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Budweiser becomes ‘America.’ Drink up.

The Columbian
Published: May 10, 2016, 4:24pm

NEW YORK — There’s no trademark on America.

Budweiser, now owned by Belgium’s AB Inbev, will rename its beer “America” for half a year and alter its labels with images and phrases to evoke the republic.

The red-white-and-blue campaign is being launched into a very competitive market already foamy with craft beers, and upon a drinking public bracing itself for a presidential election likely to be unlike any before it.

The campaign, called “America is in Your Hands,” will run from May 23 through November and will include on cans and bottles passages ranging from Pledge of Allegiance to lyrics from “The Star Spangled Banner” and Woody Guthrie’s “This Land Is Your Land.”

“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.” said Ricardo Marques, vice president at Budweiser.

The “America” label will appear on 12-ounce cans and bottles, which will also include images like a magnified view of the Statue of Liberty’s torch and Olympic and Paralympic hopefuls.

It’s not Budweiser’s first venture into “America,” the brand. A year after Sept. 11, 2001, the Clydesdales were shown in an ad crossing the Brooklyn Bridge and pausing near the World Trade Center.

It’s a well-worn path in advertising, particularly as July 4th or Presidents Day approaches, when Honest Abe hawks used cars or George Washington routs the British in a shiny Dodge Charger with a big, old American flag sticking out the passenger window.

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