What does it mean to brand “American” in 2025?

What does it mean to brand “American” in 2025?

Americana used to be an identity. But where does it stand now?

Today, Americana isn’t just diners and denim. It’s French fashion houses pushing cowboy boots. It’s Tucker Carlson launching ALP nicotine pouches. It’s Ford's Bronco back in the cultural driver’s seat. It’s Tecovas making cowboy boots feel as common as Converse. It’s Rare Breed shaking up the pet space with rebellious Americana grit. It’s Not Beer channeling frontier-core. It’s Black Rifle Coffee Company fueling pride and caffeine in equal measure.

But this isn’t nostalgia, it’s demand.

There’s a powerful consumer base that wants their brands to feel proudly American. Not neutral. Not global. Not beige.

They’re not buying aesthetics. They’re buying belonging.

And the brands leaning in: Black Rifle, Not Beer, ALP, Tecovas, Rare Breed, aren’t trying to appeal to everyone. They’re speaking directly to people who feel overlooked by globalized branding. That clarity builds loyalty.

So the question for CPG leaders isn’t whether Americana still works.

It’s this: Are you ignoring a consumer who still wants to buy into something unapologetically American?And if you are borrowing the look, is it grounded in something real, or just another costume on the shelf?

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