Why Budweiser is the last beer that should call itself ‘America’

Budweiser is renaming itself “America” this summer, but that won’t make it taste any better. (Anheuser-Busch) From a campaign season already close to blasting beyond parody comes another twist, courtesy of the nation’s biggest brewer: Anheuser Busch-InBev announced Tuesday that it would rebrand its 12-ounce bottles and cans of Budweiser as “America” through the November election. “We thought nothing was more iconic than Budweiser and nothing was more iconic than America,” the creative director behind the rebranding told Fast Co Design, which broke the news. Yes, it’s hard to argue with the iconic nature of Bud, the country’s best-selling non-light-beer brand and one of the top sellers on Earth. Harder still to argue with the stature of the U.S. of A. And, frankly, from a marketing standpoint, it’s freakishly brilliant, however shameless: Who wouldn’t want a refreshing gulp of America during the sweltering summer months? Peel back the label a bit, though, and one discovers the whole thing tastes a bit thin. Why? Because Budweiser is about as American these days as a successful Green Party or ample paid maternity leave. So many other, smaller — and when it comes to taste, better — beers scream “America” so much more loudly. The maker of Bud, of course, is no longer an American company. Early this century, major shareholders in what was then Anheuser-Busch began pressing the ruling Busch family...

Read More