Holds 11.3 oz Instead of 12 oz

Earlier this week, Anheuser-Busch InBev (NYSE: BUD  ) unveiled its latest efforts to improve sales of its flagship Budweiser brand with a new bowtie-shaped can

Apparently, the sleek container — which incidentally holds 11.3 ounces of beer compared with Budweiser’s traditional 12-ounce cans — has been in development since 2010, and the first eight-packs featuring the new shape are set to go on sale on May 6.

Perhaps unsurprisingly, the marketing folks behind the 118-year-old brand are hoping to target younger consumers with their new creation. As Budweiser VP of innovation Pat McGauley told the St. Louis Post-Dispatch: “We know there are a large number of consumers out there looking for new things, the trend-seekers. We expect both our core beer drinkers and new customers to try it.”

Will it work?
I’m not gonna lie: As one of those younger consumers, you can bet I’ll go out and buy one of those fabled eight-packs when they arrive. On that note, however, it won’t be because of the beer inside.

And that, my friends, is why I’m convinced that AB-InBev’s new can won’t matter over the long run. Like the gimmicky vented wide-mouth cans and Vortex bottles offered by Molson Coors (NYSE: TAP  ) , AB-InBev’s new design doesn’t actually offer anything to beer drinkers except a cool-looking container.

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