Anheuser-Busch encourages distributors and partners to replace the term “domestic” with “American” when selling beer, and the term better reflects industry identity. It's claiming.
In a letter Wednesday entitled “American Beer Call,” CEO Brendan Whitworth expressed his dissatisfaction with the long-standing use of “domestic” to describe American-made beer, including the bar menu, He said he would appear at beer stands, grocery aisles and grocery aisles. It is used “frequently” by syndicated data providers.
Whitworth begins his letter with six words: “I don't like the word “domestic.”
“We are asking the Anhauser Busch team and wholesalers to change. We are changing bar menus, changing venue boards, changing signs, changing reports, changing terminology, and arguing to Americans. “We hope that other American brewers and wholesalers will join us,” he writes.
Whitworth also asks marketing and research companies such as Circana and Nielsen to do so.
The word is not “a false adjective that we use,” but he said, “it doesn't completely capture the spirit and passion that is inherent to the American beer industry and its brand.”
And Whitworth continued, he didn't capture “the pride we all should take with the products made here in this great country.”
The move comes amid a patriotic push from the White House.
President Donald Trump signed an executive order on his first day in office to rename the Gulf of Mexico to the US Gulf.
Whitworth did not mention Trump's executive order in his letter.
Whitworth, who served in the Marines before joining the CIA, was appointed CEO of Anheuser-Busch in July 2021, and was appointed as the company's CEO through challenges related to the controversial 2023 Budlight Marketing Campaign. He was leading. Boycotts by consumers and public figures.
Whitworth moved beyond the controversy by launching many patriotic or humorous marketing campaigns that focused on the broader role of the company in American culture.
They also highlighted the workers responsible for making company beer and contributions to the economy and the community.
In a letter Wednesday, Whitworth emphasized that American beer should better promote the product being made by “American hands.”
“They are brewed by American workers who receive American wages. They rely on American farmers and American raw material suppliers. They support American causes like the military and first counterparts. I'm doing it,” he said.
“They pay American taxes, and they exist for decades of capital investments made in hundreds of local communities, and are here throughout this wonderful country.”
Whitworth said 99% of the beer Anhauser Bush sells in the US are made domestically.
Furthermore, 99% of the materials used by the company comes from American farmers.
“Together, let's leave the 'domestic' to the rearview mirrors of those good old American pickups. Whitworth said in the letter.
