Anheuser-Busch is getting a new corporate look as it continues to pursue a more premium positioning. 

The largest U.S. brewer today rolled out a new logo that offers a new take on the company’s decades-old eagle. The bird is now covered in a gold color with the corporate name displayed in a black cursive script. The logo, known as the “A&Eagle,” had been shown with the eagle in a more natural brown color flying through a red “A,” which stands for Anheuser.

Anheuser-Busch, the U.S. division of global brewing giant Anheuser-Busch InBev, described the update as a “more premium and forward-looking logo.” The eagle “is now facing to the right and firmly in flight, boldly gazing into the future,” according to a statement.

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The agency behind the new design is Prophet, which also handled a similar overhaul for the global logo.

Beyond Beer

The update comes as the 170-year-old brewer continues to shift its business model away from lower-priced economy beers to more premium products that include several non-beer offerings such as hard seltzers, wine, and spirits-based ready-to-drink beverages and low- and no-alcohol drinks. The company’s so-called Beyond Beer portfolio has accounted for more than $1 billion in revenue in the past three years, according to the company. The unit houses brands such as Cutwater Spirits and Kombrewcha, which is a line of hard kombucha.

The moves beyond traditional beer come as drinkers, especially those in younger generations, thirst for more variety. That has led to a blurring of lines across the beverage industry as spirits companies, beer makers and soda marketers move beyond their traditional boundaries to play on each other’s turf.

AB InBev competitor Molson Coors went so far as to adopt a new corporate name in 2020—Molson Coors Beverage Company—which reflects its broader scope beyond beer. In July 2021, Molson eliminated 11 economy beer brands as it poured more resources into products such as ZOA, a non-alcoholic energy drink it is marketing with Dwayne “The Rock” Johnson.  

Although Anheuser-Busch’s new logo goes for a premium look with the gold tint, the color is also meant to nod to the historical and continued importance of beer in its portfolio. The gold “mirrors the golden hue of beer and barley, the cornerstones of Anheuser-Busch’s business,” according to the company's statement.

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