19.2 Ounces - The Beer Thrillers

Why 19.2-Ounce Cans Are Becoming the New Craft Beer Staple

B. Kline — Tue, 12 Nov 2024 13:15:07 +0000

Why 19.2-Ounce Cans Are Becoming the New Craft Beer Staple

Craft beer cans are growing up—literally! Next time you swing by your local convenience store, you might notice an impressive lineup of tall cans, typically packed with hoppy IPAs and clocking in at 19.2 ounces. But what’s behind this size choice, and why are more breweries turning to it? Let’s dig into the trend, what it means for craft beer lovers, and why it’s popping up everywhere.

New Trail Broken Heels and Double Broken Heels 19.2 oz Cans

The Magic of Convenience

One word explains the rise of the 19.2-ounce can: convenience. Firestone Walker Brewing, for instance, rolled out its Double Hopnosis IPA in this size to deliver, as they put it, “ultimate convenience.” It’s the go-to format in convenience stores, offering a simple grab-and-go option for people who want something substantial in a single serve.

As traditional beer venues face stiffer competition, gas stations and convenience stores are one bright spot. In fact, National Retail Solutions data reveals that beer sales in these stores rose 5.3% from January to March 2023, while overall beer sales in other retail outlets barely saw a 1.4% increase. Craft beer in particular jumped nearly 9% year-over-year, proving that convenience stores are a rising platform for craft brewers.

(See our other article here: Unlocking Flavor and Branding: The Rise of 19.2-Ounce Craft Beer Cans)

Who’s Buying the Tall Boys?

The 19.2-ounce “stovepipe” can appeals to a unique consumer—the on-the-go buyer who wants quality in a larger single serve, not a whole six-pack. Scott Powell, Marketing Director at Bell’s Brewery, which packages popular brews like Two Hearted Ale and Oberon in 19.2-ounce cans, points out that convenience store shoppers are often looking for a quick, satisfying grab to enjoy right away. And for many, that extra bit of beer makes all the difference when they’re in a rush.

With the tall cans driving dollar growth in craft beer sales, breweries are racing to join the trend. Joe Sepka from the consulting firm 3 Tier Beverages notes that 19.2-ounce cans are now the top driver of growth in craft beer, even outpacing 12-packs. NielsenIQ data confirms that sales of these cans surged 57% over the past year, a rise due partly to higher prices but mostly due to increased demand and wider availability.

Leading the Pack: The Skeleton in the Can

If you’re wondering what kicked off the trend, look no further than Voodoo Ranger. New Belgium’s Voodoo Ranger Imperial IPA saw a stunning 20.9% sales increase from August 2021 to August 2022, with its eye-catching skeleton can dominating convenience store shelves. Voodoo Ranger has become synonymous with tall cans and has set the tone for other breweries wanting to capture a similar market.

But it wasn’t New Belgium that first took a chance on this size. Oskar Blues pioneered the 19.2-ounce format in 2012 with its beloved Dale’s Pale Ale, and other craft breweries soon followed suit. When Anchor Brewing decided to can its iconic Steam Beer, it also opted for the 19.2-ounce size, a move that matched shifting consumer habits as 22-ounce glass bombers lost popularity.

The 19.2 Ounce Story: Imperial Pints and ABVs

So why 19.2 ounces? This size, close to an imperial pint (20 British ounces), works well for craft brewers because it uses the same canning lines as a standard 16-ounce can. For many breweries, like Anchor, the switch was cost-effective and efficient, allowing them to deliver a larger serving without major equipment adjustments.

High ABV beers also dominate the 19.2-ounce format. A single tall can offers a satisfying drink with a stronger kick—perfect for park visits, BBQs, and other outings where lugging around a six-pack isn’t practical. As beverage journalist Kate Bernot points out, convenience store shoppers are often looking for a higher-ABV option that’s compact yet delivers the goods. In short, that 8% or 9% beer in one big can is ideal for these settings.

The Pros and Cons of Going Big

While this trend is booming, not every brewery can jump on board. Producing 19.2-ounce cans requires an investment in equipment and logistics. Only breweries with the resources to expand into convenience stores or gas stations—and the budgets to price competitively—are likely to take the plunge. Smaller craft brewers often face challenges keeping prices in the $3 to $4 range for single cans, a price point dominated by large-scale brewers with better cost efficiencies.

Despite the hurdles, breweries with larger distribution networks are finding ways to make this format pay off. As Great Lakes Brewing’s CEO Mark King notes, “While there is a slight hit on margins with the extra 3.2 ounces, the volume more than makes up for it.”

Terrapin 19.2 oz Cans

Tall Cans Are Here to Stay

With the growing popularity of stovepipe cans in convenience stores, music festivals, and sports venues, the 19.2-ounce can is here to stay. Its convenient size, appealing ABV options, and easy-to-carry nature make it perfect for consumers on the move. Whether more local breweries will join the trend remains to be seen, but as craft beer’s top growth driver, this extra-tall can has set a new standard in craft beer packaging.

