Canned beer's comeback hinges on manufacturing advancements

07/9/2013 | Advertising Age (tiered subscription model)

Innovations in can technology that are meant to improve taste, smell and "drinkability" have led to a comeback for beer cans. More beer-makers, such as Boston Beer Co., Sly Fox and Founders, are offering canned beer, and big-time brewers such as MillerCoors are advertising their can advancements. Smaller brewers are also enjoying the extra label space on cans for additional marketing messages. "There's more room on the actual can to put their story. ... The more they can talk about their personality, the better," said Julia Herz, the Brewers Association's craft-beer program director.

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