Can vs. glass: the evolution of consumption4 August 2020
Until around ten years ago, lovers of craft beer in Italy turned up their noses at the very thought of being presented with a beer in a can.
In the wake of the American tradition, in fact, canned beer was synonymous with poor quality and low cost.
The can was considered unsuitable – more out of hearsay than for actual technical reasons – in bringing out the quality of the product; craft beers were rare compared to today and were only sold in glass bottles.
For a number of years now the desire for innovation but especially the diffusion of the brewing culture has allowed us to approach a new type of consumption, of which the can has become the symbol: the priceless possibility of enjoying high-quality beer everywhere.
And this is why in Italy also, riding the wave of the craft brewery exploit, the can emerges as an alternative container for high quality beers.
Initially, there was a great deal of scepticism, mainly due to the fact that up until this time aluminium had always been associated with sugary soft drinks and discount beers.
The more conservative beer lovers also claimed that aluminium gave beer an unpleasant metallic aroma; but to every problem there is a solution, and now the inside of the cans is lined with a protective film that prevents the beer from coming into contact with the metal!
We at Granda have chosen to join the brewers who have opted for cans in promoting the diffusion not only of the product itself but also the culture that accompanies it.
We like the practical aspect of cans, but above all we have found that they are very effective in preserving the beer.
The can, in fact, solved the two problems that even the darkest and most hermetically sealed glass bottles were unable to solve: the alteration of the liquid by the sun’s rays and the oxidation of the beer due to the fact that the seal of the bottle cap is unable to guarantee total impermeability to this gas.
Did you know, in fact, that the can allows you to have more control over the integrity of the drink?
A beer that has been hit by the light has a typically impaired scent, and an oxidized beer is a beer that has lost its characteristic aromas. With the can there is no such risk!
The can is not only practical but also easy to transport as it is lighter.
It is true that aluminium is very thin and therefore does not provide much protection against high temperatures – but the opposite is also true!
Besides being more compact and therefore easily stored, canned beer is easier to cool due to the thinness of aluminium and its high reactivity to temperatures. Canned beer also has a faster production cycle and, being less bulky and more lightweight, it is easier and quicker to distribute, thus avoiding the risk of the product being altered by being stored at high temperatures during delivery!
Summarising the ten-year debate between bottle and can, we can say that the advantages of using the latter, in terms of practicality and consumption and the quality of the product, by far outweigh the disadvantages!
Total protection against oxygen, easy transportation and consumption, easy cooling and storage, protection against the alteration of the liquid due to sunlight: are these good enough reasons to promote innovation and convince you to drink canned beer?
With our new manifesto Not Another Beer in The Dust and the launch of the two canned beer ranges H4TG and The Girlswe are simply reaffirming the concept that the advent of the can has already anticipated: that making the enjoying of craft beer comprehensible, immediate and simple is the first step to spreading the culture that surrounds it!