Technical innovations at its New York production plant will permit the popular beer brand to package its beer in bow tie-shaped cans. Shaping the cans proved a challenge since aluminum can only be stretched 10%, resulting in a 16-step manufacturing process, CNBC notes.
The bow tie shape reflects Budweiser’s logo, which debuted in 1956. It features double triangles meant to draw attention to the beer’s entire name.
Budweiser officials say that the bow tie-shaped cans are easier for consumers to handle, and will prove distinctive when compared to competitor’s cans. The cans will be sold in 8-packs at retailers across the country.
In March, Budweiser sued a former employee over alleged breaches of confidentiality agreements with regard to its trade secrets. However, the employee claims that the company is trying to punish him for cooperating with attorneys who are suing Budweiser over allegations that it deliberately waters down its beers.
Shares of Anheuser-Busch fell more than 1% in Wednesday morning trading.