The third-most-popular beer in America, Budweiser sells about 100 million cases each year, more than Yuengling, Pabst Blue Ribbon, Busch, and Heineken, combined. This summer, the beer company wanted to remake its can to seize on the next few months’ compelling competitions—the Olympics and the U.S. presidential election.

It would be one thing to report that Budweiser’s move—simultaneously funny, cynical, knowing, and absurd—is wasteful re-lettering. But there is some evidence that patriotic branding around international sports event swells the hearts of consumers. Surveys collected during the 2006 FIFA World Cup and 2008 Olympics found that “consumers’ patriotism during international mega-sporting events significantly increases their involvement in those events, and that heightened level of patriotism … positively influences their attitudes towards patriotic advertising.”

If beer drinkers are as interested in this rebranding as people on Twitter, one should anticipate a summer of excruciating quips, including but not limited to: “is there any America left?” “this America is for you," “my America went bad,” “America is in the trash,” “nobody puts America in the trash,” “America is ice cold right now,” “America goes down [dramatic pause] smooth,” and “I’m offended that the Belgian multinational that produces Budweiser thought the U.S. wants explicit credit for the taste of its beer.”

Budweiser’s move raises the question of why other companies haven’t joined the patriotic arms race. The word “America” probably cannot be trademarked: Common phrases that receive trademarks, like “Just Do It,” require secondary meanings as the result of specific usage. Trademarking a word like “America” is like trademarking any other ubiquitous phrase, like “good morning,” or “yes, thank you,” or “you have to see Hamilton.”

That hasn’t stopped a few super-patriotic people from trying. There is one presidential candidate in U.S. history who has tried to trademark a phrase that uses the country’s name. That phrase? Make American great again. America does go down smooth, after all.