The beer brand’s annual stellar packaging could further boost summer sales, but some interpreted the message as more provocative than patriotic.
Budweiser’s upcoming release of patriotic summer-time packaging could set off fireworks in different ways.
This year’s special edition places the word “Freedom” in the logo where “Budweiser” would normally reside, echoing the wildly successful 2016 edition that used the word “America” in the same way. The brand says the packaging is intended to celebrate unity, but some industry experts are interpreting the message differently: In the politically fraught environment, they said, the word “freedom” has become laden with an uncomfortable subtext, recalling everything. from the masks controversies to the Roe v. Wade (anti-abortion opinion leak), and become a symbol rather than struggle and division.
“Freedom is a loaded word with many connotations, both positive and negative, especially in today’s cultural context,” said Denise Lee Yohn, a brand marketing expert and author. v. Wade and the topic of a woman’s freedom to decide is what comes first to mind right now.”
Designed by DraftLine, Anheuser-Busch in-house agency of Anheuser-Busch InBev, Liberty cans are emblazoned with patriotic symbols including stars, stripes and a bald eagle. The phrase “Let it Ring” appears in the same place that “King of Beers” does on traditional Budweiser packaging, and Budweiser’s brand manifesto is replaced by a cheering for the brand’s aligned values. , their fans and the country.
“For the freedom that unites all Americans. It is the foundation that the country’s strength is built upon. To celebrate this, we’ve replaced our iconic Budweiser name with Liberdade so we can toast to the value we hold dear. This Bud is for freedom. This Bud is for you,” says the can.
Although Budweiser is an American beer, it belongs to AB-InBev, from Belgium. It has been releasing patriotic-themed packaging for more than a decade — a practice that beer experts say helps its product stand out in purchases between the 4th of July and Independence Day, traditionally the biggest selling season in the category. Bud’s new packaging in this regard will let freedom ring – and cash registers too.
“What it does more than anything else is making sure the brand offers some eye-popping displays this summer. And eye-popping displays sell more beer,” said Jenn Litz, executive editor at Beer Business Daily.
Beer historian and author Maureen Ogle took a cynical perspective on the brand’s image, believing it was calculated to deliver emotional inspiration to a specific customer, and more assertive than 2016’s “America,” which also brought some controversy.
“Especially in recent years, gimmicks like this appeal to a specific area of the market. I would generally describe this as “blue collar leaning to the right and thinking craft beers are for the elite,” Ogle said. “Obviously that’s a big generalization, but AB wouldn’t do it unless they knew there was a payoff.”
Is “Freedom” more provocative than “America”? At this point in history, both words are loaded,” Ogle continued. “But I would say, yes, Liberty seems more charged to me because the far right has claimed ownership of the idea of liberty.”
Asked to comment on the degree to which the brand has thought about the potential for its packaging to be interpreted as provocative, a Budweiser spokesperson responded: “In time for Memorial Day, Freedom cans are a continuation of the “America” cans by Budweiser. Budweiser, first launched in 2016 with the intention of celebrating what unites us all.
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