“The pride we take in this great country should … be properly and accurately applied to our great American beers,” Anheuser-Busch CEO Brendan Whitworth wrote in a letter earlier this month. “They are brewed by American workers who receive American wages. They rely on American farmers and on American raw material suppliers. They support American causes like the military and first responders. They pay American taxes.”

In the letter, Whitworth underscored that American beers should better advertise that the product is made by "American hands," as reported by Fox Business and CNN.

“I’m asking the Anheuser-Busch team and our wholesalers to make the change. Change the bar menus, change the venue boards, change the signs, change their reports, change their jargon and insist upon American. I hope other American brewers and wholesalers will join us,” he wrote in the letter.

In a follow-up letter to wholesalers from AB executives Bob Tallett and Simon Wuestenberg, the company noted that display boards at the Super Bowl and Daytona 500 reflected this change, with “American Lager” the term used to describe several options. The letter to wholesalers also noted that “We’ve heard from dozens of you and the sentiment is clear: the initiative is great for the beer category and an opportunity for everyone to rally around a positive industry-wide initiative. It’s inspiring to see that so many of you have already mobilized your sales teams to make updates in your local markets and have engaged your partners to share in this mission.”

Anheuser-Busch earned accolades for its Super Bowl advertising through the USA Today Ad Meter. The company noted that “Budweiser clinched the coveted #1 spot (Bud’s ninth #1 finish) and all four of Anheuser-Busch’s eligible ads placed in the top 7 out of 57 total Super Bowl ads.”