Budweiser Wants Everyone To Pour Their New Beer 'The Wrong Way'

Conventional wisdom dictates that one should never shake a full can of beer, like ever. Budweiser, however, is actually encouraging drinkers to shake up their latest creation, as well as pour it straight down the middle of the glass, which is also the “incorrect” way to pour most beers. 

No, the beer giant isn’t pulling an April Fools' Day prank, they’ve designed a new beer meant you have to pour the wrong way because they infused it with nitrogen, dubbing it Budweiser Nitro Gold.

Bud Nitro Gold isn’t the first nitrogenated canned beer; Guinness sold nitrogen-infused beer for some time, but Budweiser does it without the aid of a small plastic widget that floats inside the can and helps release some of the CO2 within the beer. Instead of using a little plastic ball filled with nitrogen gas, Bud Nitro Gold’s chemistry magic happens when consumers give the can three shakes and pour it vertically into their glass.

The innovative nitrogen gas infusion design does not extend to the can’s label, which is a red, gold, and white variant of Budweiser’s typical look, which includes the signature bow-tie and logo, along with the crowned pull tab.

“We’re very excited about the introduction of Budweiser Nitro Reserve because it meets the growing demand for premium products and the rise in popularity of nitro infused beverages,” said Ricardo Marques, VP Marketing Core & Value Brands at Anheuser-Busch, via a press release. “With its unique serving ritual, Budweiser Nitro Gold produces a beautiful cascade visual and delivers a silky-smooth taste due to smaller, denser bubbles.”

Bud Nitro Gold comes in 12oz cans and is available nationally in the US.