Budweiser will introduce an original new beer can next month—a bowtie-shaped aluminum can that mirrors Budweiser’s iconic bowtie logo. The can will be available in a special 8-pack on store shelves nationwide beginning May 6.
“This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley, VP of innovation for Anheuser-Busch. “The world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here.”
The proprietary can, in development since 2010, will be available only in the U.S. and in the 8-pack packaging. It will not replace the traditional Budweiser can.
To make the new can possible, Anheuser-Busch engineers needed to solve a number of technical challenges, and major equipment investments were required at Budweiser’s can-making facility in Newburgh, N.Y., according to a company news release. Significant capital investments also were required to upgrade packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, Va., the first breweries with capability to package this can innovation.
Newburgh, about 60 miles north of New York City and 90 miles south of Albany, is where proprietary equipment is located that shapes the can. Creating the can requires a 16-step process—10 steps to form the bottom half of the can, with an additional six steps to form the top portion.
The Anheuser-Busch Global Innovation Group has been investigating potential can innovations for several years.
“We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint,” McGauley said. “Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bowtie be very precise.”
An initial run of more than 10 million bowtie cans were produced in Newburgh through March 31 for the spring introduction. An additional eight million cans are scheduled to be produced this month.
Due to the can’s slimmer middle and sleek design, it holds 11.3 oz. of beer and has about 137 calories, approximately eight and a half fewer calories than a traditional 12-oz. can of Budweiser.
“This can is certainly a conversation starter: eye-catching, easy-to-grip, trendy and—according to our research—very appealing to young adults,” McGauley said. “It’s a beer can like no other.”
Though there is no written documentation on the origins of the Budweiser bowtie, it is a brand icon found the world over, according to the release. Based on company lore, the bowtie was introduced when too many people were using the “Bud” bar call too frequently, so the double triangles were added to emphasize the full Budweiser name.
The Budweiser bowtie can is a natural progression from the new packaging introduced in 2011 that emphasized the iconic bowtie, a symbol that first appeared in a national advertising campaign for Budweiser in 1956.
The bowtie can is another example of how Budweiser continues to innovate, evolve and attract a new generation of beer drinkers, the release says.
“It builds on the success of Budweiser Black Crown, the crowd-sourced fan favorite introduced earlier this year,” McGauley said.
The launch of the can is being supported with a marketing campaign that includes digital, print and television. It will be offered for sale in grocery stores and supermarkets, convenience stores and packaged liquor stores.
In other packaging innovations on the horizon in the U.S. for Anheuser-Busch, the company is announcing it is test-marketing in 10 states a new 25-oz. can that replaces a 24-oz. serving—giving consumers an additional ounce of beer, the release says. Sales of this new can will begin this summer.