Budweiser announced May 10 it will rename its beer "America" from May 23 through the November presidential election.
“These cans and bottles aim to inspire drinkers to celebrate America and Budweiser's shared values of freedom and authenticity,” Belgium-based global beer company Anheuser-Busch In-Bev said in a press release May 10 about its new campaign, titled “America Is In Your Hands.”
In addition, the company will add lyrics from "The Star-Spangled Banner," and "America The Beautiful" as well as phrases from the Pledge of Allegiance to the Budweiser label.
New cans and bottles featuring the Statue of Liberty's torch will also be available in September.
The company explains it is not just renaming the beer in honor of the presidential elections, but other significant events taking place in 2016.
"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," said Ricardo Marques, vice president of Budweiser. "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."
Some marketing experts are calling this move risky, USA Today reports.
“[Budweiser already] says America, without saying it," said John Immesoete, chief creative officer at global marketing agency Epsilon.
"They are basically taking a brand name they’ve spent billions of dollars behind worldwide, and tossing it aside for a while and putting 'America' on it," further explained Immesoete.
Past surveys reveal patriotic advertising can sometimes work well for companies, trade publication International Journal of Sports Marketing & Sponsorshipreports.
Data the publication collected during the 2006 FIFA World Cup and 2008 Olympics discovered “consumers’ patriotism during international mega-sporting events significantly increases their involvement in those events, and that heightened level of patriotism ... positively influences their attitudes towards patriotic advertising."
Sources: Anheuser-Busch via PR Wire, USA Today,International Journal of Sports Marketing & Sponsorship / Photo credit: Anheuser-Busch, Wikimedia Commons