Budweiser Changes Its Name; Wants You Drunk On ‘America’ | Gradient

Budweiser changes its name; wants you drunk on ‘America’


Budweiser is America’s beer. Scratch that. America is America’s beer. No, wait, sorry, America is ‘murica’s beer. Yes, that’s right. Good joke. Timely and topical.

Fast Co Design reports that Budweiser has, at least until the November election, changed their name to “America.” Tosh Hall, creative director for JKR (Budweiser’s branding firm), explained the decision, stating: “We thought nothing was more iconic than Budweiser and nothing was more iconic than America.” When Hall finished, a bald eagle landed on his shoulder. The majestic creature, perched on Hall’s steady arm of Liberty, carefully reviewed each word for correct punctuation and Freedom™. The eagle shed a single tear, but it was not the cries of a sorrowful bird, but of a bird beaming with pride for her great nation. 

Hall and Budweiser certainly have their fingers on the pulse of the American public. Donald Trump spent the last 11 months of his campaign repeatedly shouting  “AMERICA” while wearing a hat that reads “AMERICA” to anyone listening. And it worked. So who can blame Budweiser — besides people concerned about the long-term viability of the Republic — for fracking the moral reserve Earth’s greatest nation to boost the brand? Mark Wilson, writing for Fast Co Design, recounts his conversation with Budweiser VP Ricardo Marques:

Whether the can can be consumed sincerely or ironically is paramount to its success, not as a commercial product (because a lot of people would buy a 12-pack entirely for the joke of it), but as a piece of branding in Budweiser’s patriotically brewed empire. The tagline for the entire related media campaign is meant to be incredibly sincere, even inspiring message: “America is in your hands.” When I ask Marques, jokingly, if drinking Budweiser now means you’re drinking America, his reply is dead serious. “In a way, it is true,” he says. “If you think about Budweiser as the most iconic American brand when it comes to beer, it’s probably not incorrect.”

A pair of beers in, and I’m suddenly inclined to agree.

God bless America. And America. 

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To get his new album Cold Answer, (which features the three songs from him you heard on this episode), visit MPJmusic.com.

Subscribe on iTunes.

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