Budweiser Introduces a New Bowtie Shaped Beer Can to Win Back Hipsters

It’s no secret that ever since craft beer went mainstream, commercial beer brands have been clamoring to reclaim their hold on the 21 – 35ers, first by subtly hiding the fact that Blue Moon and Shock Top are actually owned by MillerCoors and Anheuser-Busch, respectively (gasp!), and now by introducing a new bowtie-shaped beer can that’s so pointless, it’s actually kind of, well, cool.

Inspired by Budweiser’s “iconic logo,” the 11.3 ounce can has been in the works since 2010 and requires 16 whole steps and its own proprietary equipment in order to create. It won’t replace the regular old 12 ounce can-shaped cans, but it’s there for anyone who wants it. Sadly not in time for Coachella though, since it won’t come out until May 6.

Still Budweiser seems pretty excited about it, citing is as “an example of how Budweiser continues to innovate, evolve and attract a new generation of beer drinkers,” and building on the “’success of Budweiser Black Crown’” – that other hipster bait thing they released earlier this year.

“This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley , vice president of innovation for Anheuser-Busch, in a press release. I once knew another vice president of innovation too. It was my little brother and he was elected to the position after he decided that tearing his chicken nuggets into pieces would ultimately give him more pieces and therefore more chicken. GENIUS.