ST. LOUIS – Budweiser announced earlier this week that it will introduce a bowtie-shaped aluminum can that mirrors the company’s logo.

Beginning May 6, the spiffy cans will be available in a special 8-pack but will not replace the traditional Budweiser can. They will live side-by-side in store shelf harmony, each coveting the other’s trademark looks.

“This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley, vice president of innovation for Anheuser-Busch. “The world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here.”

Producing the can was a challenge, as Anheuser-Busch engineers need to tackle technical issues as well as make equipment investments at its can-making facility in Newburgh, New York. The Anheuser-Busch Global Innovation Group has been investigating 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.” 

More than 10 million bowtie cans were produced in Newburgh for the spring introduction. An additional 8 million cans are scheduled to be produced this month.

“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.” 

The bowtie can reflects Bud’s commitment to innovation as it targets a new generation of beer drinkers. “It builds on the success of Budweiser Black Crown, the crowd-sourced fan favorite introduced earlier this year,” McGauley said. 

An integrated advertising campaign will promote the can’s launch. It will be available in grocery stores, supermarkets, convenience stores and packaged liquor stores.