Craft brewers have developed a fondness for tall cans, which are now a common sight in local liquor stores. These 473-ml (16-oz.) cans, also known as tallboys, king cans, or pounders, have been around since the 1950s when the Milwaukee-based Schlitz Brewing Company introduced them. Craft beer producers have increasingly embraced tall cans over smaller 355-ml cans and glass bottles in recent years.
The appeal of tall cans goes beyond just providing more beer per can. According to industry experts, the slight increase in aluminum usage for tall cans compared to short cans is negligible. The main reasons for the popularity of tall cans lie in marketing strategies, brand recognition, and long-standing trends in the craft beer market.
Haydon Dewes, co-founder of Cabin Brewing Company in Calgary, emphasized that using tall cans helps distinguish craft beer as a premium product. Cabin Brewing’s four flagship beers are priced at $4.50 per single can or around $17 to $18 for a four-pack, aligning with consumer expectations regarding beer pack pricing.
Tall cans account for 80% of craft beer sales in Ontario, with only 5% attributed to short cans. The larger size of tall cans provides more space for unique branding and detailed product information, aiding in attracting customers. Moreover, the one-beer satisfaction factor and the ability to sample various beer varieties have contributed to the popularity of tall cans in the craft beer market.
The trend of tall cans in craft beer was significantly influenced by the Vermont-based Alchemist Beer, particularly with the release of their Heady Topper double IPA in 2011. While some breweries have started offering their beers in short 355ml cans to cater to a different segment of consumers, the tall can remains a symbol of craft beer exclusivity and quality in the industry.
