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King of Beers crowns new design

Budweiser embraces its ‘macro brew’ status, redesigning its global packaging to reflect the care and detail taken to brew its beer, and its long heritage.

Budweiser Can After
Budweiser Can After

In fall 2015, AB-InBev launched a new global package design for Budweiser that the company says reflects the beer’s “bold, confident stance and macro pride.” A project begun in 2013, the refresh is the thirteenth redesign in the brand’s history but only the first time all of Budweiser’s packaging has been the same worldwide.

“Budweiser strives to be a leader in design and packaging innovation, and 2015 was a pivotal year for us as we focused on reconnecting with a new generation of beer drinkers,” says Budweiser Vice President Ricardo Marques. “Before the redesign, we realized there was a disconnect between brand imagery on our bottles, cans, and secondary packaging. The bottle was focused on the iconic Budweiser label, whereas the can and secondary box designs focused on the bowtie.”

To bring consistency to the brand with a new package design that projected the care and detail Budweiser puts into brewing its lager—one of the more difficult styles of beer to brew well, according to Marques—the company worked with global design agency Jones Knowles Ritchie.

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