All posts tagged: Millennial

Why Budweiser’s “America” Rebrand Matters

Yesterday, Anheuser-Busch announced plans to rebrand Budweiser as “America” from late May through the November elections. Citing upcoming events like the 2016 Olympic Games, the Copa América soccer tournament (which will be held in the US for the first time), and the fall’s presidential election, Ricardo Marques, a vice president at Budweiser, declared it will “probably the most American summer of our generation.” It’s an event that Anheuser-Busch is keen to capitalize upon, though the invocation of “our generation” is interesting as “Millennials” (if we even exist as something more than a marketing category) are some of the least likely consumers to be purchasing packs of “America” this summer. Relatedly, Anheuser-Busch aims “to inspire drinkers to celebrate America and Budweiser’s shared values of freedom and authenticity.” This latter value seems particularly contentious given the ever-increasing market share of craft beers, which trade upon (perhaps equally constructed) notions of authenticity, identity, and lifestyle. Budweiser has directly targeted this tension, as their 2015 Super Bowl spot and subsequent ads throughout the year spread a distinctly anti-craft message, which can’t be separated from the brand’s subsequent claims to Americanness. Anti-craft messaging aside, this rebranding of a national …