A beer can is a beer can is a beer can — it’s cylindrical and contains beer, and you hold it in your hand in order to drink the liquid inside. We haven’t done much thinking on the matter, but over at Anheuser-Busch a lot of brains have been bent on well, bending the traditional can into a new shape. Why? Because it looks like a bow tie, see, and Budweiser’s logo is also a bow tie. So, yeah.
Starting on May 6, the kinked cans will show up in special 8-packs on store shelves, holding just 11.3 ounces instead of the traditional 12. Again, due to the bow tie shape. It won’t replace traditional cans, it’ll just exist for people to buy if they want to.
The bigwigs at Bud sound pretty darn pleased with themselves in a press release about the can, which has been in development since 2010.
But again umm… why?
“We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint,” Pat McGauley, vice president of innovation for Anheuser-Busch said. “Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bow tie be very precise.”
And also because it’s super cool and way more fun to hold than those normal, boring cans! You’ll be the life of the party! All the popular kids love it because it’s trendy! Well, so sayeth Budweiser.
“This can is certainly a conversation starter: eye-catching, easy-to-grip, trendy and – according to our research – very appealing to young adults,” McGauley said. “It’s a beer can like no other.”
Those upset with the fewer ounces in the bow tie can will be comforted to know that Bud is also working on a new 25-ounce can to replace its 24-ounce can, so boom — one more ounce of beer. Break out the bow ties and celebrate.