Budweiser now known as ‘America’ until U.S. election

Beer lovers will soon be able to sit back and pour themselves an ice-cold can of “America,” thanks to a rebranding by Budweiser.

Anheuser-Busch InBev is going hyper-patriotic for election season and the Olympic Games in Rio de Janeiro. From May 23 until the Nov. 6 general election, labels on the product will read “E Pluribus Unum” instead of “King of Beers” and “Land of the Free,” instead of “The World Renowned.”

“We thought nothing was more iconic than Budweiser and nothing was more iconic than America,” Tosh Hall, creative director at the can’s branding firm JKR,  told Fast Company Tuesday.

“America” drinkers can also expect to read “Indivisible since 1776” instead “Trademark registered” on their bottles and cans.

“You have this wave of patriotism that is going to go up and down throughout the summertime,” Anheuser-Busch InBev U.S. Marketing VP Jorn Socquet told AdAge May 6. “And we found with Budweiser such a beautiful angle to play on that sentiment.”

The Washington Post reacted to the change Tuesday, calling it a kind of patriotism that could “make a Donald Trump-supporting bald eagle blush.”

“It’s something that we could have not done overnight. If we’d launched Budweiser yesterday, as a new brand, we probably wouldn’t have had the license to do it,” Ricardo Marques, a vice president from Budweiser, told Fast Company. “The work of the past few decades allowed us to build this brand as a truly American brand.”

Anheuser-Busch was purchased by Belgium-based InBev in 2008, but Budweiser is still brewed in St. Louis.