Updated: Budweiser to launch bow-tie can
Brewer Anheuser-Busch is to launch a bow-tie version of its beer can next month, according to reports in the United States.
The design builds on a rebranding of the can from 2011, Budweiser’s 12th can design since the brewer began offering the beer in cans in 1936, which prominently featured the company’s bow-tie.
The brewer has announced that next month (May) will see the introduction of its new bow tie shaped can, which will hold 11.3 ounces of beer and be sold in eight packs rather that the standard six packs.
“This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley, vice president of innovation for Anheuser-Busch, “the world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here.”
McGauley said the bow-tie cans will be manufactured on a one-of-a-kind machine in Newbergh, NY, designed by Belvac Production Machinery, the empty cans will be transported to Los Angeles and Williamsburg, Va, to be filled with beer.
The facility in Newburgh, which is about 60 miles north of New York City and part of Anheuser-Busch, supplied in-house engineers for the project which needs a 16-step process to make the can – split between ten steps to form the bottom half of the can and an additional six steps to form the top portion.
Since 2011 the bow tie design, and secondary packaging designs, have been the global standard for the brand. However, the new shaped cans will be available alongside the traditional shapes and, currently, there are no plans to completely replace the current can.
Budweiser’s new can is designed to emphasis what the company believes is its iconic bow tie, complemented by the time-honoured Budweiser creed and Anheuser-Busch medallion.