Canny Moves By Craft Brewers

New Belgium adding canning line.

Coming this summer: Fat Tire in a can.

New Belgium Brewing Co. is the latest craft brewer to start offering its flagship beer in a can. A big reason for doing so: Cans can go into places that bottles can’t. From New Belgium’s press release:

"Introducing cans was a natural choice given that they are outdoor-friendly, light for transport and readily recyclable," said Bryan Simpson, spokesperson for New Belgium. "In addition to the lighter carbon footprint, Fat Tire can now travel to places where glass is not an option."

As Beer Business Daily notes, "Canned craft beer has long been a controversy: does it hurt the brand equity or not?"

Advocates of canned craft beer argue that cans, besides being allowable in more spaces, also protect the beer from light and oxygen. And linings in today’s cans protect the taste.

And as craft brewer’s grow, they will need to find new ways of expanding distribution and reach. Cans are a way to do that.

A growing number of craft brewers, including Oskar Blues Brewery, Surly Brewing Company and 21st Amendment have offered beers in cans. The Jacob Leinenkugel Brewing Company, which is owned by Miller Brewing Company, markets Leinenkugel's Original, Light, Honey Weiss and Berry Weiss in cans.

Will New Belgium’s move inspire others to follow suit?

Here is the press release from New Belgium.

An AP story can be seen here.

The Beer Business Daily home page is here.

The Brookston Beer Bulletin last summer had a story about a canned craft beer dinner.

Update: Brookston Beer Bulletin has put up a photo of the Fat Tire cans.

Update II: Still more craft-in-the-can news. Brookston Beer Bulletin has an item about new cans from 21st Amendment.

Comments

[Heather]

I don't think it hurts the brand. People who know good beer understand that it doesn't much matter how it's contained. Just like synthetic wine corks and box/cask wine.
But the sad thing is the amount of resources used to process all that aluminium. And how much is recycled?
I believe glass is easier to manufacture and recycle.
I wish you could get fresh beer growler fill-ups more widely!

[Erik Giberti]

There's a brewery up here in MN that's primarily offering cans for distribution of their main two beers at this point... good stuff too: http://www.surlybrewing.com/