ST. LOUIS – This summer,
Louisville, Ky., will pilot market the new 12-oz. Bud Light Vented Can, an
innovation featuring a first-of-its-kind, self-contained venting tab that
delivers the world's smoothest drinking experience in a can.
The integrated tab design
gives consumers the freedom to enjoy the superior drinkability of America's
favorite light beer in a vented can without the inconvenience of needing
additional tools or objects to puncture the lid. After opening the mouth of the
can, consumers simply give the tab an extra push to activate the vent
underneath. This effortless action releases additional air to flow into the
can, creating a smoother pour with less “glug.” It's a design intended to
optimize delivery of Bud Light's crisp, refreshing flavor.
“The great thing about our
new Vented Can is that it's activated by a common skill among beer drinkers:
opening a can of Bud Light,” said Rob McCarthy, vice president of Bud Light, in
a press release. “With just an extra push on the tab, beer drinkers can unlock
the smoothest drinking experience in the world.”
The Anheuser-Busch Global
and North American Innovation Groups have been developing the Bud Light Vented
Can for more than two years to ensure the self-contained vent mechanism created
a better can drinking experience that was also easy to use.
“The beauty of the Bud
Light Vented Can is in its simplicity,” said Pat McGauley, vice president of
innovation for Anheuser-Busch. “Our testing showed consumers naturally
gravitated to the Vented Can thanks to its intuitive design and enhanced
smoothness, and we expect similar feedback in Louisville.”
The Louisville pilot
market launch of the Vented Can will be supported by a local marketing campaign
that includes digital, radio, out-of-home and print media. The 12-ounce Bud
Light Vented Can will be available in specially marked 12-packs throughout the
Louisville area. The Bud Light Vented Can is scheduled to launch nationally
later this year.