US: Anheuser-Busch InBev trials Bud Light "vented can"
The vented can will go on trial in Louisville
Anheuser-Busch InBev is piloting a "vented can" for its Bud Light brand designed to give a smoother pour and "optimise" flavour.
After two years in production, the 12-ounce can will be trialled in Louisville, Kentucky, this summer, with plans for a national roll-out later this year. The can works by drinkers giving the opening tab an extra push, which releases additional air into the beer.
The launch comes just a week after MillerCoors unveiled an "air-vented" can for its Coors Light brand.
“The beauty of the Bud Light vented can is in its simplicity,” said Pat McGauley, Anheuser-Busch's VP for innovation. “Our testing showed consumers naturally gravitated to the vented can thanks to its intuitive design and enhanced smoothness, and we expect similar feedback in Louisville.”
The pilot launch will be backed by digital, radio, out-of-home and print media activity.
The vented can will be available in specially-marked 12-packs throughout the Louisville area.
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