Today was a cloudy, rainy day on the Piney River Farm; not too different from the cloudy, rainy night in 2011 when Piney River first canned craft beer in the Ozarks. Today’s first–12 ounce Piney River cans.
Those of us that have been canning beer on the Farm are still trying to adjust to these smaller cans in our hands, but we’re doing what many of our consumers and our distributors have asked us to do by putting our beer in a smaller can.
Waaay back in 2011 when Piney River was the first microbrewery in the state to can beer at their brewery, we were following suit with the 16-ounce pint can like our craft beer brothers and sisters in the Midwest—Tallgrass, Surly, Sun King. We’re in the Show Me state, why not show our customer a true pint? Plus, it was perfect—the Piney Pint.
Back then, there wasn’t much canned craft beer on the shelves in 2011 and 2012 or even 2013, but now canned beer is growing by leaps and bounds, and breweries that were once only bottling their beer are now canning it, too. Twelve-ounce cans are easier to source, plus, if you were a brewery already packing 12-ounce beers, it only makes sense to continue that in a can form. And now, it’s easier to find 12-ounce cans on the shelf here in the Ozarks than it is possible to find 16-ounce cans on the shelf.
I even had a conversation with a fellow brewer that packaged beer in 16-ounce cans and started packaging certain beers in 12-ounce cans for grocery stores. He thinks that it will ultimately lead to the demise of his 16-ounce canned beers.
Our distributors were also asking for 12-ounce cans from Piney River. For those distributors that sold 12-ounce/6-packs and 16-ounce/4-packs, they felt like they could sell more cases of 6-packs than 4-packs. Truly, a case of 6-packs equals four purchases to be empty the case, and a case of 4-packs require six purchases to empty the case. Plus, we’re hearing about this issue that the consumer can’t generally do the math that even though a 4-pack usually costs less than a 6-pack, all the consumer sees is 6 beers versus 4 beers.
And while we love floating down the Big Piney with pint of Piney in our koozie, we have heard from some of you that your 16-ounce beer gets warm before you finish it. Can we suggest here that you drink just a wee bit faster, perhaps? Just an idea….But never fear, your warm beer concerns have also been heard!
So, raise those Piney pints high in the air (or save them for your beer collection); either way, they are going away.
Today, we canned Piney River’s Black Walnut Wheat in 12-ounce cans, and that will be followed up by 12-ounce versions of all of our core beers in the coming weeks. Depending upon your distribution market and the stock of 16-ounce beers your distributor has in place, you will see 12-ounce 6-packs of Piney River beer in your favorite drink-buying place very soon or shortly down the road.
In the upcoming months, you will also see us release “Raise a Ruckus” (an Imperial Stout) and 2017 Mule Team Imperial IPA in 12-ounce 4-packs. We thought 10% ABV might be a little more easy drinking in the smaller sized can, and we can keep it at a good price point, too.
Four brands will remain in 16-ounce cans until we run out of the blank pounders. Masked Bandit IPA and Old Tom Porter are two brands you already know well. Two new Piney River offerings in 16-ounce 4-packs will be River Access Ozarks Lager and Aux Arcs Dry-Hopped Saison.
Same delicious Piney River beer. Same commitment to quality. Same love of what we do…just in a smaller package and lots more of them.