17 February 2017
On the heels of the brand’s first Super Bowl commercial, Busch officially announced it is introducing refreshed packaging featuring a new look, which will be on shelves nationwide by early April. The redesigned packaging will be brought to life for the first time this weekend when Kevin Harvick’s No. 4 Busch Ford hits the track at The Clash race at Daytona International Speedway with a never-before-seen paint scheme.
The new Busch packaging introduces a refreshed look that prominently features the brand’s iconic outdoor heritage centered on a crisp and cold mountain stream. The reimagined design brings a cohesive look for all brands in the Busch family – including Busch, Busch Light, Busch Ice and Busch NA.
“Staying true to who we are is at the heart of everything we do, which is why we continue to focus on pillars such as racing,” said Chelsea Phillips, Sr. Director of Value Brands at Anheuser-Busch. “Our new packaging also reflects this mentality by featuring one of our most iconic equities, the mountain stream.”
The announcement of new packaging comes as the brand gears up for the 2017 racing season. Busch will serve as the primary sponsor of the SHR No. 4 team for 16 races this season, including the first race of the year, The Clash at Daytona International Speedway on February 18.
“While our look has changed a bit, our time-honored recipe remains the same,” added Phillips. “So whether it’s at the track or cheering from home, Busch drinkers and Harvick fans alike can look forward to the same crisp, cold and refreshing beer they’ve grown to love.”