Anheuser-Busch InBev (AB InBev), a Belgium-based multinational beverage and brewing firm, is all set to roll out its Budweiser in a newly designed bowtie-shaped aluminium can on 6 May 2013 to attract new generation of beer drinkers.

The new can, which is under development since 2010, is created using 16-step process, including 10 steps only to form the bottom half of the can.

To develop the can, AB InBev invested heavily on the equipment at its Budweiser can-making facilities in Newburgh, New York; Los Angeles and Williamsburg.

The can’s slimmer middle and sleek design allows it to hold 11.3oz of beer offering around 137cal, which is approximately 8.5cal less than the traditional 12oz can of Budweiser.

AB InBev had initially produced over 10 million bowtie cans in Newburgh facility till 31 March 2013 for the spring release and further plans to produce eight million cans in April 2013.

The new bowtie-shaped cans will be available for purchase in a special 8-pack at grocery stores, super markets, convenience stores and packaged liquor stores throughout the US and will not replace the traditional Budweiser can.

To support the launch of the new can, the company is running a marketing campaign.

In another development, AB InBev is also test-marketing its new 25oz beer can in ten US states replacing the 24oz serving.

The new 25oz beer can is scheduled to launch in summer 2013.


Image: The new Budweiser bowtie can is a result of packaging introduced in 2011. Photo courtesy of Anheuser-Busch InBev.