Limited edition Budweiser “Liberty Can” launches to celebrate the freedom of summer
AB InBev is bringing a little more of the American spirit to the UK this summer with the launch of its limited edition Budweiser Liberty Can.
The new can will be available in stores from 24 July, for a six-week period. Featuring the iconic Lady Liberty on a quintessentially Budweiser backdrop of red and white, the new packaging is designed to standout on shelves. In addition to the eye-catching individual cans, Budweiser is mirroring the Lady Liberty design on dedicated multipacks.
This is the first time that the Liberty design has been launched in the UK, following its success in the United States. New York’s Statue of Liberty represents Libertas, the Roman goddess. She holds a torch above her head – a symbol of enlightenment, lighting the way to freedom - and a broken chain lies at her feet. The statue is an emblem of freedom, and so provides the perfect iconography for Budweiser - encouraging consumers to enjoy the freedom the summer brings and live life on their own terms.
The launch of the limited edition packaging is being supported by a social media campaign, which is inviting people to post a picture of them celebrating the summer and the freedom it brings them. The Liberty Can will also be seeded at some of the biggest public summer parties through a series of event partnerships.
Rowan Chidgey, Marketing Manager, Budweiser UK, commented: “Budweiser is synonymous with Americana, freedom and ambition, and the new limited edition packaging provides the perfect opportunity to visually represent our brand persona; Lady Liberty was the obvious choice. Budweiser is the number one beer brand in the world*, so from a retailer perspective it is a must-stock – consumers look to Budweiser for summer parties, nights in, social gatherings and much more. We hope the unique, limited edition design will get consumers even more excited about the iconic Budweiser beer and increase rate of sale throughout the UK this summer.”