In spite of stirring up debate for its “America” bottles last year, Budweiser is reviving the limited-edition packaging.
The beer company re-released the patriotic cans and bottles just ahead of Memorial Day weekend to support men and women of the U.S. Armed Forces, Fortune reports.
The can and bottle design replaces “Budweiser” with the word “America.”
This year, the beer maker is also presenting a new military-inspired camouflaged aluminum bottle. Some functions include a letter of gratitude in place of its brand credo, lyrics from “The Star Spangled Banner,” and “E Pluribus Unum”-the de facto slogan of the United States, the company announced in a news release.
A part of the earnings from the Budweiser America bottles sold from May 22 through May 29 went to support a non-profit that assists with scholarships for the households of fallen and disabled service members.
When the rebranded America bottles were originally launched in May 2016, they were met with some controversy from makers and craft beer fans, due in part to that while Budweiser is brewed in the US, its parent company, AB InBev is based in Belgium.
However Budweiser didn’t pull back on its decision to release the red, white and blue containers.
“Our objective is to advise Budweiser drinkers of the guts and sacrifice made by all American service guys and
The brand-new Budweiser camouflage packaging will be offered from now through July 4th weekend.