The King of Beers wants to solidify its status as a true U.S. icon by changing its name to “America” this summer.
Anheuser-Busch InBev, the parent company of Budweiser, has asked the Alcohol and Tobacco Tax and Trade Bureau for permission to use labeling that replaces the beer's name with the word America and boasts patriotic phrases like“Land of the Free,” “Liberty and Justice for All,” “Home of the Brave” and “From the Redwood Forest to the Gulf Stream waters this land was made for you and me,” reports AdAge.
— re:DESIGN (@PaulBiedermann) May 10, 2016
AB InBev owns two of the country’s bestselling beers—Bud Light and Budweiser—but the company is technically no longer American-owned. InBev, a beer conglomerate based in Belgium and Brazil, acquired Anheuser-Busch in 2008.
But the company has worked tirelessly to maintain its image as all-American institution.
Since 2011, the company has released special edition summertime cans that feature images such as American flag stars and stripes or the Statue of Liberty as a nod to several patriotic pastimes including Memorial Day, July Fourth, and barbecue season in general.
"You have this wave of patriotism that is going to go up and down throughout the summertime," Anheuser-Busch InBev U.S. Marketing VP Jorn Socquet told AdAge, though he wouldn’t specifically talk about the “America” label plans.
"We found with Budweiser such a beautiful angle to play on that sentiment."
Budweiser, an official U.S. sponsor of the Olympic games, will continue its patriotic push with a new ad featuring several Olympic athletes and a branded series that tells inspiring stories of "Team Budweiser" athletes starting in June.