When you can’t make a better beer, I guess putting it in gimmicky packaging is the next best thing:
As someone who previously worked in structural package design (that’s basically bottles and cans, for you hotshots in automotive or furniture), I freely admit there’s a whole slew of products for which the aesthetics of the package design don’t really matter. I’d never buy a bottle of booze or can of beer because of the way the vessel was shaped, or how pretty the label was, for instance; I’d buy them because I want to drink what’s inside of them.
Agreed. So, why the “Bowtie” can?
It’s possible that the Bud marketing crew believes the new can shape will increase sales, enough to cover the cost of the new tooling. But the cynics in us can’t help but notice a glaring fact: Standard beer cans hold 12 ounces of brew. The bowtie can rings in at 11.3 ounces. Zero-point-seven ounces missing might not be enough for individual consumers to make a stink about, but multiplied by millions of cans, it’s sure to save Anheuser-Busch some serious coin.
I’m sure there’s a bit of engineering and slick tooling required to produce the cans. However, I’ll stick with Sam Adams…