Sales of craft beer in cans rose by 327% from January to August 2017, according to new research by Neilsen.
The upsurge means that cans now account for over a quarter of craft beer sales in the UK off-trade.
Part of this rise in popularity can be attributed to consumers’ changing attitudes. Consumers, particularly millennials, are increasingly looking for packaging that is lightweight, easily recyclable and keeps the product in perfect condition.
Martin Constable, Chairman of the Can Makers – the UK industry body for drinks cans – commented: “The growth of the canned craft beer market over the past year has exceeded expectations and has paved the way for other craft drinks’ makers to enter the market. We are beginning to see a trend of adult soft drinks and cocktails looking to achieve similar success.
“Craft brewers have understood that choosing the can is the best packaging option for retaining the product’s quality and authenticity, delivering those complex tastes that consumers love. It has inspired other drinks and majors to take a fresh look at their packaging and how they can use it to be innovative and stand out on the shelf to the consumer.”
