Anheuser-Busch Serves Up Embossed Can

Will an embossed can help boost Budweiser sales? St. Louis-based Anheuser-Busch Cos. is testing a new, embossed can in two U.S. markets--Santa Barbara and Phoenix--and in Japan. The can features raised “Budweiser” letters and the company’s distinctive logo. Anheuser-Busch has experimented with different colors and photographs on its cans, as well as a container that changed colors when the beer was refrigerated. “Could it help them sell more beer? Possibly,” said Jerry Steinman, publisher of Beer Marketer’s Insights. “It’s always interesting to see them try new things. Everybody looks for a slight new edge to build volume.” Budweiser holds 20.4% of the U.S. beer market, according to Beverage World, a trade publication.