Business

Budweiser in the U.S. to be rebranded 'America' until election day

Beer giant Anheuser-Busch says it will re-brand Budweiser as 'America' on the front of its cans and bottles in the U.S. until the country's election day this November, as part of campaign called 'America is in Your Hands.'

Temporary bottle re-design will also include Pledge of Allegiance, national anthem lyrics

Budweiser is rebranding as America until election day in November. (anheuser-busch.com)

The self-proclaimed King of Beers is apparently big on democracy.

Anheuser-Busch says it will rebrand Budweiser as "America" on the front of its 355-ml cans and bottles in the U.S. until the country's election day this November, as part of campaign called "America is in Your Hands."

"We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games," Ricardo Marques, vice-president of Budweiser, said in a statement. "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."

Multi-national background

The statement does not mention that Budweiser owes its name to a Czech city or that the U.S.-based Anheuser-Busch Companies Inc. is a wholly owned subsidiary of beer giant AB InBev, headquartered in Belgium.

It wasn't immediately clear if any of the altered labels will be sold in Canada. CBC News has sent an interview request to Anheuser-Busch.

The campaign, which starts on May 23, will be featured on television starting in June. The redesign will also include phrases from the U.S. pledge of allegiance, The Star-Spangled Banner and America the Beautiful.

Not Bud's first patriotic ad

While the name of the campaign and its end date tie it to the likely presidential showdown between Democrat Hillary Clinton and Republican Donald Trump, the company's announcement does not mention the campaign beyond "America and Budweiser's shared values of freedom and authenticity."

It's a well-worn path in advertising, particularly as U.S. Independence Day or George Washington's Birthday approaches, when Abraham Lincoln hawks used cars or George Washington routs the British in a shiny Dodge Charger with a big, old American flag sticking out of the passenger window. 

It's not Budweiser's first venture into "America," the brand, either. A year after the Sept. 11 attacks, the Clydesdale horses used in Budweiser advertising were shown in one commercial crossing the Brooklyn Bridge and pausing near the World Trade Center.

With files from The Associated Press

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