72 BREWING & BEVERAGE INDUSTRIES BUSINESS News CONTAINERS Craft beer has enjoyed huge success, opening a whole new scene where passionate entrepreneurial drinks makers, such as Windsor & Eton, are successfully competing with bigger brands with their unique flavours. New tastes combined with personalised brand stories are giving consumers an experience as well as a great drink, and this trend looks set to continue. Drinks cans have an important role to play in this craft trend and are becoming more popular with brands, consumers and retailers alike. A thirst for craft The significant growth in the UK craft beer market continues with the opening of over 500 craft breweries in just 12 months – that’s an increase of 55 per cent since last year (UHY Hacker Young, March 2017). This fast-paced growth is being driven by British start-ups hoping to emulate the success of hometown heroes like BrewDog, now worth around £1bn, and it shows no signs of slowing up. Nielsen data (H1 2017) showed overall craft beer sales were up 85 per cent¹, with cans now accounting for over a quarter of craft beer sales in terms of grocery multiples and off licenses2 . Easy to drink & infinitely recyclable Canned craft drinks have a wide-ranging consumer appeal thanks to their ability to deliver a great tasting product in an easy to drink, infinitely recyclable pack. Craft brewers worldwide are choosing cans to maintain the all-important taste of their drink. Sealed from light and air, drinks are kept protected and fresh. This is important as any change to the taste or look is usually the result of oxidisation or exposure to (UV) light. Recyclability is also increasingly important for consumers – it’s becoming more influential in decision making. This is where cans stand out over other packaging formats because they can be recycled infinitely without losing their structural integrity, so they are easily recycled again and again without any loss of quality. Up to 80% of all metal ever produced in the world is still available for use and drinks cans were recently confirmed as the most recycled drinks container in the world by Resource Recycling Systems (RRS). By 2016, 70% of aluminium drinks cans in the UK are already being recycled (Alupro), compared to PET (43%) and glass (46%) (RRS). For glass, New Scientist recently stated: “waste managers often have to pay recyclers to take glass off their hands” (2017). Easy low volume canning Canned beer growth can also be attributed to easier access to low volume mobile and contract canning facilities and as well as inhouse lines. These affordable canning methods are transformational for indie brewers. These options are cost effective and flexible. Mobile canning, ideal for small or one-off brews, means passionate brewers can retain control and feel confident about the handling of their beer as the canning is done on site. Contract canning comes into its own for drinks producers looking for bigger runs. UK canned craft beer exports As expected, the influx of beer producers in the UK has resulted in fierce domestic competition. To continue to grow their business, many craft beer brands are looking overseas and exploring exporting. The UK Trade & Investment (UKTI) found that those who export are 11 per cent more likely to survive and thrive. Cans are the ideal pack choice for exporting, due to their cube efficiency and light weight. The quality of beer is also maintained, despite being transported vast distances, as the can protects against UV light, which can affect flavour. Cans are also less likely to suffer breakages and are tamper resistant and tamper evident, offering producers and consumers’ peace of mind. The consumer thirst for new tastes and drinks that fit in with their lifestyles is continuing to drive innovation in the drinks sector. As a result, drinks cans are providing the perfect match for craft beer, enabling consumers to enjoy great tasting and good-looking drinks in the best pack choice. Whether that’s through its sustainability credentials, its ability to deliver bold ‘cool’ designs or that its light weight and easy to transport, this combination is proving to be a winner for an ever-growing number of craft beer brands. References ¹Neilson Craft Beer Update, August 2017 ²Nielsen/Can Makers UK Market Report 2016 Craft beer and cans: A perfect match says Martin Constable, Chairman of the Can Makers Martin’s career in the can making industry started when he joined Crown Packaging in 2004, going in as a UK Key Account Manager following 15 years at General Electric. He is now based at Crown Bevcan’s offices in Carlisle, where he is responsible for UK and Ireland as the Sales Director. Since joining the company more than 10 years ago, Martin has gained incredible insight within all aspects of the can making industry, including the growing market for independent canned beers. In 2015 Martin took on the position of Chairman of the Can Makers and has been active in many of the association’s initiatives, including the Indie Beer Can Festivals. www.canmakers.co.uk www.indiedrinkscanadvice.co.uk For more information visit: 72_Layout 1 12/02/2018 15:21 Page 1