Crafty canners

According to The Beer Institute 52% of all beer was in 2010 sold in cans in the US but only
3% of the craft beer segment came in cans. Craft brewers or microbrewers prefer bottles and kegs, or has preferred. According to an article in Packaging Digest we can now distinguish a shift towards the use of beverage cans.

More craft brewers than ever are now filling beer in beverage cans for several reasons. The distribution of canned beers opens up new channels like convenience stores and arenas. Also financial and logistical aspects are weighed in.

Still the consumers of craft beers are traditionalists and have gotten used to the idea of drinking from bottles. Using bottles is often an obvious choice for the small brewer with a challenging cash-flow looking for a used filling line. The use of co-packers opens up for alternative packaging solutions. Is this a trend or will the scepticism from consumers hold the can back.

Innovation and creativity

The innovation process doesn’t have to be neither time consuming nor expensive. In the end it is about thinking out of that old box.

A Panama-based liquor company, Scottish Spirits, has launched a 12 ounce or 35 cl aluminium can filled with whiskey. Beverage cans have been used since the 1930’s and whiskey has been around for a while. But the combination…

This week I have been following this new product ripple through the internet. I have lost count on how many blogs, newsletters and comments made about the oddity of filling a can with whiskey. The product has got the attention similar to a well funded and planned global ad campaign. Now it is up to logistics to make sure that the can is to be found in every supermarket around the world. I want one and I am certain that there are a few like me out there.

Somebody said something like “You can’t use up creativity. The more you use, the more you have.”

 

Beer in a new gear

China is not only the second largest economy on the planet it is alsothe largest beer market, and growing. A few years ago China surpassed the US as the main beer guzzler and that will be hard to change given that the Chinese only consume an average 31 litres per capita. That is far from the 79 litres the average American consumes yearly. http://bit.ly/dn4KnF China is a growing market while Russia used to be a growing market for beer. The Russian beer market is struggling with the effects of the recession and is then hit with a new tax increase, a sobering rise of 200% on all beer from this year on.  This will not help developing the market in the short term. Estimates of a 10% decrease of this year’s sales have been recorded.