The redesign is the 12th new look for for Budweiser since it first launched in cans in 1936, and will also go on the brand’s secondary packaging.
European marketing director Iain Newell said: “Budweiser’s success is rooted in aspects of the beer that will never change – from its crisp, refreshing taste, to our unwavering commitment to quality and the enormous pride we take in each batch. These things have remained – and will remain – the same since Budweiser was perfected by Adolphus Busch in 1876.
“Our refreshed packaging designs have an updated, contemporary look, dramatising the iconic Budweiser bowtie, and incorporating longstanding brand hallmarks. We’re confident that the design will not only appeal to our loyal Budweiser drinkers but also attract new consumers.”