Just Call Me ‘Budweiser’

Laura Bedrossian

While the announcement was made last month, it merits being written about here and now mainly in honor of America’s quickly approaching birthday. In a move (please note the lack of an adjective), Budweiser “rebranded” temporarily through the general election calling itself “America.”

Um, what?

At a basic level, I completely understand what they are doing and why. Some Americans drink Budweiser and even love it. It’s a fun campaign. I buy some Bud, but now it’s actually “America,” so if someone asks me what I’m drinking or brought to the BBQ, I reply “America.” I get it.

At a nerd-who-loves-American-history level, I hate it. “America” references America, not a beer brand. You may even associate images of a bald eagle flying through the majestic mountains ‘tis of thee, landing in a backyard BBQ on top of George Washington’s shoulder while he (Washington or the actual eagle) is drinking a beer, but it’s a non-descript beer that is also NOT called America. It actually makes me cringe a bit. Such a weird move to try and get me to think about the beer.

However, the name change is certainly getting me to think about it—via this post—but what’s the point? It isn’t motivating me to buy or drink more Budweiser than I already do—which is probably once every two years when it’s offered to me by a host at a party or it’s very on sale at a bar once in a blue moon (not the beer).

So, while Anheuser-Busch’s strongest brand is certainly trying to push the creativity boundaries, I’m not really sure of the goals—which I assume would be to get more people to buy more beer. At the very least, I learned that we can just rename things however we want, so for the next few days, I’ll go by “Budweiser” I guess.