Budweiser Spent Years Developing New Can Shape

Bow tie can is 'a beer can like no other'
By Ruth Brown,  Newser Staff
Posted Apr 17, 2013 12:00 PM CDT
Updated Apr 21, 2013 6:00 PM CDT
Budweiser Spent Years Developing New Can Shape
Budweiser's new bow tie-shaped aluminum can.   (PRNewsFoto/Anheuser-Busch)

We're not sure we want to know how much money went into the development of Budweiser's new beer can, but the company says its engineers spent several years and made major equipment upgrades to create what it calls "a beer can like no other." This great innovation in macro beer drinking? A can shaped to look (sort of) like Bud's "bow tie" logo. "This can is ... eye-catching, easy to grip, trendy, and—according to our research—very appealing to young adults," says the VP of innovation for parent company Anheuser-Busch, CNBC reports.

The bow tie can won't replace traditional Bud cans, but the company has already made more than 10 million of them, via that years-in-the-making process, which happens to be 16 steps long. They'll be sold in special 8-packs beginning May 6, per a press release. Anheuser-Busch also boasts that the new cans contain 8.5 fewer calories. That's not because the beer is any different—it's because the new design only holds 11.3 ounces of beer, rather than the standard 12 ounces. (More Budweiser stories.)

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