All 12-ounce cans and bottles of Budweiser will feature the word “America” on their labels, instead of Budweiser, in the brand’s distinctive cursive font.
The temporary label swap, which starts on May 23 and will go through the presidential election in November, is meant “to inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity.”
The new cans and bottles will also feature lyrics from “The Star Spangled Banner” and “America the Beautiful.” A picture of the Statue of Liberty will appear on Budweiser’s 16 and 25 ounce cans as well as its 16-oz. bottles.
Anheuser-Busch was originally an American brewer, founded in St. Louis in 1852.
But the Belgian brewer InBev acquired Anheuser-Busch in 2008 to create the massive company called Anheuser-Busch InBev.
Font Logistics Not That Simple
Changing the title wasn’t as simple as typing out a new label. Budweiser is a hand-drawn script that had to be recreated to spell our country’s name. The “A” in America was particularly challenging, because as the focal point of the word, it had to channel the same distinctive, swirly aesthetic of the Budweiser “B.”
The alterations don’t stop with the beer’s name. Almost every bit of type on the Budweiser label has been scrubbed away by Easter Egg patriotism, with new text citing the Pledge of Allegiance, the Star Spangled Banner, and America the Beautiful—all rendered in newly developed hand lettering, inspired by Budweiser’s archives.
To name just a few of the updates: “King of Beers” has been changed to “E Pluribus Unum,” “The World Renowned” changed to “Land of the Free,” and “Anheuser-Busch, Inc.” updated to read “Liberty & Justice For All.” Even legalese like “Trademark” was changed to “Indivisible,” and “Registered” changed to “Since 1776” (you know, the year America was founded—even though, technically, Budweiser wouldn’t be available for another 100 years).
Gee, this almost makes me want to stand up and salute. But first we need to know:
Mike “Mish” Shedlock