‘Thus Always To Tyrants’ – Budweiser Images Itself As Local

Last year Budweiser attempted to rebrand themselves as America’s national beer by replacing their trademark Bud logo, on their cans and bottle labels, with the word America.

It was a contentious campaign that many found arrogant (yah think?), but it did generate some press.

And this summer Anheuser-Busch wants to convince us that they’re a simple local brand (just like your neighborhood craft brewer).

Can they have it both ways? Because it appears that they intend to.

Here’s the deal…

In a not so subtle attempt to co-opt the concept of “localism” which is so much a part of today’s craft beer movement, Budweiser launched a new campaign last week to stress that they’re local too.

Never mind that this summer’s promotion is almost the complete opposite of last year’s national rebranding effort, we didn’t buy last summer’s pitch either.

This time around Anheuser-Busch’s is replacing their Budweiser logo with the name of one of the 11 states, (California, Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio and Texas), where the company has brewing facilities. 

And in addition to random lyrics from the National Anthem, they’re also adding arcane state mottos to their Bud cans and bottle labels, to impress us with just how local they are.

For instance, Budweiser brewed at their Williamsburg plant is now being marketed as Virginia. And It’s also going to include the Virginia state motto- the phrase “Thus Always to Tyrants,” which we’ve got to admit to finding somewhat ironic).

As with last year’s campaign, we expect that this summer’ promotion is going to generate some backlash as well.

Especially when local beer fans in key artisan brewing regions like Colorado or California are confronted with cans of Budweiser that have been renamed after their craft beer rich states….just sayin’.

 

Image credits: Anheuser-Busch