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(Courtesy Beer & Beyond / Terrapin Beer)
These new 19.2-ounce cans, which were rare only five years ago, are now at the core of craft beer sales at US convenience stores.
They call these cans “stovepipes” in the beer biz. And it’s second-largest growth package in the United States with sales which have doubled over the last three years.
“They really came out of nowhere,” says Matt Herbert, sales director for Tenth & Blake, Molson Coors Beverage Company’s US craft division told Beer & Beyond. “And now they’re everywhere.”
The 19.2-ounce can accounts for more than 92% of craft single sales at convenience stores across the nation, according to Circana data. Six years ago 22oz bomber bottles dominated that space with more than 75% of craft single sales. But today with migration from bottle to cans those big bottles have all but disappeared from retail outlets. Today those bottles account for less than 1% of craft single sales at C-stores.
“Convenience shoppers go in knowing what they want and picking up other purchases while they’re in the store,” Herbert said. “When it comes to beer, knowing how exploratory craft consumers are, you have to figure out a way to provide variety, value and trending styles.”
“How do you do that? You offer singles.”
And the 19.2oz singles that are moving the most are, not surprisingly, IPAs…high ABV, Imperial and Double IPAs.
Athens, GA-based Terrapin Beer’s Depth Perception Imperial IPA was up nearly 383% in 2022 and Hop Valley Brewing’s Alpha Centauri IPA up more than 40%, according to Circana convenience store data.
Revolver Brewing in Texas and AC Golden Brewing in Colorado both released higher-ABV beers in the 19.2oz format this year and Detroit, Michigan’s Atwater Brewery is set to do the same soon.
“You have this need for flavor and complexity and (19.2s) really fit the bill,” Adrian Benkonvich, Hop Valley’s president told Beer & Beyond. “And you’re delivering on value. It’s a no brainer for a consumer looking to try something new.”
Herbert stressed “that Molson Coors’ lineup of regional breweries matches up well against national players, like New Belgium, Goose Island and Sierra Nevada, whose roster of 19.2s is surging.”
“Only craft can deliver this. It’s easy to sell, it’s profitable,” Herbert added “and our brands are doing it really well.”
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