Canadian Packaging

Budweiser dons a bowtie

New bowtie design still compliments iconic brand's familiar look.


August 4, 2011
by Canadian Packaging Staff

To paraphrase the rock group ZZ Top, everybody’s crazy ’bout a sharp dressed can.

Budweiser, one of the world’s most iconic brands, has created a new design for its cans and secondary packaging (cases) that is expected to hit the store shelves in the U.S. this summer before debuting in markets around the world later this year.

The new can design is Budweiser’s 12th since Anheuser-Busch began offering its flagship brand in cans in 1936.

The focal point of the design is Budweiser’s iconic bowtie, complemented by the time-honored Budweiser creed and Anheuser-Busch medallion.

“Budweiser’s success is rooted in aspects of the beer that will never change – a crisp, refreshing taste, an unwavering commitment to quality and the enormous pride we take in each batch,” states Rob McCarthy, vice-president of Budweiser. “Our refreshed packaging design gives Budweiser an updated look, which dramatizes the iconic Budweiser bowtie and incorporates the brand hallmarks that loyal Budweiser drinkers will recognize and appreciate.”

Budweiser’s new bowtie can and secondary packaging designs will be the global standard as the brand continues to expand internationally.

“This new visual identity is one of many steps in our quest to reinforce Budweiser’s role as a true global beer brand. Together with our unifying global creative idea, the new global packaging look and feel will reinforce Budweiser’s bond with consumers around the world,” says Frank Abenante, vice-president of brands at AB InBev.

Using the same design principles as the newly designed can, the redesigned secondary packaging will be used for all package configurations and emphasizes the Budweiser creed, which highlights the beer’s unique beechwood aging process and 135-year long commitment to quality.

The packaging will also feature a ‘Quick Response’ (QR) code that will better enable Budweiser to regularly communicate with consumers.

About Anheuser-Busch

  • based in St. Louis, MO;
  • leading American brewer, holding a 48.3 per cent share of U.S. beer sales to retailers
  • brews world’s top-selling beers: Budweiser and Bud Light;
  • owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer
  • is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years
  • is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo.

For more information, visit www.anheuser-busch.com.