Since 1876, Budweiser has been committed to uncompromising quality and a larger-than-life presence. This boldness doesn’t just apply to it’s beer, it applies to everything the brand touches, including how it celebrates the holiday season. The brand has a long history of dressing up for the holidays.

In 2017, Budweiser wanted to pay homage to it’s storied history and brewing credentials with the re-release of a Prohibition-era recipe: 1933 Repeal Reserve Amber Lager.

To compliment this launch, our team’s task was to launch limited edition Holiday packaging that pays tribute to Anheuser-Busch’s past.

The aluminum bottle was inspired by the Anheuser-Busch eagle; an icon that adorns the original brewery in St. Louis, Missouri as well as the brand’s glass bottle. The eagle has been a foundation of the company, and the brand, since its inception in 1876.

The eagle illustration takes center-stage on the bottle, interwoven with a large A and topped with a star to symbolize the holiday season. We had the eagle re-drawn to feel modern while still ensuring the wood-cut look of yesteryear.

The typography on the bottle is also inspired by the brand’s heritage. The “Anheuser-Busch” and “Budweiser” was lifted and re-crafted to be a modern interpretation of the type found on the wooden holiday crates that Budweiser has historically released during the holiday months.

Budweiser’s 2017 holiday campaign was a commercial success, garnering media attention and consumer appetite for the limited edition liquid.