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Can-novation

jamie 6th October, 2014

Though the 330ml brown bottle remains the industry standard, craft aficionados know that it's actually the humble can that best protects the beer inside from the degrading influence of heat and light.

In order to change the perception that drinking from a can is a negative experience, several US brewers are innovating to replicate 'glass-feel' – see the raised lip of Sam Adams and Sly Fox's fully open can.

While the high production cost again means that most craft brewers will not be able to deviate from the standard structure, or add textures, such as this embossed can recently developed by Heineken (above), design agencies have nevertheless already started imagining how cans could communicate those attention-to-detail credentials essential to craft beer.