The King of Beers has a new tagline: “E Pluribus Unum.”
Anheuser-Busch announced that the company will be replacing the name “Budweiser” with “America” on the brand’s 12-ounce cans and bottles starting on May 23. The patriotic containers will be available through the November presidential election, capitalizing on major U.S. summer holidays, a huge international sports season—the Olympic Games in Rio and Copa America soccer championships—and peak presidential campaign craziness.
“We are embarking on what should be the most patriotic summer that this generation has ever seen,” says Ricardo Marques, a Budweiser vice president.
But the irony of the Belgian-owned Anheuser-Busch making this move has not been lost on many internet commenters. And raising a few eyebrows, the can’s usual bottom text—”Brewed by our original process from the choicest hops, rice and best barley malt”—has been swapped in favor of lyrics from folk singer Woody Guthrie’s protest anthem, “This Land is Your Land”: “From the redwood forest to the Gulf Stream waters / This land was made for you and me.”
Budweiser is also unveiling new cans and bottles featuring a magnified view of the Statue of Liberty’s torch, inspired by Team Budweiser, the brand’s six Olympic and Paralympic hopefuls. On shelves from May 23 through mid-September, the “Torch” packaging will be available in 16- and 25-ounce cans, along with 16-ounce aluminum bottles.
Read more about the “America” rebranding at VinePair.