As Budweiser, the self-dubbed King of Beers, feels competitors chomping away at its spot in suds sales ranks, it has tried a number of things — like giving away 500,000 freebies — to remind people it is a product available for purchase. Today, the folks at Anheuser-Busch InBev N.V. RFD PDQ WTF announced their master stroke that will surely work wonders: A new can.

The new bow tie look — because the first thing we associate with Budweiser is apparently Pee Wee Herman and Senator Paul Simon — is Bud’s 12th redesign in its 75-year existence.

But don’t worry, the new can doesn’t mean you should expect anything new from what’s inside.

“Budweiser’s success is rooted in aspects of the beer that will never change – a crisp, refreshing taste, an unwavering commitment to quality and the enormous pride we take in each batch,” said Rob McCarthy, vice president, Budweiser. “Our refreshed packaging design gives Budweiser an updated look, which dramatizes the iconic Budweiser bowtie and incorporates the brand hallmarks that loyal Budweiser drinkers will recognize and appreciate.”

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