Anheuser Busch InBev is altering the packaging of Budweiser beer this summer, by replacing the word “Budweiser” with “America” on the front of its 12-oz. cans and bottles.
The move is aimed at capitalising on the upcoming summer events such as Olympics and the Copa América soccer tournament and election campaigning.
The lager beer brand is also modifying Budweiser's label to add copy which is integral to American history with phrases from the Pledge of Allegiance and lyrics from "The Star Spangled Banner" and "America the Beautiful."
The change will be effective from 23 May and will remain in place through the election season in the US.
Budweiser's new look has been designed in collaboration with Jones Knowles Ritchie New York as part of the all-summer campaign "America is in Your Hands".
Budweiser vice president Ricardo Marques said: "We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games.
"Budweiser has always strived to embody America in a bottle, and we're honored to salute this great nation where our beer has been passionately brewed for the past 140 years."
Budweiser is also releasing new cans and bottles with a magnified view of the Statue of Liberty's torch, inspired by Team Budweiser, the brand's six Olympic and Paralympic hopefuls.
The new cans and bottles will hit the store shelves on 23 May and will be available through mid-September. The "Torch" packaging will be available with 16-oz. and 25-oz. cans, along with 16-oz. aluminum bottles.
