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Reaching into the company's archives yet again, Anheuser-Busch Inc. announced the introduction of 12-ounce, retro-themed Budweiser bottles reminiscent of packages distributed in 1918. And looking to the future, Budweiser has launched a new 16-ounce aluminum bottle.
The aluminum bottles and the new retro bottles, coinciding with the rollout of a second package -- the “Gold Split Label” (circa. 1950s) -- in a three-can series, will be offered in bars, restaurants and clubs as well as grocery and convenience stores. The aluminum bottles began rolling out in March and the retro packaging arrived in markets across the country on May 2. The first can in the retro set -- “Eagle Claw” (circa. 1936) -- hit store shelves nationally on Feb. 14.
“We're excited about both new bottles -- the retro packing reflects the incredible heritage of the Budweiser brand while the aluminum bottles signify the modern and sleek side of Budweiser,” said Andy Goeler, director of Budweiser Marketing for Anheuser-Busch. “Retro packaging is a perfect fit because Budweiser is an iconic part of American culture, and it has represented our rich brewing tradition for more than 125 years.”
A full line of retro-themed television, radio and print advertising and merchandising materials -- including retro bar signs, pilsner glasses and metal serving trays featuring “Smiling Charlie,” an “ambassador of good times” (circa. 1935) and the famous Budweiser bow tie logo -- supports the program.
“It was so much fun going into the archives of our company and getting some of the materials that were created as far back as the early 1900s,” Goeler said. “For the most part, we've kept everything intact. The core message from decades ago holds true today -- American beer drinkers enjoy the quality, tradition and taste of Budweiser.”
The design and credos from the original 1918 bottle to the regular and new retro-themed packages of today have varied slightly through the years:
1918 bottle credo: We guarantee that this beer is brewed especially for our own trade according to the Budweiser process of choicest hops, best barley and rice. This beer is brewed in St. Louis and warranted to keep in any climate. Take notice that all crowns bear our trade-mark.
2005 retro bottle credo: We guarantee that this beer is brewed especially for our own trade according to the genuine process of choicest hops, best barley and rice. This beer is brewed by Anheuser-Busch, Inc. and warranted to keep in any climate. Take notice that all crowns bear our trade mark.
2005 regular bottle credo: This is the famous Budweiser beer. We know of no brand produced by any other brewer which costs so much to brew and age. Our exclusive Beechwood Aging produces a taste, a smoothness and drinkability you will find in no other beer at any price.
Budweiser was first sold in cans in 1936 and became the world's best-selling beer in 1957. Based in St. Louis, Anheuser-Busch Cos. Inc. is the leading American brewer holding 50 percent of the U.S. beer market. The company is American-owned and brews the world's largest-selling beers, Budweiser and Bud Light.