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Latest headlines

Budweiser renames its beer ‘America’

By Jeremy Gerrard
Budweiser renames its beer ‘America’
May 11, 2016

The king of beers is tapping into American patriotism, kicking its iconic “Budweiser” name and logo off the can for the summer and rebranding it “America.”

Because of its wide use, there is no trademark on America—giving the company the right to use the name on the front of its 12-oz. cans and bottle. The “America is in Your Hands” campaign also modifies Budweiser’s label, adding patriotic phrases sampled from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.”

Budweiser, owned by Belgian-Based Anheuser-Busch InBev, has a long tradition of using patriotic packaging. The change in particular, available in stores from May 23 through mid-September, is timed to carry US consumers through the summer season, including the Fourth of July holiday, the Olympic games in Rio de Janeiro and what is likely to be a tumultuous presidential race leading up to the November election.

“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,” says Ricardo Marques, vice president of Budweiser.

The new cans and bottles will feature images like a magnified view of the Statue of Liberty’s torch and six Olympic and Paralympic hopefuls. The “Torch” packaging will be available in 16-oz. and 25-oz. cans, along with 16-oz. aluminum bottles.

KEYWORDS: beverage industry food and beverage manufacturing packaging trends

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Jeremy Gerrard was Food Engineering's Digital/Online Editor. He is a graduate of Auburn University with a degree in journalism. His previous work experience includes years spent as a reporter with the Daily Local News out of Chester County, PA. In addition to writing feature articles for Food Engineering, Jeremy covered the Dry Processing, Field Reports and People and Industry news sections.

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