American beer icon Budweiser isn't owned by an American company anymore, but that doesn't stop it from peddling red, white, and blue patriotism. This summer, it appears the brand may be going a step further than a simple stars-and-stripes design for its packaging. Instead, Budweiser might change its name to "America," reports AdAge.
Anheuser-Busch InBev, Bud's parent company, has reportedly asked the Alcohol and Tobacco Tax and Trade Bureau for permission to use labeling that replaces the beer's name with that of this great nation. A few other star-spangled phrases would be included as well: "E Pluribus Unum," "from the redwood forest to the Gulf stream waters this land was made for you and me," and "indivisible since 1776." Subtlety is not the name of the game here. If these labels are actually put into use, AB InBev wants consumers to know drinking any other beer would be downright unpatriotic.
Officials at AB InBev and Budweiser haven't publicly commented on the potential labeling, but AdAge notes the over-the-top patriotic marketing could make sense this year. In addition to the beer-friendly Memorial Day and Fourth of July holidays, this summer will see Americans cheering on athletes representing the country in the Rio Olympics and Copa America international soccer tournament.
While AB InBev likes to present Budweiser as the epitome of American boozing, the company has been investigated over allegations it tries to make life tough for smaller craft brewing operations based in the United States. Its advertising campaigns often mock craft beer and its drinkers. Lately, it's deployed more of an "if you can't beat 'em, buy 'em" strategy, purchasing American microbreweries on an increasingly regular basis.
Eater Video: How to become a brewmaster