Budweiser is releasing a new bow-tie-shaped can to attract young people to its brand.
The can, whose shape is apparently inspired by Budweiser’s logo, contains 11.3 ounces of beer compared to the original 12, and will be sold in 8-packs, the company told the St. Louis Post-Dispatch.
The design is intended to appeal to trend-seekers and “young adults who haven’t yet tried a Budweiser,” the Post-Dispatch’s Lisa Brown wrote.
And, at a time when companies like Poland Spring are working to reduce packaging, Budweiser’s new can uses twice the aluminium of the standard.
“We’ve done a lot of innovation in products and we’ve been lagging in packaging,” vice president of innovation Pat McGauley told the paper. “We’re consciously working to bring innovation to the packaging side.”
Budweiser’s normal cans will still be available.
The brand will start rolling out the cans at its Made In America 30-city music tour. It will be released in stores May 6.
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