest patriotic marketing ploys that the Budweiser brand will make so far.
The "America is in Your Hands" campaign will see Budweiser involved in culturally relevant moments throughout the year, including the Fourth of July, Copa America Centenario soccer tournament, the National Park Service's 100th anniversary and other events that will celebrate the six athletes bearing the Team Budweiser name, who will be competing in the 2016 Olympics and the Paralympic Games.
Budweiser was also present in Superbowl 2016, teaming up with Dame Helen Mirren for a public service announcement against drunk driving.
