Above: Anheuser Busch-InBev CEO Carlos Brito
If you wanted to destroy young people’s idealistic vision of America, could you do a better job than Budweiser renaming itself “America” for the election season?
Budweiser has one-upped Donald Trump’s promise to make America great again by making America beer. Beginning later this month, the script that usually reads “Budweiser” on the brewing company’s cans and bottle labels will read “America”. The label change will stay in effect through to the election in November.
Budweiser regularly redesigns its logo along patriotic themes to coincide with major sporting events, often around Olympic Games hosted stateside, but this is the first time the company has effectively changed the name of its flagship product. In a press release, the brewery mentioned several upcoming events, notably the Olympics taking place elsewhere in the Americas this summer – Rio de Janeiro, Brazil – and of course the deeply contentious US election itself.
The change is US-centric to the core, though. The label’s typeface will stay the same, but the words will change: “America” for “Budweiser,” “e pluribus unum” (out of many, one, the motto of the US) for “The King of Beers,” and where the lager’s label usually contains boilerplate extolling the virtues of its “exclusive Beechwood Aging”, the lyrics to The Star-Spangled Banner.
Lyrics to Woody Guthrie’s This Land Is Your Land and text from the Pledge of Allegiance also appear on the can.
Will the Guthrie lines about ignoring private property be on the can? One can only hope.
Maybe this is some sort of long game by the Kaiser and his forces to win World War I a century on. It’s the best reason I can think of. Talk about a good plan to destroy American patriotism. Kultur indeed.