European canned craft beer sales will continue to grow, American drink packaging company Ball Packaging feels. Canned sales currently only represent a small part of the company’s turnover, but its growth has been impressive.
Popular with the youth
Marketing manager Veronique Stephan says cans are commercially more appealing to brewers, because there is more room for prints, which means they can improve their brand’s presentation to the consumer.
She also feels younger people prefer cans and it is exactly this group that craft beer brewers want to reach. Ball Beverage Packaging Europe expects to exceed 10 % growth in canned beer sales in the near future.
Canned beer is also beneficial to the environment, because they are often created for recycled material, while the cans themselves are also recycled afterwards.
Canned craft beers were first introduced in the United States, but are now also more commonplace in Europe. Many beer fans will probably shiver at the thought of drinking beer from a can though, even though certain connoisseurs claim the beer’s taste is better kept in a can than in a bottle.
