Click through to view an image of the new bowtie-shaped can

Click through to view an image of the new bowtie-shaped can

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A new bowtie-shaped Budweiser can will be launched in the US next month, Anheuser-Busch InBev has revealed. 

The can, which has been in development since 2010, will be exclusively available in 8-packs in the US off-trade from 6 May, the brewer said today (17 April). It will not replace the traditional Budweiser can. 

An initial run of 10m bowtie cans have been made, with an extra 8m being produced this month, A-B InBev said.

“This can is certainly a conversation starter: eye-catching, easy-to-grip, trendy and – according to our research – very appealing to young adults,” said Pat McGauley, A-B InBev's innovation VP.  

The can’s slimmer design means it holds 11.3oz of beer and has about 137 calories, around 8.5 fewer calories than a traditional 12oz can of Budweiser, the brewer said. 

The bowtie symbol was first used in 1956 in a national advertising campaign for Budweiser. The brand's can packaging was last updated in 2011

Last year, A-B InBev was embroiled in a trademark dispute with San Antonio Winery over the bowtie symbol. The brewer claimed the wine group's Bow Tie brand could lead to confusion among consumers. 

Meanwhile, A-B InBev also announced today that it is testing a new 25oz can in ten US states that will replace its 24oz can. The bigger can will go on sale this summer, the company said. 

Expert analysis

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