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Avery Brewing Co. to can Ellie’s Brown, IPA, White Rascal and a mystery brew
Everybody’s doing it!
Craft breweries are increasingly opting to sell their tasty beverages in cans, and the latest to jump on the bandwagon is Boulder’s own Avery Brewing.
Avery IPA's wardrobe is about to expand. | flickr user montage_man
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In the Westword article, Adam Avery stated that four of their beers including Ellie’s Brown Ale, India Pale Ale, White Rascal and a yet to be released new beer will be the initial brews going into cans.
Think about it, this move makes sense. Cans are easier to recycle and cost less to make and transport. It helps to reduce shipping costs which can help to hold rising costs down. I look forward to trying these beers again from a can.
Westword’s Jonathan Shikes tracked down another motive:
“We’ve been debating it for a while,” says Avery marketing specialist C.V. Howe. “But when it came down to it, it was a lifestyle thing for the people who work at Avery and type of brewer we are.”
Avery employees are typical Coloradans in that they like to go snowboarding, skiing, rafting, kayaking, hiking, trail-riding and camping. And cans are a lot easier to take with you when you live “that active lifestyle,” Howe says. “So when it came down to it, we couldn’t bring our beer where we wanted to drink it.”
There’s plenty of debate over whether bottles are cans are ultimately better for the environment, but the way it goes is basically this: The farther the beer travels, the better it is if it’s canned; it’s lighter and easier to recycle than glass. The only problem is that mining bauxite for the cans is kind of gross.
(Drinking from a keg is the best option, environmentally speaking.)
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