There are 12 Budweiser breweries across the country, proudly brewing Bud’s distinct golden suds. Californians drink Budweiser brewed in California. New Yorkers drinks Bud from New York.

To celebrate Budweiser’s home-grown pride, Bud replaced the name of their beer with the 11 states that brew Bud: California, Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas, and Virginia. We brought to life each state’s individuality.

For each of the state aluminum bottle designs, we changed 4 different label elements:

-“Budweiser” script changed to state names

-Center of Medallion “AB Monogram” changed to state initials

-“King of Beers” changed to State Mottos:

Budweiser is the King of Beers. America is One of Many (E Pluribus Unum). It only seemed fitting to replace this copy with the individual state mottos, highlighting local pride.

-Liberty and Justice for All changed to State Nicknames:

On the America can design, we replaced the original “Anheuser-Busch Inc.” with copy from the Pledge of Allegiance – “Liberty and Justice For All”. To continue highlighting local pride, we replaced “Liberty and Justice For All” with the 11 states’ nicknames – “The Empire State” etc.

To further the cause, each of the 12 breweries opened their doors for tours to the public, starting with the original St. Louis brewery.

Budweiser’s State-specific packaging instilled a sense of home-town pride in the states where activated. It continued to sew the seeds of an American-born story and further solidified Budweiser’s place as a national icon. Budweiser opened all 12 of their breweries for the first time, throwing open their doors to local community tours and education. This resulted in 30,000 new samplers; +.07% lift in brand consideration; 665MM PR impressions and the largest brand health lift in 20 years.