Budweiser Remembers Notorious B.I.G. with Tall Boy Beer Can, Merch and Free NYC Concert

The King of Beers celebrates the King of New York and the late rapper's legacy with The Notorious B.I.G. Tall Boy Budweiser cans and collectible merchandise. 

The limited-edition cans, created in partnership with the Christopher Wallace Estate, were exclusively available in New York City starting July 14, 2021, while supplies lasted.

The can design was inspired by Biggie's legendary career, which earned him the title of one of the G.O.A.T.s in the rap community. 

The Unique design elements include a hand-drawn sketch of Christopher "The Notorious B.I.G." Wallace and phrases including "Brooklyn's Finest," "King of New York," and the Brooklyn skyline to pay homage to the late rapper's hometown. The brand also replaced the Budweiser creed on the can with lyrics from Biggie's Ready To Die album hit, "Unbelievable: "Live from Bedford-Stuyvesant the livest one, representing BK to the fullest."

Limited-edition collectible merchandise featured T-shirts, sweatshirts, and sweatpants emblazoned with recognizable Biggie symbols entwined with Budweiser's iconic bowtie and package label. One standout piece from the collection features the portrait of Biggie with his staple crown within the Budweiser bowtie to commemorate this partnership.

"I am honored to know that a brand such as Budweiser wanted to celebrate my son this way," says Biggie's mother, Voletta Wallace. "Christopher's legacy and brand value is significant to me and the family, and memorializing him on the can of an iconic beer brand as "Budweiser" is something I believe he would be happy with."

LIVE CONCERT IN BROOKLYN

In addition to the collectible cans and merchandise, Budweiser hosted a live concert in Brooklyn's Prospect Park Bandshell on August 19, 2023, to celebrate the life and music of the late rapper. The DJ-driven show featured Brooklyn artists' past, present, and future, including collaborators of Biggie and artists influenced by the rapper. 

Featured artists included Busta Rhymes, Lil Kim, The Lox, DJ Steph Cakes, and more. The concert was free and open to the public, 21+.

The Biggie Budweiser Tall Boy cans and other local Brooklyn food and beverage vendors were available at the concert. All guests received one complimentary Budweiser beer with entry and the opportunity to purchase the Budweiser x Biggie collectible merchandise at a pop-up store.

"The Notorious B.I.G. Budweiser Tall Boy can is the most iconic collaboration we've done to date," said Daniel Blake, Group VP Marketing, Budweiser & Value at Anheuser-Busch. "We're grateful for the collaboration with the Christopher Wallace Estate and Biggie's mother, Voletta Wallace, to bring this special can to life and celebrate the legacy of the greatest rapper ever."

This campaign was in partnership with the late rapper's estate.