For many breweries, a regional, cultural identity fosters the brand’s wider appeal. Paradoxically, that popularity might dilute the brand by requiring a large-scale production model that precludes ties to its regional roots—something expanding breweries keep in mind.
Craft beer drinkers, like brewers, want to be challenged. From Chipotle Ale to peanut butter and jelly beer, we never know what will pleasantly surprise us, and the true craft beer drinker will try anything once.
Switching from the once-ubiquitous brown bottles to cans may have been novel nine years ago, but today, it’s just one way craft brewers are reexamining their relationship with the container industry in hopes of shaving costs and putting better beer on the shelves.