Budweiser has released a summertime beer bottle packaging design featuring the Statue of Liberty.
The limited edition packaging features a blue and grey illustration of the statue against a background of red and white stripes. Anheuser-Busch commissioned photographer 13thwitness to unveil the new design on his Instagram account—well-known among Millennials, who are the targets of the campaign. For the promotion he photographed the bottle with famous New York landmarks, including the Brooklyn Bridge and the Statue of Liberty.
The patriotic design celebrates and coordinates with Anheuser-Busch’s partnership with the National Park Foundation (the National Park Service’s nonprofit partner) on its Find Your Park initiative, which raises awareness of national parks.
Budweiser Vice President of Marketing Brian Perkins said:
“We want to encourage a new generation of beer drinkers to get out there and see what America is made of, and where better than in America’s national parks? It’s fitting for Budweiser—a big, bold brand—to team up with a pioneering partner like NPF. We are looking to draw attention to these parks with our eye-catching packaging… as well as a pretty epic surprise concert this summer.”
The special design comes in a 16-ounce aluminum bottle and 8-, 12-, 16- and 25-ounce cans. Paperboard multipack carriers for the product also carry the design.