Well if you haven’t heard, those enterprising folks at AB InBev have decided to seize a marketing opportunity from this year’s tumultuous election year by renaming Budweiser as America, starting on Memorial Day weekend, all the way through to November, with the cleverly snarky motto: America is in your hands.
The Brazilian Belgian Beverage Behemoth has been trotting out faux nationalism for quite some time, attempting to provoke consumer tribalism by claiming that Bud is “brewed the hard way” and they “won’t back down” by attacking other breweries as elite snobs, while at the same time acquiring successful upstarts (Goose Island, Breckenridge, etc.), but maintaining their St. Louis, Missouri American veneer.
What is truly ridiculous about all this, is that most devoted drinkers of Budweiser are not even aware that Budweiser is not even an American company. I discovered this several years ago when I was verbally accosted for buying some Samuel Adams, and was told by the Bud devotee that he only buys American beer.
Many of these hard core Bud drinkers seemed to have missed the memo about how August Bush IV revealed that the last heir of the Anheuser- Busch dynasty was indeed a party hardy screw up that wound up selling the entire company to Carlos Brito’s InBev.
The sale of Anheuser-Busch to InBev for $52 billion was a stock market bonanza that common folks like Warren Buffet could lend his pick axe too. The immediate result of the merger was that 1400 people lost their jobs at A-B. We all know the cost-cutting drill about being leaner and meaner, in the case of the great American lager, this meant that broken rice grains could be used, and expensive Hallertauer Mittelfruh hops were no longer necessary.
Which is par for the course for an outfit like AB InBev who took pride in saving $55 million by this hop substitution. Perhaps this is the ultimate meaning of their Proudly A Macro Beer motto.
In their never-ending quest for more market share, AB InBev has revealed that even politics is fair game for their ubiquitous cereal beer branding. I can hear those sirens calling: Make America’s Bud Great Again, from a global corporation whose only gospel is the bottom line. So much for patriotism. That is just another marketing ploy that Samuel Johnson had something to say about, centuries ago. This rebranding is authetically delusional.