The Heineken keg can used to be the most oddly shaped beer can, but Budweiser looks to contend for that honor with their new can that’s actually shaped like a bowtie. I guess just having an iconic logo isn’t enough these days.
To make the new can possible, Anheuser-Busch engineers needed to solve a number of technical challenges, and major equipment investments were required at Budweiser’s can-making facility in Newburgh, N.Y.
Creating the can requires a 16-step process – 10 steps to form the bottom half of the can, with an additional six steps to form the top portion.
The Anheuser-Busch Global Innovation Group has been investigating potential can innovations for several years.
“We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint,” McGauley said. “Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bowtie be very precise.”
Starting May 6th, the new 11.3-ounce logo-shaped cans will be on sold in special 8-packs. AB doesn’t intend for this to replace the traditional can, so don’t start crying about how many trips it will take to stock your next party. You can still display your manhood by walking down the street carrying double cases under each arm.
One of Budweiser’s agendas was to appeal to young drinkers, but having people locate where to buy the new cans by calling 1-800-dial-Bud shows they still don’t know anything about our generation. We don’t make phone calls. If it’s not online, it might as well not exist.