Anheuser-Busch is going retro to celebrate the 50th anniversary of Busch beer, using vintage packaging to appearl to nostalgic consumers.
The commemorative cans and bottles are based on designs used when A-B launched Busch in 1955, the first new brand introduced by the brewer after Prohibition was repealed in 1933. Busch, known as Busch Bavarian until 1979, holds a special place in company history. In 1955, August A. (Gussie) Busch, Jr. introduced the beer on national television – the first time a Busch family member appeared in a TV commercial.
The only modification to the vintage design was to not use the name “Busch Bavarian,” the brand’s original name. “Bavarian” was dropped in 1979, said Danny Scott, director of marketing, tactical brands, at A-B.
“Even after we told (consumers) in research that it’s the same Busch beer, when they saw that ‘Bavarian’, they thought it was a different beer,” Scott said.
The vintage design will please those who remember the old label, Scott said. “It brings back memories of their dad and granddad.”