In 2023, the world celebrated Hip Hop’s 50th anniversary, a movement that reshaped culture, music, and community. Budweiser saw an opportunity to honor the past while making its mark on the future. The ask was clear: develop a trade program that supported the return of Budweiser’s limited-edition Biggie cans and authentically connect the brand’s positioning to the values of Hip Hop.

But authenticity isn’t optional in this space, it’s everything. To earn credibility, Budweiser needed to show up with respect, honoring the culture while committing to the next 50 years of its legacy.

The idea: bring back the Biggie cans, not just as a nostalgic nod, but as a tribute. A bold symbol of recognition for Hip Hop’s legends and a signal that Budweiser is here for its future.

Through a trade program spanning retail, on-premise, and cultural activations, Budweiser turned the LTO cans into more than packaging—they became a canvas for Hip Hop pride. Fans raised a can to the past, while Budweiser staked its claim on what’s next. The result: an authentic celebration of Hip Hop’s roots, and a powerful step forward into its next 50 years.