Brewing company Anheuser-Busch is all set to launch its brand Budweiser in a new bowtie-shaped aluminum can.
According to the company, the can will be available only in the US in an eight-pack. Its slimmer middle and sleek design enables it to hold 11.3oz of beer.
Anheuser-Busch vice president of innovation Pat McGauley said the company explored various shapes that would be distinguishable in the marketplace.
"Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bowtie be very precise," McGauley said.
Anheuser-Busch made equipment investments at its can-making facility in Newburgh, New York, to produce the new can, and also capital investments to upgrade packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, Virginia.
Initially, more than ten million bowtie cans were produced in Newburgh in March for the spring introduction and an additional eight million cans are slated for production in April 2013.
