“Initially it was just funny,” he says. “We were brewing multi-dimensional, high-gravity beers and just couldn’t conceive of putting one of our beers in a can. But through our research we found out it was and still is actually far superior to a bottle.”

The results have been astounding. The company has seen the public take to its canned brews—often after a little hesitation—and Oskar Blues’ sales have skyrocketed as a result. Even in 2009, global financial apocalypse and all, the Canned Beer Apocalypse has continued unabated. Oskar Blues saw a whopping 83.7 percent increase in revenue last year and a 70.5 percent increase in shipments. In fact, in each of the past seven years, the company has experienced double-digit growth. But last year was its biggest leap: 29,000 barrels produced compared to 17,000 in 2008.

And the apocalyptic fervor continues to spread. Nearly 75 craft breweries in the United States and Canada have begun using cans. And according to Jim Peterson, VP of marketing for Ball Corp., which has been supplying more and more craft brewers like Oskar Blues with cans, the can still comprises less than 10 percent of the craft beer market. “So there’s nothing but upside for us,” Peterson says.

In fact, last October, Buckbean Brewing Co., Nevada’s largest production microbrewery, held its first CanFest—Reno International Canned Beer Festival, the first international beer judging and tasting for canned beer. Thirty-three breweries attended, 16 of them from out of state. Buckbean founder Douglas Booth plans to hold the event again this October and expects to draw many more attendees.

Buckbean has been using cans since it launched in 2008. Booth says he and his business partner were planning on bottles, but then “both decided that cans was the next great thing.” Among the reasons, Booth says: canning lines are easier to run than bottling lines; they offer better protection from the sun and oxygen; they use 70 percent less paper and cardboard; they have a higher recycling rate and unlike breakable glass they can be taken to beaches, pools, concerts and other venues.

Also sensing that this indeed might be “the next great thing,” for their businesses, suppliers like Ball and Crown are working closesly with the craft brewers.

“A lot of these guys, they do such small runs that typically full truckloads are pretty much their full-year capacity,” says Thomas Hughes, marketing manager for Crown Beverage Packaging North America. “So sometimes if there’s an opportunity to maybe split a truckload into two different labels or work with them some other way it really helps them out.
“I mean, who knows, the first year they’re doing a couple of truckloads and the next year they’re doubling that. So it’s always good to be with them from the ground up.”

From Beverage World May 15, 2010