Budweiser is turning to modern technology to emphasize a piece of its past.
The company is unveiling a bow tie shaped can that will mirror the brand's longtime bow tie logo. The can will be available in eight-packs nationwide beginning May 6 and is the result of several years of technological advancements and investments at the breweries can-making facility in Newburgh, N.Y.
"We explored various shapes that would be distinguishable in the marketplace but also viable from an engineering standpoint," said Pat McGauley, vice president of innovation for Anheuser-Busch. "Aluminum can be stretched only about 10 percent without fracturing, which requires that the angles of the bow tie be very precise."
Budweiser officials say creating the can requires a 16-step process-10 steps to form the bottom part of the can and the rest to form the top.
While the new design is the result of technological innovation, it is ultimately the result of consumer research.
"This can is certainly a conversation starter: eye-catching, easy to grip, trendy and according to our research very appealing to young adults" McGauley said.
Consumers will be giving up about an ounce of beer to get that conversation started. The new can holds 11.3 ounces rather than the standard 12 ounces. The bow tie can is not replacing the traditional 12 ounce can and will be available only in the United States.
The Budweiser bow tie first appeared in national advertisements in 1956. The brewery says the bow tie look was introduced when too many consumers were using the term "Bud" when ordering the beer in a bar. So the company added the double triangles to emphasize the full Budweiser name.
-By CNBC's Tom Rotunno; Follow him on Twitter @TomRotunno
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