Budweiser is unveiling a bow-tie-shaped can that mirrors the brand's longtime logo.
The can, which will be available in eight-packs nationwide beginning May 6, is the result of several years of technological advancements and investments at its can-making facility in Newburgh, N.Y.
“This can is incomparable, like nothing you’ve ever seen before,” Pat McGauley, Anheuser-Busch vice president of innovation, said in a statement. “The world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here.”
Anheuser-Busch InBev NV (NYSE:BUD) said the new Budweiser can design has been in development since 2010. The company said it has made significant equipment investments to can-making facilities and packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, Va.
The can-shaping equipment is located in Newburgh, about 60 miles north of New York City. Creating the can involves a 16-step process, with 10 steps to form the bottom half of the can and six to form the top portion, Anheuser-Busch said.
“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 bow tie be very precise.”
While the Belgian-based company did an initial run last month of more than 10 million bow-tie cans for its spring introduction, an additional 8 million cans are scheduled to be produced in April.
Company executives said they hope the can’s slimmer middle and sleek design will appeal to a younger, more health-conscious demographic. The new can holds 11.3 ounces of beer with 137 calories, about 8.5 fewer calories than a traditional 12-ounce can of Bud, the company said.
“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.”
Budweiser’s bow-tie symbol first appeared in a national advertising campaign in 1956. According to company lore (there's no written documentation on the origins of the Budweiser bow tie), the symbol was introduced when too many people started using the “Bud” bar call too frequently, so the double triangles were added to emphasize the full Budweiser name.