Ordering a Budweiser may soon get you nothing more than a confused look in most saloons: The beer giant will change its label to “America” for the summer.
The beer maker’s parent company, A-B InBev, has filed to run a limited-edition label on its 12-ounce cans and bottles from May 23 through the November general election.
The labels will also be accompanied by an ad campaign set to begin June 1. The theme? “America is in Your Hands.”
While the campaign does sound like a reminder for Americans to do their civic duty and vote, Budweiser Vice President Ricardo Marques said several summer events fueled the patriotic decision.
“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,” he said in a release.
Some of the Copa America games will be played in the Phoenix area.
“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,” Marques continued.
The new label will read “America” in place of the legendary “Budweiser” text. In addition to the name change, the beer’s slogan “King of Beers,” will instead read “E Pluribus Unum,” the motto of the United States that means “out of many, one.”
Several other patriotic touches will be added. Instead of a description of the beer, drinkers will be treated to some lyrics from Woody Guthrie’s “This Land is Your Land,” more lyrics from the “Star-Spangled Banner” and a line from the Pledge of Allegiance.
Our favorite part is adding the words “Indivisible since 1776” in place of “Trade Mark Registered.”
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