Budweiser to Introduce Bowtie-Shaped Can
This spring Budweiser will introduce a new beer can – a bowtie-shaped aluminum can that mirrors Budweiser’s bowtie logo.
Beer lovers can see for themselves the new bowtie-shaped can when it becomes available in a special 8-pack on store shelves beginning May 6.
“This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley, vice president of innovation for Anheuser-Busch.
The proprietary can, in development since 2010, will be available only in the United States and in an 8-pack and will not replace the traditional Budweiser can.
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An initial run of more than 10 million bowtie cans were produced in Newburgh through March 31 for the spring introduction. An additional 8 million cans are scheduled to be produced this month.
Due to the can’s slimmer middle and sleek design, it holds 11.3 ounces of beer and has about 137 calories, approximately 8.5 fewer calories than a traditional 12-ounce can of Budweiser.
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 super markets, convenience stores and packaged liquor stores.
In other packaging introductions, the company says it is test-marketing in 10 states a new 25-ounce can that replaces a 24-ounce serving – giving consumers an additional ounce of beer. Sales of this new can will begin this summer.