For beer consumers a 12 oz can shouldn’t be viewed as new or innovative. Large macro breweries have been canning in 12 oz options for as long as anyone can remember. However, in the craft beer industry the 16 oz option has always been king. Whether it was a Double IPA packed with adjuncts or a low percentage Pilsner, packaging size has relatively always remained the same. Over the past handful of years craft beer has seen a shift as a steady rise in more 12 oz canned options have become available.
This move away from larger formats like 16 oz cans and bottles sparks curiosity and begs the question: why the switch?
Market Data Reveals a Clear Trend:
According to data from the Brewers Association in 2015, 12 oz cans held a modest 18% share of the craft beer market by volume. By 2022, that number skyrocketed to 38%, showcasing a more than doubled market share in just seven years. Industry analysts predict 12 oz cans to reach 45% of the market by 2025, solidifying their dominant position.
Breweries Embracing the Change:
Renowned breweries like Sierra Nevada, Bell’s Brewery, and Dogfish Head are expanding their 12 oz can offerings, signaling a significant shift in the industry. The rise in the forefathers of craft beer making the switch has also resulted in newer breweries choosing 12 oz cans as their primary packaging format, indicating a clear preference for the smaller size.
One Pennsylvania brewery that has regularly released their beer in the 12 oz format is Erie based Lavery Brewing. We spoke with head brewer Charlie McDonough to get a sense of what has gone into the decision on the matter. “We generally only can either low abv highly drinkable beers, or high abv more expensive beers in 12oz cans. The low abv beers in 6pk 12oz create a better value for the price, as well as more individual beers to drink with a lower commitment to cracking one open.” McDonough went on to say that “as opposed to something like an IPA in 4pk 16oz which are more likely and conducive to sharing. The higher abv more expensive stuff in 4pk 12oz helps control price point, something in 12oz 4pks we can offer at $15 as opposed to $20 in 16oz, making it more accessible and better value.”
Unpacking the Reasons Behind the Switch:
Consumer choice is a primary driver in why we are seeing an increase. Consumers are increasingly drawn to 12 oz cans for their portability, convenience, and recyclability. 12 oz cans are typically cheaper to produce and transport compared to other formats, benefiting both breweries and consumers. In addition there are even increased benefits on the distributor side. Smaller cans require less shelf space, making them more attractive to retailers with limited space.
This notion that consumers are seeking out more 12 oz options was made clear in a conversation with Tim Floros, President/ Brewmaster of Levante Brewing, on the subject. Floros went on to share that “we often ask our customers what their preferred packaging type is, and the feedback we get from them helps drive which products we choose to move into 12 oz cans. A large number of our customers have been looking for Levante 12 -packs and let us know how much they love them as we roll them out into the market, which began with our core hazy IPA—Cloudy & Cumbersome. If the positive feedback continues, we’ll continue to make it happen!”
A Look at the Future:
The data and industry trends point towards a clear future: 12 oz cans are poised to become the preferred packaging format in the craft beer industry. This shift reflects a dynamic industry adapting to consumer preferences and evolving market realities. As breweries continue to embrace the convenience and affordability of 12 oz cans, consumers can look forward to an even wider variety of delicious craft beers in this increasingly popular format.
