Budweiser is reviving its annual tradition via a partnership with hip-hop mogul Jay-Z, who has agreed to curate and headline a summer music festival in Philadelphia, “Made in America.”
The move is a bid to breathe new life into Budweiser Superfest, which between 1979 and 1999 was known for featuring some of the biggest names in music, including Aretha Franklin, Stevie Wonder and Michael Jackson. Budweiser tried to bring the festival back recently — last year’s show featured songstress Jill Scott — but it didn’t reach the series didn’t seem to match its former glory.
Rebranding the event “Made in America” is a play on words: It underscores the Anheuser-Busch brand’s American heritage, as well as a song featured on Jay-Z’s 2011 album with Kanye West, Watch the Throne.
Company execs say this is part of an effort to target a younger, more multicultural demographic.The event is just one more way that Budweiser is trying to emulate Coca-Cola; the brewer has previously stated a strategy of becoming a truly global beer brand, or the “Coke of Beers.”
Steve Stoute’s agency Translation will be filming the “Budweiser Made in America” concert festival by Hollywood heavy-hitters Ron Howard and Brian Grazer.