Anheuser-Busch is urging its partners and distributors to shift their language from "domestic" to "American" when promoting beer. This initiative, outlined in a letter from CEO Brendan Whitworth, seeks to better reflect the pride and identity of the American beer industry.

In the letter titled "A Call for American Beers," Whitworth expressed his dissatisfaction with the term "domestic," noting that it is frequently used on bar menus, shopping aisles, and by data providers. He stated, “I don’t like the word ‘domestic,’” and called on those in the industry to make the transition in their marketing materials.

Whitworth argued that "American" conveys the spirit, passion, and pride inherent in the products made in the U.S. He also aimed to promote a sense of national pride related to beer brewed by American workers, which he emphasized needs to be acknowledged in advertising.

The shift in terminology comes after a challenging period for the company, particularly following a boycott of Bud Light due to its controversial marketing campaign in 2023 featuring transgender influencer Dylan Mulvaney. Whitworth’s leadership since he took office in July 2021 has focused on rebuilding the brand’s image and emphasizing its contributions to American culture and economy.

Anheuser-Busch has reported that 99% of the beer sold in the U.S. is domestically produced, and the majority of its ingredients are sourced from American farmers. Whitworth concluded his letter by urging others in the industry to embrace the label of “American” for their products, suggesting that the time has come to move past the term "domestic.