For summer’s sake, Anheuser-Busch is replacing “Budweiser,” the brand of the beer labeled “America,” our country. America has no trademark.
Budweiser which is currently owned by AB Inbev, a Belgium’s beer industry will be renaming its brand “America” and replace its labels with phrases and images associated with the nation. This comes from late May until Presidential elections scheduled for November this year. The folks behind Budweiser will sub in “US” for “AB” in their logo and replace the slogan “King of Beers” for “E-Pluribus Unum.” The slogan “The Star-Spangled Banner” will appear on the top of the brand.
This is rather a new move by the Anheuser-Busch to make some kind of patriotic measures with Budweiser cans annually, which seemingly this rebranding speaks more about Budweiser’s American anecdote than they possibly want to admit.
With plenty of cunning beers in the current market, they will be launching white, blue and red campaign to lure the drinking public ahead of the presidential election later this year which seems to be unlike others that have been held in the past. The campaign which has been labeled “America in Your Hands” will start from May 23 and run till November. “American the Beautiful” is also another patriotic slogan that will appear on bottles and cans of the beer brand.
In reference to Ricardo Marques, vice president at Budweiser, they have always tried to embody America in a bottle, and are honored to have gotten the chance to salute this great nation for the past 140 years since they started brewing Budweiser.
All 12-ounce bottles and cans will bear the label “America.” They will also come with images such as a magnified view of the Statue of Liberty’s torch, Paralympic and Olympic hopeful contestants.
This is not the first time Budweiser has ventured into “America” as a brand. Following the Sept. 11 attack, there were ads where Clydesdales were shown crossing the Brooklyn Bridge and making stopovers near the World trade Center.
Budweiser hails from South Bohemian region which is currently referred to as Czech Republic. It’s shipping to the United States started in 1875, about a year before Adolphus Busch, an immigrant from U.S. made a trip to Bohemia and opted to call his U.S. brand Budweiser in tribute to the original brand.
Over 50 million barrels of Budweiser were sold in 1988, accounting for 25% of all beer sold in the United States. Back in 2011, it had lost over 70% of its sales and became third following stiff competition from Coors Light brands. According to Beer marketer’s Insights, Budweiser currently accounts for just 8% of the U.S. market swimming in a pool of light larger which account for about 70% of all beer sold in the United States.
Budweiser rebranding to “America” is intended to boost its sales during the summer ahead of the next presidential polls. Perhaps the manufacturers hope they will round off the edges from the Old World and blend seamlessly into the current. Just like baseball and apple pie, they want to let its fans on dive bars that their light larger of their choice in red, blue and white cans is a big part of “America” and the brand is here to stay. However, some drinkers are finding the rebranding idea to boost sales as weak and incredibly myopic.
In reference to Lizabeth Landon Cole, founder, Lizabeth PR, whether the rebrand is temporary or not, it is offensive as a publicist and an American. Her opinion is that it will not bring the boost they hoped for but it will be costly in the long run.
Stacy Tank, vice president of corporate communications and external affairs of The Home Depot claims that Budweiser is asserting itself in a world where craft-beer expansion is off the charts and the imports are strengthening.
Rebranding only captures just those who love the brand and want to express their patriotism, according to Romey Louangvilay, director of digital marketing, Curate Directive. It’s on a similar note that consumers view the rebranding as corporate greed, he adds.
Beth Monaghan, CEO and cofounder of Inkhouse says that rebranding is a great PR move that attracts media attention, particularly if it’s unexpected or controversial.
The rebrand has also ignited backlash in social media.