'Budweiser' Hopes to Attract Millennials With New Bow-Tie Can

Now, Budweiser hopes to cash in on said coolness with the release of its new bow-tie-shaped can this spring. The new design, which echos the familiar shape of the longtime Budweiser logo, took some major engineering to achieve (each can takes precisely sixteen steps to create).

Pat McGauley, vice president of innovation for Anheuser-Busch, said, “We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint…Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bow-tie be very precise.”