Budweiser is debuting beer cans that are likely to appeal to the patriotic this summer. The cans will be labeled "America" on its front, according to Fortune
The back of the can will contain United States-centric phrases such as "Land of the Free" and "Home of the Brave," and "Indivisible Since 1776."
AB InBev, the owner of Budweiser, is launching the cans to take advantage of a "wave of patriotism," U.S. marketing vice president Jorn Socquet said.
Socquet added that emblazoning "America" on the cans is a "beautiful angle to play on that sentiment."
Budweiser intends to take advantage of summertime events in 2016 as a sponsor of the U.S. Olympic Games. Some Olympic athletes will appear in Budweiser ads in June.
Budweiser vice president Ricardo Marques told Fast Company Design
that the beer is being branded with "America" this summer because 2016 will be "maybe the most American summer ever."
The Budweiser cans and bottles will be available through the November presidential election. American references will be placed across the cans, replacing usual Budweiser messaging such as "King of Beers" with "E Pluribus Unum," and "Anheuser-Busch, Inc." with "Liberty and Justice for All."
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