Why Don’t More Craft Breweries Can Their Beers?

Craft breweries are a vibrant part of the alcoholic beverage industry, known for their unique and innovative flavors. However, despite the many benefits of canning, a significant majority of craft breweries still prefer to bottle their beers. This article explores the economic and marketing challenges that underlie why more craft breweries do not can their beers, providing a detailed analysis of the key factors.

Economic Problems

Canning has become a popular choice for many beverage producers due to its numerous advantages. However, for craft breweries, the process faces significant economic challenges. Traditionally, bottled beer has dominated the craft beer market, leading to a stigma among consumers that canning is inferior to bottling. This perception is largely due to the historical use of cans by soft drink manufacturers in the 1980s and early 1990s, which coincided with the early stages of the craft beer revolution.

Expense of Canning Equipment

One of the main issues is the cost of canning equipment. Canning lines are highly specialized and expensive, contrasting sharply with keg and bottle filling equipment. Even a minor error in alignment, such as a few microns off, can result in functional issues, adding to the overall cost. This makes canning less economically viable compared to bottling for small-scale operations.

Lead Times and Working Capital

A truckload of bottles can be repurposed for different styles of beer, whereas pre-printed cans require a dedicated run per style. A truckload of cans (25 pallets) can take several months to consume, tying a significant amount of working capital in packaging inventory. This can make planning and order scheduling more challenging for smaller breweries. Moreover, the lead times for acquiring canning equipment and running cans through the line can be considerable, making it a less attractive option for cost-conscious breweries.

Marketing Considerations

Beyond the economic aspect, canning faces challenges in the marketing domain. Craft beer is traditionally associated with bottles, creating a perception that canned versions are inferior. This perception is deeply rooted in consumer psyche and is hard to change.

Perception Gap

Many consumers believe that beer tastes better when stored in glass bottles, neglecting the advantages of cans such as better sealing and UV protection. This perception gap is a significant hurdle for breweries considering canning.

Manufacturing Challenges

Additionally, the process of canning beer involves more steps and can lead to inconsistencies in presentation. For example, shrink-wrapped cans, while cost-effective, do not achieve the same aesthetic appeal as pre-printed cans. This is crucial in a market where brand image and presentation play a significant role in consumer decision-making.

Alternatives and Solutions

There are alternatives for breweries looking to can their beers without the high initial costs and long lead times. One solution is mobile canning lines, which can provide on-site canning services at a premium. Another is the use of shrink-wrapped cans, which offer a cost-effective solution but can be less visually appealing.

Conclusion

While canning offers numerous advantages for craft breweries, such as better UV protection and a modern look, the economic and marketing challenges remain significant. As more breweries explore the benefits of canning and as technology advances, these challenges are likely to diminish, making canning a more viable option for the future of craft beer packaging.