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.

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.”

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

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.

• The Battle of the Breweries (2023) Winner Is
• Top 50 Overall Brewing Companies in the United States (2023)
• Top 50 Craft Brewing Companies in the United States (2023)
• What is Craft Beer?
• I’ve Missed Drinking (A Look at Non Alcoholic Beers)
• The Rise of Non-Alcoholic Beer: A Guide to the Best Non Alcoholic Brews
• Best Non-Alcoholic Beers For 2021
• Craft Beer 101: Your Guide to the World of Small – Batch Brewing
• How to Build Your Own Homebrew: A Comprehensive Guide for Craft Beer Enthusiasts
• Brewing a Traditional Lithuanian Farmhouse Beer – Keptinis
• Human Robot – Milko Pour – A Look at Milk Pours
• Hemp and Beer – Happy 4:20 Day
• Sipping on Tradition: A Guide to Craft Beer Flagship Beers
• Discovering the Best Independent Breweries with Beer Drop Craft Beer Subscription Service
• Breaking Down the Buzz: The Health Benefits of Craft Beer
• Craft Beer Styles: Exploring the Wide World of Flavor
• May the Fourth Be With You (2023) – Star Wars and Craft Beer
• Zelda and Craft Beer
• From Philly to Pittsburgh: Pennsylvania’s Top Craft Breweries You Must Visit
• Craft Beer Styles: Exploring the Wide World of Flavor
• How Does Beer Affect Studying? Understanding the Impact of Alcohol on Academic Performance
• The Rise of Hazy IPAs: Exploring the Juicy Trend in Craft Beer
• Unlocking Flavor and Branding: The Rise of 19.2-Ounce Craft Beer Cans
• Craft Beer Hot Toddies
• Raising the Stakes: Gambling and Alcohol Correlation
• Top Popular Beer Brands
• Embark on a Culinary Adventure: Cooking and Craft Beer
• Philosophy and Craft Beer: A Confluence of Thought and Taste
• Craft Beer Meets Keto
• Unraveling the Brews: The Distinctive Worlds of Lager and Bock
• What is Bock Beer? Exploring the Bock Beer Style: A Journey from Einbeck to Munich
• What is Lager Beer? Exploring the World’s Most Popular Beer Style
• Information on Milko Pours
• The Rise of Craft Lagers in Pennsylvania Brewing
• The Craft Beer Conundrum: Navigating the Troubled Waters of the Craft Beer Industry
• Mastering the Art of Craft Beer Tasting: Your Ultimate Guide to Flavor and Aroma – How to Describe Beer Like a Pro
• How Much Sugar is in an IPA? A Deep Dive into the Sugar Content of India Pale Ales
• How Much Sugar Is in IPA Beer? A Full Comparison with Other Beer Types
• Why 19.2-Ounce Cans Are Becoming the New Craft Beer Staple

Articles on the History of Beer

• The Rich History of Beer in Pennsylvania: From Colonial Times to the Craft Beer Revolution
• Hops, History, and Innovation: The Fascinating Tale of the IPA
• The Rise of Craft Lagers in Pennsylvania Brewing
• What is a Lager? Exploring the World’s Most Popular Beer Style
• East Meets West – The Duel of the IPAs: West Coast vs. New England Styles
• Exploring the Bock Beer Style – From Einbeck to Munich
• Unraveling the Brews – The Distinctive Styles and Differences of Lagers and Bocks
• The Lifespan of your IPA – Freshness Counts with Craft Beer
• Unleashing the History of Flying Dog Brewery
• Beer and Philosophy 101 – A Crash Course in Beer and Philosophy (A Confluence of Thought and Taste)
• Unearthing the History of Harrisburg Brewing: From Barnitz to Troegs
• Should We Shrink the Pint? A Study Suggests Smaller Beer Serves Could Improve Public Health

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