A few years ago, buying 19.2-ounce cans in local grocery stores was almost an impossible task. This situation has changed a lot since then and now it is easy to find these cans on the shelves because it has become an undeniable favorite among craft beer consumers. “They really came out of nowhere. And now they’re everywhere,” noted Matt Herbert, director of sales for Tenth & Blake, the U.S. craft division of Molson Coors Beverage Company.
Currently, the 19.2-ounce can accounts for more than 92% of individual handcrafted sales in stores. Just six years ago, it accounted for less than 10% of craft sales, while 22-ounce bomber bottles owned the channel, with more than 75% of individual craft sales. Today, they account for less than 1% of individual craft sales in stores, while 24-ounce cans don’t even knock off 7%.
The 19.2-ounce “stove” can sit in the middle of that Venn diagram and has continued to attract older drinkers, increasing craft sales more than 39% between 2021 and 2022, to $295 million, according to Circana’s convenience store and multiple outlet data. Isolating the convenience store data, the picture becomes even brighter, with $19.2 craft sales up more than 41% to $221 million, accounting for the lion’s share of sales.
Hop Valley also recently released a special edition Triple Double Imperial IPA, which includes six different beers. This was intended to convince consumers to buy larger packages than usual.
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