Analyzing the Influx of European Brewers Canning Their Beers to Better Compete in the U.S.

August 22, 2019 | Taylor Laabs

The craft beer scene in the U.S. has been around for a relatively short period of time. Part of its rapid growth and success can be attributed to the industry’s willingness to evolve and contort itself to appeal to the ever-changing whims of today’s curious consumer. While hard seltzers and fruit-puree sours might be nothing more than a passing trend, one recent market shift seems to be here for the long haul: craft beer in cans. The benefits of cans are clear: they’re more transportable, better for the environment, and boast longer shelf life than their glass counterparts. A huge signal that the can trend is more of a foundational than fleeting trend in the U.S. is that century’s old European brewers are also augmenting their typically rigid perceptions of packaging to appeal to the American market. 

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