Schubros Begins Canning Its Craft Beer

SAN RAMON, Calif. - June 6, 2013 - PRLog -- San Ramon, Ca -- The Bay Area prides itself on continuous innovation and constant change, and the industry of craft beer is no exception. Cans have been making a resurgence within the craft beer industry for the last several years for numerous reasons including environmental impact, taste and price. The brown bottle long synonymous with malts, hops, and yeast will remain a staple but live alongside its younger metallic brother.

San Ramon’s Schubros Brewery has launched its own line of canned beer starting with the Nico American Wheat. “Canned beer within the craft industry is still in its early stages and canning remains a risky proposition” says Ian Schuster, President of Schubros Brewery. “The opportunity to bring a more portable product that still maintains flavor is great for the market and the consumer.”

The market however may not agree. In 2012 Schubros Brewery commissioned a study with Saint Mary’s University’s MBA program. This study quantified several economic and operational advantages of the canning. However the study also painted a stark picture of a public highly skeptical that canned beer can be of comparable quality. That reticense combined with high minimum order sizes has erected significant obstacles that have dissuaded smaller and start up breweries from canning their own products.

Recognizing the advantages of both packaging options Schubros will offer its customers “A Package for All Occasions” a combination of bottle and can. “It’s the same beer, from the same batch, bottled on the same day, and stored in the same conditions.” says Brewmaster Mike Johannsen.

Can advocates highlight a number of advantages over bottles. From an environmental standpoint the average can is made from 44% recycled aluminum versus the bottles’ rate which is under 40%. Operationally cans are an insignificant percentage of the weight of the beer and can be packed far more space-efficiently than bottles. In addition, breakage is a much lower concern allowing for lower loss rates. Furthermore, new areas such as golf courses and stadiums become new markets where glass is not allowed.

Bottle supporters offer numerous counter arguments. First, that the brown bottle is widely accepted as the preferred medium of craft beer brewers. Second, they argue that the consumer wants to see the product inside, a customer can look at a bottle and see the differences. In addition, the brown bottle blocks most UV light from affecting the beer inside. Furthermore cans must be consumed in a single sitting, where as bottles can be reused and with the right devices, (i.e. champagne stoppers) resealed for consumption on multiple occasions.

Brewmaster Mike Johanssen wants customers to know that “Both packages have their advantages. The consumer should be given the opportunity to try both and see whichever is more appropriate for their planned consumption occasion”

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About Schubros Brewery

San Ramon-based Schubros Brewery was founded in 2011 by four beer and food industry veterans who, together, possess nearly 50 years of industry experience. Striving to elevate beer enjoyment to the highest level, Schubros believes in creating the ultimate epicurean (http://schubrosbrewery.com/learning-from-the-brewmaster-u...) experience through its purposefully reciped beers. The brewery is guided by three core values: community, responsibility and quality, and donates 1% of its Core 4 beer sales to charitable causes.  For more information about Schubros Brewery and its management and values, please visit www.schubrosbrewery.com or call (925) 786-2232.

Media Contacts:

Schubros Brewery

Ian Schuster

(925) 327-0700
ian@schubrosbrewery.com