On-the-Go Craft Beer: Pennsylvania’s Move to 19.2-Ounce Cans

Perpetual IPA by Troegs Independent Brewing is a popular 19.2 oz can choice

Pennsylvania breweries have increasingly embraced the 19.2-ounce can, adding a convenient single-serve option for fans of craft beer across the state. Notable breweries like Troegs Independent Brewing in Hershey have begun offering some of their popular IPAs in this larger format, making it easier for fans to grab a single can on the way to events or gatherings. Troegs’ Double Graffiti Highway, a high-ABV double IPA, is a great example, designed to pack a bold flavor punch that suits the stovepipe can format perfectly. They also have their flagship beer – Perpetual IPA as well as Sunshine Pilsner and the Troegenator Double Bock in 19.2 oz cans.

Another PA standout, Victory Brewing Company, has also adopted the 19.2-ounce can to make some of their flagship beers more accessible. Their Golden Monkey Belgian-Style Tripel, known for its robust 9.5% ABV and fruity, spicy notes, is available in this larger format, ideal for convenience store shoppers looking for something a bit more substantial. With these tall cans, Victory has tapped into a growing trend of higher-ABV brews that cater to the on-the-go drinker.

Yuengling, America’s oldest brewery based in Pottsville, has also tested the waters with 19.2-ounce cans. Their Traditional Lager, a Pennsylvania staple, is now available in this format at select locations, offering fans a familiar choice that’s ideal for a quick drink at outdoor events, concerts, and sporting venues. With the flexibility of the 19.2-ounce can, Pennsylvania breweries are giving craft beer enthusiasts the perfect mix of quality, convenience, and value. (You can even find the Yuengling Lager in 24 oz cans at select venues like Citizens Bank and other baseball stadiums.)

New Trail Brewing is also a popular local Pennsylvania choice with their Broken Heels series of 19.2 oz cans. This includes Broken Heels (IPA), Double Broken Heels (Double IPA), and different flavored variants of Broken Heels like Tropical Broken Heels.

The Ever Evolving Craft Beer Landscape

As the craft beer landscape evolves, the rise of 19.2-ounce cans shows how breweries are listening to consumer demand for convenience and variety. This taller can size has become an ideal format for Pennsylvania breweries aiming to serve on-the-go craft beer fans, with options suited for quick trips to the park, a backyard BBQ, or catching a concert. These stovepipe cans deliver just the right amount of high-quality craft beer in a size that’s easy to carry and perfect for single-serve enjoyment.

With breweries like Troegs, Victory, and even Yuengling leading the way in Pennsylvania, the 19.2-ounce trend is reshaping how and where craft beer lovers can enjoy their favorite brews. For fans, it’s all about getting a great beer in a larger single-serve format that fits their active, mobile lifestyles. And for the breweries, it’s an opportunity to broaden their reach and meet customers where they already shop—at convenience stores, gas stations, and event venues.

Whether it’s an IPA, a Belgian-style ale, or a classic lager, these big cans are here to stay. As more Pennsylvania breweries explore this trend, craft beer fans can expect to see more of their favorite brews available in 19.2-ounce sizes, making it easier than ever to enjoy quality beer anywhere, anytime.

A Series of Craft Beer Articles

This is just one of several in a series of over arching ‘craft beer’ related articles. Several alone in a ‘flagship’ series. In the next few weeks there will be some more that come out as well. I would like to have this general level of different ‘craft beer articles’ that everyone can kind of jump to and read and use for informative purposes, and give a better understanding for the other articles on the site.

Some of these articles are about definitions (like “What is Craft Beer?“) and others are about Craft Breweries in general like the Top 50 Producing Craft Breweries, etc.

Articles on the History of Beer

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Unlocking Flavor and Branding: The Rise of 19.2-Ounce Craft Beer Cans

B. Kline — Thu, 14 Sep 2023 17:02:53 +0000

In the ever-evolving world of craft beer, innovation isn’t limited to what’s inside the can. Breweries across the globe are changing the game with 19.2-ounce cans, known as “Imperial pints” or “tallboys.” These larger-than-life cans are making waves in the industry for a myriad of reasons. In this article, we’ll explore why breweries are opting for 19.2-ounce cans and how they impact everything from branding to convenience.

Standing Out on the Shelf

Terrapin Brewing 19.2 oz cans on store shelves

In a sea of standard 12-ounce and 16-ounce cans, 19.2-ounce cans make an immediate impression. Their towering presence on store shelves demands attention. Craft breweries understand the importance of catching consumers’ eyes, and these distinctive cans do just that.

The 19.2 oz cans are especially visually more appealing in the small store fridges at gas station convenience stores like Sheetz, Rutters, WaWas, etc. In Central PA you can find a host of craft beers like New Trails’ Broken Heels and Double Broken Heels, Troegs’ Perpetual IPA and Sunshine Pilsner, and you can also find some AB InBev owned craft breweries beers like Goose Island’s Neon Beer Hug and Tropical Beer Hug; as well as some lower quality beers like Natty Daddy’s and the Steel Reserves.

