US – This May, Budweiser will introduce a striking and original new beer can: a bowtie-shaped aluminum can that mirrors Budweiser’s iconic bowtie logo.
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.
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.
“We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint,” said Pat McGauley, vice president of innovation for Anheuser-Busch. “Aluminum can be stretched only about 10% without fracturing, which requires that the angles of the bowtie be very precise.”
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. 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 unique can innovation.
Due to the can’s slimmer middle and sleek design, it holds 11.3 ounces of beer, slightly smaller than a traditional 12-ounce can of Budweiser.
“This can is incomparable, like nothing you’ve ever seen before. The world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here,” said McGauley.
“This can is certainly a conversation starter: eye-catching, easy-to-grip, trendy and – according to our research – very appealing to young adults,” he added. “It’s a beer can like no other.”
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.