Can Size Considerations: Which Is Best For Your Brewery?
If the clothes make the man, then the can makes the brand. How should your brand present itself?
The beer market’s demographics can be divided into various categories: age, occupation, and even which teams they support. But when it comes to can size, the biggest factors driving your choice must be location and cost. Where is this beer being sold? And, how much will your customers be amenable to paying for it?
A festival beer is not an after-work brewski. A chart-topping trendsetter isn’t a traditional ale. Knowing where your customer is drinking your brand, and how they consider spending, is 90% of the puzzle.
The chart below can help you translate those insights into smart can-size choices. Happy brewing!
Beer Can Size | Best For…(Beer Style) | Target Audience & Market | Base Cost & Cost Efficiency | Notes on branding & appeal |
7 oz (mini) | New flavor or style launch
| Minis or “smallboys” and stubbys are popular in variety gift packs, music festivals, and hiking events. | Small cans earn more from each sale per oz than larger cans. On avg. brands earn approx. $0.04 more per oz, or $0.31 more per can, selling 8 oz instead of 12 oz cans.
| People are aware they’re paying more for less with small cans.
|
8 oz (stubby) | High-ABV beers Rare or limited edition beers Higher-end “bespoke” beers w/ niche ingredients | Minis or “smallboys” and stubbys are popular in variety gift packs, music festivals, and hiking events. | Small cans earn more from each sale per oz than larger cans. On avg. brands earn approx. $0.04 more per oz, or $0.31 more per can, selling 8 oz instead of 12 oz cans.
| People are aware they’re paying more for less with small cans.
|
12 oz (standard) | 12 oz cans are the popular standard Pale ales, IPAs, American lagers, and Wheat beers are all well served in this size A 12 oz beer with 5% alcohol is a single standard drink, per CDC guidelines | Retail and convenience stores, restaurants | While they cost more to produce and earn less per-can than minis, standards generally outsell smaller sizes due to their cultural ubiquity. | Differentiation is vital. How does your 12 oz beer stand out from the others on retail shelves? |
16 oz (pint) | 16 oz cans are popular for crafts beers Beers with slightly lower ABV benefit from larger cans Classic and heritage beers traditionally served in pints “Indulgent” beers (meant to be enjoyed without feeling the need for a second) | Retail and specialty retail stores
| 16 oz cans can earn more per oz than standard sizes, as they’re typically sold in 4 packs rather than 6-packs | Buyers scrutinize quality of 16 oz beers more closely, due to the size’s association with craft beers. Differentiation is key, and be sure the quality matches or surpasses expectations. |
19.2 oz (stovepipe or “tallboy”) | Specialty beers to share or gift IPAs Imperial and Belgium Ales New releases and promotions | Stovepipe cans are typically sold in single cans, at gas stations, convenience stores, and specialty shops. Customers are typically “on the go.” | 19.2 oz cans are priced to deliver a higher revenue per oz than 12 oz and 16 oz varieties.
| The size alone differentiates the can from others on the shelf. But, it must be targeted to individuals typically making a relatively quick decision. |
22oz - 24 oz (bomber) | Large size cans are typically reserved for special edition and limited edition releases Rich, malt-centered beers do well in larger sizes German breweries offer 24 oz and 32 oz cans more often than American brands Pilsners, stouts, dark traditional lagers, and porters are popular choices for large size | Bombers aren't as popular as they once were, due to their low portability and historically questionable pricing.
| Bombers are somewhat more cost effective per can than pint cans and tallboys. However, their downward trend in popularity make them a poor choice of investment | Bombers must be precisely targeted to the brand’s biggest fans. Their appeal is niche. |
32 oz | Large size cans are typically reserved for special edition and limited edition releases Rich, malt-centered beers do well in larger sizes German breweries offer 24 oz and 32 oz cans more often than American brands Pilsners, stouts, dark traditional lagers, and porters are popular choices for large size | Bombers aren't as popular as they once were, due to their low portability and historically questionable pricing.
| Bombers are somewhat more cost effective per can than pint cans and tallboys. However, their downward trend in popularity make them a poor choice of investment | Bombers must be precisely targeted to the brand’s biggest fans. Their appeal is niche. |
