You rarely hear of one beer company rolling out a new package design, but to hear of two companies, well that just happens once in a blue moon. When can, bottle, or cardboard packaging is iconic and people know what color box or 6-pack they should be looking for at the grocery store, a change is quite a big undertaking.
You really won’t see colors being changed or anything too radical, but bottle and can shapes are never out of the question. That’s exactly what we saw with the two major beer companies in the news recently. Curious to see how they could change an aluminum can and glass bottle? Oh, you won’t believe it!
When news came out that Budweiser was debuting a new can shape, I figured it would be a new size only. Boy, was I wrong! Developers have been hard at work since 2010 to get this pale lager’s lucky 13th design just right. They wanted to produce something that would reflect its iconic bowtie logo that has been a staple in bars and grocery store coolers for years. Anheuser-Busch certainly captured it, or at least in photos it has nailed the concept they were searching for.
To make the can, a 16-step process and special can-making equipment are needed. “We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint,” Anheuser-Busch’s VP of innovation, Pat McGauley, said in a statement. “Aluminum can be stretched only about 10% without fracturing, which requires that the angles of the bowtie [shape for the can] be very precise.”
Unfortunately, these cool cans do come at a price. They use twice the amount of aluminum which costs more to produce, but it also holds less beer than a conventionally shaped can (the new cans will hold 11.3 ounces versus a traditional can that holds 12 ounces). Mark your calendars for these cans, because they’re rolling out on May 6th!
The other big beer player is MillerCoors and you’d be crazy to think they’re sitting back twiddling their thumbs. Of course they rolled out a new glass bottle for their industry-leader beer Miller Lite. The new shape features a long neck and a more angular design compared to other curvy bottles in the market.
How’d they decide to go with this design? They gathered as much insight as possible from focus groups and fans of the brand to make sure their target market had their voices heard. What a concept, right?! It’s the first change for Miller Lite since introducing their Alumi-Tek aluminum beverage bottles in 2008 and one that will have consumers doing a double-take when they pick up a six-pack.
With spring warming up and summer on its way soon, outdoor events are going to be more and more numerous. Anheuser-Busch and MillerCoors are hoping that their new packaging will make you reach for a six-pack of their brew instead of a competitor. Will it be successful? We’ll just have to wait and see!
Do you think these new can and bottle designs will attract new consumers? Would you switch brands just because of this news? What are your thoughts? Shout off in the comments below!