Heck Yes! Budweiser Celebrates Utah's Clean-Cut Image With Special Commemorative Bottles
It's one thing to be thirsty for Budweiser beer, but Budweiser seems to be increasingly thirsty for... the state of Utah. Last summer, the St. Louis-based beer giant started a campaign to be the first-ever brew to become Utah's state beer. That request was prompted by the state legislature's decision to allow supermarkets and convenience stores to stock 5 percent ABV (alcohol by volume) after almost a full century of requiring any beer over 3.2 percent alcohol by weight (around 4 percent ABV) to be sold in state-run liquor stores.
"To commemorate almost one year since Budweiser became one of the first 5% ABV (alcohol by volume) beers in bars around the state and the positive response from fans, Budweiser now wants to become Utah's first-ever official state beer," the company said, according to the Salt Lake Tribune.
Budweiser also promised Utahns that it would design a special red, white, and blue commemorative bottle that celebrated some of the state's most iconic landmark—and it would deliver those whether or not the whole "official beer" thing worked out. It took more than six months, but Budweiser came through, making Utah the first state to get its own unique bottle.
The just-released labels say "This Bud's for U-tah," and they feature illustrations of the State Capitol, Moab's Delicate Arch rock formation, and the Wasatch Mountains. (The Tribune reports that Budweiser originally planned to put the Church of Jesus Christ of Latter-day Saints' towering temple on the label, but that idea probably would've been nixed by the Utah Department of Alcoholic Beverage Control, and by the Mormon church itself, as its members don't drink alcohol.)
The marketing campaign surrounding the bottles, which are only being stocked and sold in Utah, also gently teases the state for its clean-cut reputation, by putting some of Utahns' go-to "swear" words—things like Frick Yeah, Holy Shizz, and Oh My Heck—on in-store signage and outdoor ads that will be placed around Salt Lake City.
According to KUTV, Budweiser is also putting "swear jars" in some retailers, where shoppers can "buy a swear." All the money spent to purchase a G-rated bad word will be donated to the Utah Clean Water Partnership, which works to maintain and protect Utah's waterways.
The "Beer Utah Swears By" campaign will run until Friday, May 7, so if you want to stock up on those special bottles, you'd best do it soon. Budweiser isn't going to be responsible if the stores frickin' sell out first.