U.S. Treasury Dept., in an email to odwyerpr.com, which had said “America” on Budweiser beer bottles appeared to be illegal, said the labels were accepted on “our public certificate of approval registry.”

The labels “were reviewed and approved pursuant to the laws and regulations that TTB (Alcohol and Tobacco Tax and Trade Bureau, U.S. Treasury) enforces,” said Tom Hogue, director, Congressional and PA of TTB, adding: “We have no further comment.”

Tom HogueTom Hogue

Barbara Pearson is director of the office of communications. John Manfreda is TTB administrator. Steven Mnuchin is Secretary of the Treasury.

We had said Aug. 10 that Budweiser’s use of “America” on millions of bottles and cans, most of which end up in the trash or worse, is a violation of federal law barring use of symbols that imply government endorsement.

Our lawyers directed us to Section 7.29 (d) of TTB that forbid anything that might imply government endorsement of a “malt product.”

Practices prohibited include “Flags, seals, coats of arms, crests, and other insignia. Labels shall not contain, in the brand name or otherwise, any statement, design, device, or pictorial representation which the appropriate TTB [Alcohol and Tobacco Tax and Trade Bureau] officer finds relates to, or is capable of being construed as relating to, the armed forces of the United States, or the American flag, or any emblem, seal, insignia, or decoration associated with such flag or armed forces.”

“Nor shall any label contain any statement, design, device, or pictorial representation of or concerning any flag, seal, coat of arms, crest or other insignia, likely to mislead the consumer to believe that the product has been endorsed, made, or used by, or produced for, or under the supervision of, or in accordance with the specifications of the government, organization, family, or individual with whom such flag, seal, coat of arms, crest, or insignia is associated.

Fails “Smell” Test

Budweiser

While some legal rationale might be found for use of “America” on beer products, we feel it doesn’t pass the “smell test.” Such use does not feel right. It is an insensitive and commercial use of “America.”

A majority of readers responding to a poll on this website also disapproved of the use of America by AB InBev, the Belgian-based company that bought Anheuser-Busch in 2008.

Voting disapproval were 57% of respondents to the question of whether “America” belonged on Bud bottles and cans.

Aug. 8-13, 2017 O'Dwyer website poll:

Belgium-based A-B
 InBev's use of "America" on Budweiser bottles and cans is:

- Un-American: 57%
- Gimme a Bud, who cares? 24%
- Great marketing: 19%

WPP, Omnicom Are Bud Agencies

WPP’s MediaCom planning and buying unit has had the account in the U.S. since late 2014 and it is now under review with a decision expected in the second half, Advertising Age reported March 23.

Goal is to put buying duties for the world’s largest brewer in possibly one or two agencies, it said. Eight agencies are used.

Omnicom Group’s DDB unit has been the lead creative agency for Budweiser in the U.S. since the mid-1990s and global agency of record since late 2009.

WPP, based in the U.K., is headed by Martin Sorrell. John Wren heads U.S.-based Omnicom, the second largest ad/PR conglomerate with revenues of $15.48 billion to WPP’s $18.6B.

“America” Is Trashed Billions of Times

One problem with Budweiser beer being called “America” is that 100,000 cases of 24 bottles or cans are sold each year in the U.S. or a total of 2,400,000 bottles and cans. A major percentage are labeled “America” and many of the bottles and cans wind up in public and private trash cans. Some end up in street gutters, dumps, parks that are not properly cleaned, etc.

The bottles also carry the U.S. slogan “E Pluribus Unum” and lyrics to the Star Spangled Banner.

This is no way for our nation’s name and sacred texts to be treated. Omnicom’s DDB unit has apparently played a role in this.