The King Of Beers Gets A New Look

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ST. LOUIS, MO. (KTVI) – Pat McGauley understands there's a science of suds.

'Cause there's so much engineering to take a can that's straight and runs very efficiently and shape the walls by 10%,' says

Pat McGauley the Anheuser-Busch Vice President of Innovation.  'I mean, feel how sturdy that is, it just feels good in your hand.'

You've got to hand it to the kind of beers who've turned their iconic brand into the shape of a bow tie.

Anheuser-Busch created the can at their Newburgh, New York metal container facility.

'It's our own internal can supplier and can plant,' says McGauley.  'Using their engineering capabilities to get the machine to understand how the machine shapes stretches and moves aluminum to get the can where it is today.'

In years past, the technology didn't exist to engineer a creative can for your cold frosty ones.

But for the past three years AB has been researching and designing a new way of presenting their legacy lager.

'It's going to be harder to smash really because there's twice the aluminum than any other 12 ounce can,' says McGauley.

Because of the bowtie shape there`s 7/10's of an ounce less beer.

But the novelty of the new 8 pack bow tie could mean big sales.

However the home of Anheuser Busch won't be shaping the cans in St. Louis just yet.

'So we'll be eventually as volume grows adding additional breweries in the future but we're going to start with the Williamsburg and LA that's filling the Budweiser bow tie can right now,' says McGauley.

But they will continue making their pedigree pilsner in traditional cans in St. Louis.

'So it's not only a beer, it's a fashion statement,' says Patrick Clark.

'Absolutely,' laughs McGauley.

You might call it their can-paign platform.

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