A brand that is budding patriotism

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A-B InBev Looks to Replace Budweiser With ‘America’ on Packs
Label Filings Reveal Major Patriotic Packaging Play

Budweiser America

Budweiser America Credit: Alcohol Tobacco Tax and Trade Bureau

Budweiser, which has dressed bottles in stars and stripes in previous summers, could be poised to make one of its biggest patriotic plays yet. The brand has sought approval for new labels that replace the Budweiser name with “America,” according to a filing with the Alcohol and Tobacco Tax and Trade Bureau.

The labels don’t stop there. They include phrases such as “E Pluribus Unum” and “from the redwood forest to the Gulf stream waters this land was made for you and me,” as well as “indivisible since 1776.”

A Budweiser spokesman declined to comment on the labels.

Budweiser, which is owned by Belgium-based Anheuser-Busch InBev, has a history of using patriotism in marketing. Last year, limited-edition packaging included an image of the Statue of Liberty. The brew has also used stars-and-stripes on can designs in recent summers.

But replacing “Budweiser” with “America” — even for a limited time — would supercede previous attempts at patriotic marketing. In a recent interview, Anheuser-Busch InBev U.S. Marketing VP Jorn Socquet declined to comment on Budweiser‘s summer package design plans. But he foreshadowed Bud’s summer marketing by suggesting the brand would make use of the Olympics and Fourth of July celebrations, as well as the Copa America soccer tournament that will be played in the U.S.

“You have this wave of patriotism that is going to go up and down throughout the summertime,” Mr. Socquet said. “And we found with Budweiser such a beautiful angle to play on that sentiment.”

Budweiser is an official U.S. Olympic Games sponsor. The brand recently stated that a number of Olympic athletes would appear in a new ad slated to premiere in June and run during the Olympics broadcast on NBC. Budweiser also stated that it is “creating a branded and editorial content series that tells the inspiring stories of Team Budweiser athletes, which will premiere in June.”

Budweiser‘s agency is Anomaly.

About Author

E J Schultz

E.J. Schultz is the Chicago Bureau Chief at Advertising Age and covers beverage, automotive and sports marketing. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina. His journalism awards include a 2012 Jesse H. Neal National Business Journalism Award for best range of work by a single author and a 2011 Best in Business award for a feature story from the Society of American Business Editors and Writers. A native of Cincinnati, Mr. Schultz has an economics degree from Xavier University and a masters in journalism from Northwestern University.

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