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The King of Beers smartens up its look with new 'bow-tie can' three years in the making

Budweiser will roll out their new bow-tie shaped cans on May 6, the company announced today.

The beer company has been developing the new look 'dented-middle' can mimicking their logo over the past three years.

The quirky can shape is intended to attract new younger drinkers and will come in eight rather six packs because the unusual design reduces the amount of beer they can hold.







Bow-tie: The new can, right, will be available from May 6 and will be sold in eight rather than six packs like the traditional design, left

However, they've told fans of the old-style can not to fear as the cylinder design will continue to be available as well.

'We know there are a large number of consumers out there looking for new things, the trend-seekers,' Anheuser-Busch's vice president of innovation Pat McGauley told the St Louis Post-Dispatch.

'We expect both our core beer drinkers and new customers to try it.'

The cans mimic the company's bow-tie symbol first used in a national advertising campaign in 1956.



Revamp: The company is hoping the new look means new customers

The cans are 11.3 ounce rather than the 12 ounce.

The firm, which has its U.S. headquarters in St Louis, has been developing the design since 2010.

'We've done a lot of innovation in products and we've been lagging in packaging,' McGauley added.

'We're consciously working to bring innovation to the packaging side.'

Later this summer they will also replace their 24-ounce cans with 25-ounce versions in California, Nevada, Hawaii, Arizona, Wyoming, Montana, Idaho, Oregon, Washington and Alaska.

The company will be looking to improve on lackluster sales with the new cans.

Budweiser sales fell 2.3 percent worldwide last quarter, primarily because of a drop in U.S. consumption according to the Associated Press.

So far enthusiasm for the dented-middle design is fairly restrained.
One Twitter commentator wrote: 'Not sure how I feel about Budweiser's Bowtie can.'

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