It is a pint-sized phenomenon!
As you stroll through the beer aisles of your local liquor store, it's hard to miss the scene: a mesmerizing array of local craft beers adorned with distinctive and vibrant labels, all encased in tall, 473-ml (or 16-oz.) cans. The tall can, affectionately known as the tallboy, king can, or pounder, has taken the craft beer world by storm.
While the tall can isn't a new invention – the Milwaukee-based Schlitz Brewing Company introduced it in the 1950s – it has gained immense popularity within the craft beer community. This shift away from the traditional 355-ml cans and glass bottles has not gone unnoticed, and there's more to this preference for tall cans than meets the eye.
It's Not Just About Quantity
Contrary to what you might think, the choice between a tall and short can doesn't boil down to the amount of liquid they hold. In fact, the cost difference in terms of additional aluminum required to produce a tall can is quite negligible. The natural allure of tall cans lies in marketing, brand identity, and craft beer trends, which have been evolving for over a decade.
For those seeking convenience and moderation, tall cans fit the bill perfectly. They allow you to enjoy a single beer and feel content. Selling singles is also a boon for beer connoisseurs who relish variety, enabling them to sample many flavours in one go.
A Canvas for Craft Beer
Tall cans offer craft brewers more space to tell their stories and explain their products to consumers. It's a canvas for creativity and information, a chance to say, "We are craft beer, not a macro beer. We don't package our beer in short cans by the dozen. This is a premium product that comes in a four-pack."
According to experts, the four-pack of tall cans has become a craft beer standard due to the long-standing expectations regarding the cost of beer packs. A four-pack offers roughly the same volume as a six-pack but with comparable pricing, setting it apart from non-craft brands that often sell smaller cans in bulk.
A Symbol of Exclusivity
The four-pack of tall cans exudes an air of exclusivity. You instantly know you're holding a craft beer when you spot one. In contrast, a box of 12 short cans might trigger thoughts of budget beer. The packaging, it seems, plays a significant role in shaping our perception of the beer's quality.
Tall cans, constituting a whopping 80 percent of craft beer sales in Canada, provide more real estate for striking artwork and logos that make an immediate impression. The cans are like miniature billboards, telling customers exactly what's inside and creating a visual impact.
game changer move
The Alchemist's Heady Topper double IPA is often credited with popularizing the trend of craft beer in tall cans. Although John Kimmich, co-founder of The Alchemist, acknowledges that Heady Topper wasn't the first of its kind, he agrees that it played a pivotal role in propelling the practice to widespread fame. Tall cans have not only contributed to the growth of craft beer but have also helped breweries make powerful statements about their brands.
While the ascendancy of the tall can have undoubtedly played a significant role in the craft beer resurgence, it may have created a bit of a divide. Traditional beer consumers seeking a large box of small cans that are easy to drink in quantity are left with fewer options in the era of the tall can.
The craft beer industry's love affair with the tall can extend beyond its size. It symbolizes quality, creativity, and a commitment to offering something unique. So, next time you pick up a four-pack of tall cans, know that you're not just getting beer; you're getting a piece of the craft beer story. Cheers to the tall can revolution!
