Budweiser Debuts New Bowtie Can

New package design emphasizes iconic logo

Published on Apr 15, 2013

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Budweiser cans no longer have a beer belly--at least some of them. The brand has debuted a bowtie-shaped aluminum can with a squished-in middle reflecting the brand's iconic bow-shaped logo.

The new packaging hits store shelves on May 6 and represents a bolder platform for the brand's classic emblem, which company lore says was first introduced to help emphasize the full "Budweiser" name when drinkers started to use the "Bud" nickname a little too frequently. The logo, first introduced in an ad campaign in 1956, also gained a bigger spotlight in 2011 in a previous redesign more prominently featuring the bowtie shape.

The can is an addition to the beer's lineup and will not replace Bud's traditional container. It holds a slightly smaller portion than its 12-ounce traditional counterpart-- about 11.3 ounces of beer at 137 calories.

The new can has been in development since 2010 and will be available exclusively in the U.S. as part of an 8-pack. A 16-step process goes into its creation, ten devoted to making the bottom half, six to form the top. The cans are produced using proprietary equipment at Budweiser's can production facility in Newburgh, New York.

For the initial run, the brand has produced more than 10 million bowtie cans and 8 million more will be created this month. Pat McGauley, VP/Innovation for Anheuser-Busch said in a statement, "We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint. Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bowtie be very precise."

A marketing campaign that includes digital, print and new spots out of Anomaly will support the launch of the can, which will be available at supermarkets, convenience stores and liquor stores. Consumers can find out where the new 8-packs can be located can call 1-800-DIAL-BUD.

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