The Can, Reinvented: Louisville Is Pilot Market For New Bud Light Vented Can
ST. LOUIS, June 5, 2013
ST. LOUIS, June 5, 2013 /PRNewswire/ --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,
"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. "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
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
The 12-ounce Bud Light Vented Can will be available in specially-marked
12-packs throughout the Louisville area.
"Launching exclusively in Louisville will provide us an opportunity to
continue gathering feedback from consumers before we roll out the Bud Light
Vented Can nationally," said McCarthy.
The Bud Light Vented Can is scheduled to launch nationally later this year.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a
47.6percent share of U.S. beer sales to retailers. The company brews
Budweiser and Bud Light, two of the world's largest-selling beers.
Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading
aluminum recycler for more than 30 years. The company is a wholly-owned
subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues
to operate under the Anheuser-Busch name and logo. For more information, visit
Phillip Cleveland, Bud Light
SOURCE Bud Light
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