Beer snobs take note: Last year 48.7% of all beer consumed in the U.S. came via a can. Sure, that's no aluminum mandate, but it easily beats out bottles (41.5%) and the almighty draught (at a piddling 9.5%).Pondering the power of the can isn't one of my regular activities, but after reading this article about MillerCoors continuing to tweak their highly advertised "cold-activated" technology, I was reminded that canned beer is big business -- so much so that making both sides of Coors Light cans cold-activated (with "a thermochromatic label, which changes color depending on temperature") as opposed to the former single-sided color-changing can is a news worthy event.
These can advances aren't unprecidented. Earlier this year Coors introduced the "Vented Wide Mouth" for smoother pours. And the now-ubiquitous wide mouth can itself is a relatively new phenomenon introduced in the late 1990s. But seriously, what's the big deal?
Funny you should ask; some small brewers are saying the same thing. Today I stumbled upon this interesting article on Chow.com discussing how changes in canning technology are now allowing for more canned products in the craft beer industry. Previously -- the stigma of canned beer aside -- canning micro brews wasn't even plausable. But with the recent introduction of smaller canning systems, craft brewers saw the opportunity to target new consumers. Credit Oskar Blues for leading the charge. Since canning their Dale's Pale Ale in 2002, the Colorado brewer has become nearly synomous with high-end canned craft beers... and made a name for themselves in the process.
Canned crafts have a number of appeals -- the cachet, a retro vibe, rarity -- beyond the basic portability and convenience of aluminum cans, but is it a trend that's here to stay? Well, 48.7% of beer drinkers can't be wrong. If the craft beer market continues to grow, and more craft beers end up in cans, that means more cans in our immediate future.
[Photo Credit: oskarblues.com]
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