“America” will become the Budweiser label for the summer
Today’s post is by Gayl Southard, Administrative Consultant for SafeSourcing.
“America” will become the Budweiser label for the summer. Special cans and bottles will become available May 23 through the presidential election in the fall. This is the peak season for beer. One-third of all U.S. beer sales are between Memorial Day and Labor Day. In addition to the patriotic flare, phrases from the Pledge of Allegiance and lyrics from “The Star-Spangled Banner” and “America the Beautiful,” will also be displayed on the cans.
“We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games,” Budweiser Vice President Ricardo Marques said in the press release.[1]
Here is some brief history on Budweiser. In the mid-1800’s a large number of German immigrants arrived in St. Louis mainly because of political upheavals in Germany and Bohemia in 1848. Due to the large migrations of Germans to St. Louis, the principal industry soon became brewing beer. These immigrant brewers brought a new style of beer to the U.S. – Lager (derived from the German word “lagern” which means ‘to rest’). Lager beer requires more time and care when brewing. Brewers stored the beer in wooden casks, in underground caverns and caves. By the end of 1800s there were more than 50 brewers in this area! In 1876, Adolphus Busch and his friend Carl Conrad, a liquor importer, developed a “Bohemian-style” lager, inspired by their trip to Budweis. The name “Budweiser” is a derivative adjective of “Budweis” where beer was brewed and founded by king Ottokar II of Bohemia in 1245.
Although Anheuser- Busch sold to Belgian brewer InBev for about $50 billion in 2008, beer drinkers are still loyal to the brand.
[1] Dana Farrington, The Two-Way, 5/10/16
For more information on how the team at SafeSourcing can help your company with sourcing beverages and products during this unique patriotic year, or on our Risk Free trial program, please contact a SafeSourcing Customer
