Budweiser to bring in seasonal packaging for the holidays in US

Budweiser has launched newly designed, limited-edition packaging for the holiday season in the US.

Debuting this month, the all-red new look was designed in partnership with Jones Knowles Ritchie New York and is inspired by the brand’s longstanding history of decorating its 12 US breweries for the holidays. The seasonal aluminum bottles highlight the brand’s strongest equities – specifically the colours of red and white, which fit in with the holiday season.

This year will be the 140th year that Budweiser has been available to American consumers at Christmas.

Budweiser vice-president Ricardo Marques said: “This season, we want to extend the holiday cheer with our limited-edition bottles and toast to a bright new year!”

The new pack closes off a year of innovation in Budweiser’s pack designs, after it launched a novel twist-off bottle cap in the UK, went by the name ‘America’ in the months preceding the US presidential election, and unveiled a limited-edition beer inspired by DJ Tiësto in Europe.

It also launched a new visual identity for the brand back in 2015.

Budweiser’s America packaging run ends this month, making way for the next season of Budweiser traditions, including the debut of holiday packaging. The limited-edition festive bottle will be available through the holiday season.