Beer: The Rise Of The Can

Beer: The Rise Of The Can

Craft brewers are increasing the popularity of the modest "tinny".

Piers Fawkes, PSFK
  • 26 september 2011

As a Brit, I’m pretty familiar with the can – that’s how beer outside the pub tends to be bought in the UK. But where I live today, the US, beer is generally bought from stores in bottled form. Sales of canned beer represent a tiny fraction that of bottled ale but PSFK has been monitoring signals that this might all change. Craft beer companies seem to be adopting the packaging and mainstream grocers are pushing them.

Although the packaging has been in use for over 50 years in America, the image of the beer can is still generally associated with low priced, blue-collar booze. We first noticed a can sold in a more future-forward establishment when New York’s Ace Hotel opened. Then, their bar sold just one canned variety – Pork Slap – but their current drinks menu contains three canned beers including Guinness.

I asked some of the team at brand innovation agency Sylvain Labs about this trend and based on their experience working in the beverage sector they said that there were several reasons why the can is becoming popular: it’s argued that the metal can retains the beer tastes better, there’s less waste (no air in the neck) and the cost of transport is less as the packaging is lighter.

If you look around, you can see the idea of canned beer being introduced to a broader audience. Today, at the Whole Foods Market on New York’s Houston Street in New York, the chiller by the checkout looks awfully grown up. Much of the soda seems to have been removed and there are several shelves of canned beers presented to tempt the shoppers waiting in line.

I decided to ask our PurpleList experts on whether they thought this was a trend and many agreed. Several of those who gave responses said that the craft beer movement was driving this trend. Lloyd Alter did suggest a word of caution about assuming that cans are all good more sound: the Treehugger editor and PurpleList member said that cans are lined with Bisphenol A and that they were introduced to attack the recyclable bottle. That said, Cassondra Schindler was quick to point out that in the growing craft beer category cans have been used as a point of differentiation from the previous standard of glass bottles.

Schindler adds that 75 craft breweries are now producing beer in cans. These beer companies are turning to the humble beer can to provide drinkers with better beer and a differentiated experience.


Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology Yesterday

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Yesterday

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines


Get PSFK's Related Report: Future of Retail 2017

See All
Travel Yesterday

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Matt Bright

Printed Electronics, Packaging, NFC

Food Yesterday

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Yesterday

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport Yesterday

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed december 1, 2016

Communications Officer: What This Holiday Season Means For Millennial Shoppers

Dallas Lawrence of the Rubicon Project shares why holiday cheer is all about likes, views and retweets

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated Yesterday

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail Yesterday

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion Yesterday

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Yesterday

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing Yesterday

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells


Future Of Work
Cultivating The Next Generation Of Leaders

Arts & Culture Yesterday

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive Yesterday

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.