Anheuser-Busch Lifts Off Into A Less Booze-Centric Future With Premium Rebrand

Days after the global Anheuser-Busch InBev (AB InBev) unveiled its glossy new visual identity, the eagle from its American wing is migrating into a new chapter too. Both overhauls were spearheaded by brand consultancy Prophet.

The nation’s largest brewer—encapsulating brands like Budweiser, Bud Light, Busch, and Johnny Appleseed—has announced a luxurious corporate rebrand that reflects its growing ‘Beyond Beer’ portfolio. Most prominently, its visual system is swathed in gold to not only represent the company’s “cornerstones” of beer and barley but also help reposition Anheuser-Busch as a more premium suite.

The classic ‘A&Eagle’, as it is called, has been given a facelift too. The mascot is “now facing to the right and firmly in flight, boldly gazing into the future,” refocusing its gaze on new opportunities.

Instead of the retro brown and red, the eagle and the ‘A’ monogram are adopting a posh sheen. The corporate name, displayed in black script, gives the look contrast.

In recent years, Anheuser-Busch has acquired a bevy of brands to appeal to a thirst for variety; these include low- to no-alcohol drinks like seltzers and kombuchas.

“We’re writing the next chapter for Anheuser-Busch,” details Brendan Whitworth, president and CEO of Anheuser-Busch. “This evolution of our visual identity helps reflect the ongoing transformation of this great company.  I’ve never been more confident that our best is yet to come.”

[via Ad Age and St. Louis Post-Dispatch, images via Anheuser-Busch]