Bud Light Rein-'Vents' Can

New concept debuts in Louisville pilot market

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.

The integrated tab design allows consumers to drink the 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 give the tab an extra push to activate the vent underneath. This 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 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. "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 company said.

"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."

A marketing campaign that includes digital, radio, out-of-home and print media will support the Louisville pilot market launch of the vented can.

The 12-oz. 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 brews Budweiser and Bud Light. The company is a wholly owned subsidiary of Anheuser-Busch InBev, Leuven, Belgium.