{"id":3161,"date":"2016-02-09T06:00:50","date_gmt":"2016-02-09T11:00:50","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=3161"},"modified":"2016-02-07T12:50:17","modified_gmt":"2016-02-07T17:50:17","slug":"the-difficulty-lies-not-so-much-in-developing-new-ideas-as-in-escaping-from-old-ones","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=3161","title":{"rendered":"The difficulty lies not so much in developing new ideas as in escaping from old ones."},"content":{"rendered":"

\"Decades<\/a>Historically, each case of beer for sale in Texas was required to be 288 ounces. \u00a0This applied only to beer which had an ABV of five percent or less. \u00a0Any product over five percent ABV was either classified as a malt liquor or ale. \u00a0Brewers offered 24\/12 ounce packages in bottles or cans, but they only came in six-packs or loose. \u00a0It was not until the middle of the 1970s that 12 packs became available.<\/p>\n

Schlitz, which was the dominate brand in Texas at the time, saw an opening in the 288 ounce per case regulation. \u00a0Instead of 24\/12 packages, Schlitz developed a 12\/24 ounce can, called the Tall Boy. \u00a0The Tall Boy became very popular, not only in the c-stores as a single serve, but it was the bootleggers\u2019 package of choice for years because much of East Texas was still dry. \u00a0Thus, the Schlitz Tall Boy became a can unique only to Schlitz.<\/p>\n

2015 marked the 80th year of using cans to contain beer. \u00a0It was in 1935 that Kruger Brewing Co. introduced the first beer, following soon thereafter by Pabst and Schlitz. \u00a0Above you can see the evolution of the beer can in the US. \u00a0The chart shows the history, and in recent years, how the can has changed to impact all segments of beer.<\/p>\n

Even Boston Beers, which resisted offering Sam Adams in cans, relented and now has that packaging option available. \u00a0In the last couple of years, domestics, led by Coors Light and Miller Lite, have promoted the reseal-able 16 ounce with success. So much success, in fact, that there have been shortages of this can thus requiring production postponement in some cases. \u00a0Importers, including Warsteiner and others, have offered five liter cans for years. \u00a0This is a great package for incremental volume, which can be called a mini-keg.<\/p>\n

Many small crafts have moved to the can instead of bottles. \u00a0Much of this has to do with the mobile can lines which crafts can hire and use to get into the off premise channels. \u00a0While doing this is expensive for the breweries, it is a simple but effective way to get the product to the off premise while adding new consumers. \u00a0A good test to see if buying a packaging line makes sense.<\/p>\n

Cans have truly helped to grow the craft segment, cans have also helped to grow domestics. \u00a0But what is next? \u00a0The convince of cans had much to do with moving the beer business from the on premise to the off premise, thus resulting in increased beer sales. \u00a0Can this package energize the growth of beer once again?<\/p>\n

Below is a picture of a new and very unique can design. \u00a0Created by a bar manager in Finland, upon first glance, one cannot help but think, why was this model not thought of earlier? Take a 16 ounce can, split it in half to make an eight ounce half can. \u00a0Instead of a round can, it is a semi-circle.\u00a0 Put the two semi-circles together and you have two eight ounce cans attached to make a 16 ounce can.<\/p>\n

The possibilities are seemingly endless. \u00a0With two openings on top, a brewery can have two liquids in one package! \u00a0Two types of IPA’s in one package! \u00a0ABI could have eight ounces of Budweiser and eight ounces of Bud Light, all in one package. \u00a0Graphics of each of the two different beers would be on their respective half of the can. \u00a0Estimated additional costs of producing this type of can is about 20-30%+. \u00a0A higher price point would be needed, but it is not prohibited. \u00a0It might even be a better strategy to do this with a larger can, maybe a 24 ounce can or two 12 ounce sides.<\/p>\n

As a seasonal focus, a brewery using this can concept could put six to eight different flavors in one 12 pack.\u00a0 Hard to see any retailer or box store turning that down. \u00a0An idea along these same lines might be just what the beer industry needs to jump start greater growth.<\/p>\n

Remember, the difficulty lies not so much in developing new ideas as in escaping from old ones.<\/p>\n

 <\/p>\n

\"Double<\/a><\/p>\n

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Historically, each case of beer for sale in Texas was required to be 288 ounces. \u00a0This applied only to beer which had an ABV of five percent or less. \u00a0Any product over five percent ABV was either classified as a malt liquor or ale. \u00a0Brewers offered 24\/12 ounce packages in bottles or cans, but they […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-OZ","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/3161"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3161"}],"version-history":[{"count":10,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/3161\/revisions"}],"predecessor-version":[{"id":3174,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/3161\/revisions\/3174"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3161"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3161"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}