Is this Bud for you?

Budweiser's new can design takes their iconic bowtie emblem and brings it to life as a dimensional can shape. Striking and, they claim, easier to grip. But the unfortunate compromise of said shape is a loss of liquid volume: .7 ounces to be exact. Yes, these cans contain 11.3 ounces of beer compared to the standard 12 of a standard can.

Is Bud the next contestant in the game of colossal brand blunders? Who can forget the great Maker's Mark proof reduction near-death experience, or Tropicana's repackage debacle or New Coke! Could they possibly not understand their drinker enough to know that less beer is not exactly what they're yearning for? Maybe. But maybe not.

Perhaps they understand their target better than anyone. And guys that drink cans of Bud love to burn through can after can, and since a six-pack will most likely cost a little bit less than the 12oz ones, there's now even more reason to reach for another and another? And maybe after holding the same boring 12oz can of Bud for all these years, this is just the welcome change loyal consumers will embrace—literally and figuratively. Will be interesting to see…