This America’s For You: Budweiser Launches Patriotic Redesign for Summer [PHOTOS]

Until the November election, the beer first brewed in St. Louis will change its name to America.

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This summer, as you’re rooting for the USA at the Olympics or Copa America soccer tournament, chillin’ with friends at a Memorial Day or Fourth of July BBQ, or despairing over the pitiful state of the 2016 presidential election, you can do it while sipping on a beer literally named America.

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Budweiser, owned by Belgian company Anheuser-Busch InBev, officially announced its new summer redesign Tuesday after weeks of rumors about its proposed patriotic campaign, officially titled “America is in your hands.” Here are the big changes:

  • The name Budweiser officially replaces the word America on 12-ounce cans and bottles. Budweiser’s hand-drawn script had to be recreated for the design, with special attention paid to translating the “distinctive, swirly aesthetic of the Budweiser ‘B,’” reports Fast Company.  
  • America hits shelves May 23 and runs through the election in November.
  • The rest of the copy on the cans and bottles is replaced with phrases from the Pledge of Allegiance and lyrics from “The Star Spangled Banner” and “America the Beautiful.” “King of Beers” is changed to “E Pluribus Unum.” “The World Renowned” is now “Land of the Free.” “Registered” is now “Since 1776,” although Budweiser didn’t get its start until a century later.
  • Only the bowtie logo on the back of the cans remains untouched.

America cans and bottles, designed with Jones Knowles Ritchie New York, will star in their own national TV commercial, which starts June 1.

“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.”

Here’s a closer look at the new cans and bottles:

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America in a can.

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America in a bottle.

Contact Lindsay Toler by an email at LToler@stlmag.com or on Twitter @StLouisLindsay. For more from St. Louis Magazine, subscribe or follow us on Facebook and Twitter.

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