Perceived Premium Quality

New Trails Broken Heels and Double Broken Heels in 19.2 oz Cans

Craft beer enthusiasts appreciate the finer details of their favorite brews. The larger size of 19.2-ounce cans can create a perception of premium quality. Craft breweries often use these cans to signal that their beer is something special, worthy of the discerning palate.

There is a growing trend of using the 19.2 oz cans for shelf space too for craft breweries and how this sets them apart and adds to the prestige of the cans. Why get a 16 oz can when you can get a 19.2 oz can for just a little bit more. The can size isn’t done by all breweries – so those who do use the 19.2 oz cans – it gives them more visibility, more perceived notoriety, and it looks as if their a bigger, more established brewery due to all of the choices they offer.

A Canvas for Branding and Artwork

Ever Grain Brewing recently rebranded some of their cans artwork and also added 19.2 oz cans of Joose Juicy

Craft beer is as much about the story and art on the can as it is about what’s inside. The extra real estate on a 19.2-ounce can allows breweries to showcase their branding, tell their unique story, and captivate consumers with stunning label designs. It’s a marketing opportunity that’s too good to pass up.

To read more about how Ever Grain Brewing Company revamped some of their cans artwork and also started selling Joose Juicy in 19.2 oz cans, check out this article: New Look? New Can? Who Dis?

Serving Flexibility

Perpetual IPA in 19.2 oz can

Some beer styles, particularly those with higher alcohol content, benefit from larger serving sizes. The 19.2-ounce cans provide the perfect middle ground. They allow brewers to package stronger beers without pushing the alcohol content too far for a single serving.

Troegs Independent Craft Brewing offer three of their flagship beers in the 19.2 oz cans: Perpetual IPA, Sunshine Pilsner, and the Troegenator. Perpetual IPA is a 7.5% ABV, Sunshine Pilsner is a 5.3% ABV, and Troegenator is a 8.2% ABV.

Convenience on the Go

Craft beer is meant to be enjoyed anywhere, from picnics to outdoor festivals. The 19.2-ounce cans strike a balance between portability and quantity. They’re the ideal choice for those moments when a 12-ounce can just won’t cut it, but a full 22-ounce bomber feels excessive.

At the Hershey Park Stadium for concerts, as well as at the Hollywood Casino concert series in Grantville – the 19.2 oz cans of Sunshine Pilsner and Perpetual IPA are amongst their best sellers.

A Responsible Choice

Lauganitas Maximus

Beyond convenience, 19.2-ounce cans offer environmental benefits. They’re lighter than glass bottles, reducing transportation costs and carbon footprints. Craft breweries often emphasize sustainability, and these cans align with those principles.

19.2 oz cans can also help save on packaging, space, and for some drinkers limits them to less drinking. Rather than drinking two beers (either 12 oz or 16 oz – which would be 24 ounces or 32 ounces in total) they might drink just one of these ‘stovepipes’ and thus only drink 19.2 ounces rather than drinking more.

Even some smaller craft breweries are offering this as their to go canned beer rather than crowlers or the glass growlers.

Conclusion and Summary

In conclusion, 19.2-ounce craft beer cans are changing the game in the industry. They help breweries stand out, convey premium quality, offer branding opportunities, provide serving flexibility, and cater to consumers’ on-the-go needs. Moreover, they align with sustainability goals, making them a responsible choice for both brewers and beer enthusiasts. So, the next time you’re browsing the craft beer section, keep an eye out for these tallboys – they might just contain your new favorite brew.

Remember to sip responsibly and savor every drop of the craft beer experience, now available in a can that’s as unique as the brew inside.

Cheers to innovation in craft beer!

A Series of Craft Beer Articles

Some of these articles are about definitions (like “What is Craft Beer?“) and others are about Craft Breweries in general like the Top 50 Producing Craft Breweries, etc.

Thank You For Reading

If you like this article, please check out our other many articles, including news, beer reviews, travelogues, maps, and much much more. We greatly appreciate everyone visiting the site!

Cheers.

MAPS OF BREWERIES

You can check out our different directories here: Beer Reviews, Hike Reviews, Book Reviews, Brewery News, Brewery Openings, Brewer Interviews, and Travelogues.

The Beer Thrillers on LinkTree can be found here: The Beer Thrillers LinkTree.

The Beer Thrillers are a blog that prides itself on writing beer reviews, brewery reviews, travelogues, news (especially local to the Central PA brewery scene), as well as covering other topics of our interests – such as hiking, literature and books, board games, and video games which we sometimes stream with our friends over at Knights of Nostalgia. We are currently listed as #7 on FeedSpot’s “Top 100 Beer Blogs” and #8 on FeedSpot’s “Top 40 Pennsylvania Blogs”. (As of January 2023.) Thank you for reading our site today, please subscribe, follow, and bookmark. Please reach out to us if you are interested in working together. If you would like to donate to the blog you can here: Donate to The Beer Thrillers. Thank you!

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