Anheuser-Busch’s Budweiser brand introduced a bowtie-shaped aluminum can that mirrors Budweiser’s iconic bowtie logo. The new bowtie-shaped can is available in eight-packs on store shelves nationwide. “This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley, vice president of innovation for Anheuser-Busch, in a statement. “The world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here.” The proprietary can, in development since 2010, is available only in the United States and will not replace the traditional Budweiser can, the company says. 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. Significant capital investments also were required to upgrade packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, Va. — the first breweries with the capability to package this unique can innovation. An initial run of more than 10 million bowtie cans were produced in Newburgh through March 31 for the spring introduction. An additional 8 million cans were scheduled to be produced in April. Due to the can’s slimmer middle and sleek design, it holds 11.3 ounces of beer with 137 calories, approximately 8.5 fewer calories than a traditional 12-ounce can of Budweiser. The launch of the can is being supported with a marketing campaign that includes digital, print and TV advertising. It is available in grocery stores, super- markets, convenience stores and liquor stores.
PepsiCo introduced a new bottle structure and label for its Pepsi, Diet Pepsi, Pepsi Next and Pepsi Max brands. The lower half of the bottle features a “swirled” structure, and the bottle also features an etched, grip-able bottom, according to a brand representative. “The new bottle’s swirl brings an edginess and playfulness that mirror brand attributes and its youthful spirit, and the etched, grip-able bottom allows consumers to have a more solid interaction with the bottle itself,” a Pepsi spokesperson said. The redesign will impact the brands’ 16- and 20-ounce single-serve plastic bottles. In addition, new 12-ounce glass bottles will be available in select stores. The package design was developed as the next step in the company’s “Live for Now” marketing campaign, which kicked off last spring.