Budweiser Revamps 'America' Packaging With Renewed Purpose

Last summer, Budweiser made a bold move, wiping its own name off of its packaging, and replacing it with “America.” The packaging decision was both applauded and critiqued, as the beer behemoth rode the wave of patriotism that arose during a summer featuring the Olympic Games and candidates pushing toward the presidency.

Budweiser has added camouflage aluminum bottles to its portfolio of patriotic packaging for the summer. Photo via Anheuser-Busch.

This year, “America” is back, and then some. In addition to the nation’s name returning to Budweiser labels, the brand is launching camouflage aluminum bottles as a tribute to the military, complete with lyrics to "The Star Spangled Banner," and E Pluribus Unum written on the bottles.

With USA themed packaging now a seemingly annual summer tradition for Budweiser, the brand is making it clear that this is not just a marketing ploy during the summer months where national pride seems to be at its height. In fact, if you purchased a bottle or can of “America” between May 22 to 29, a press release from Budweiser states that a portion of the proceeds helped support Folds of Honor, a nonprofit organization that provides educational scholarships to spouses and children of fallen and disabled members of the military.

The release states that the brand’s goal was to donate $1 million to Folds of Honor in the lead up to Memorial Day. Since 2011, Budweiser has donated $11 million to the organization.

Major Dan Rooney, Folds of Honor’s founder and CEO, relayed his gratitude for Budweiser’s support and how the beer’s packaging has played an important role. From the release:

"Budweiser continues to be an amazing partner and member of the Folds of Honor family. Their unwavering commitment to service men and women along with veterans is truly commendable. The special Budweiser America packaging offers yet another way we can pay tribute to our troops and their families, especially before this honorable weekend."

Packaging Perspective: As a major brand, making any sort of political statement these days can lead to potential pitfalls. (Think Pepsi and its recent ad featuring Kendall Jenner.) But Budweiser has played it safe by keeping it simple. If there is any inference to be made from the King of Beers’ new packaging, it’s that the brand is reiterating its American pride and support for the armed forces. The country is divided on seemingly countless issues right now, but it’s hard to imagine many consumers in Budweiser’s target audience taking any sort of offense to this packaging.

Additionally, while there is certainly a marketing component to Budweiser’s "America" packaging, generating awareness and donations for Folds of Honor is a worthy byproduct of the initiative. $11 million is already a decent chunk of change, and if packaging can help grow that number, camouflage bottles of "America" will be a welcome addition to barbecues, camping trips and concerts throughout the summer.