Six-Packs Of 12-Ounce Beers Begin Their Comeback

Forgive me, craft breweries of the world, for expressing a pet peeve: beers sold exclusively in 16-ounce cans in a four-pack. Whatever happened to 12-ounce cans or bottles — the norm for past decades — in a six-pack of beer?

Unfortunately, the craft-brewery explosion resulted in a demise of 12-ounce beers in a six-pack. My gripe is that I often don’t want to drink such a large quantity — 16 ounces — of each beer I consume, and a 16-ounce beer loses its chill before drinking all of it.

But, thankfully, there are signs that maybe things are reverting to the old packaging ways. Maine’s Allagash Brewing Company recently converted its Allagash Tripel from a four-pack of bottles to a six-pack, and the brewery’s North Sky stout was made available in six-packs of 12-ounce bottles, as well as four-packs of 16-ounce cans.

A major reason why Allagash made the packaging change for Tripel, which won a gold medal at this year’s World Beer Cup, “was the shareability of a six-pack of bottles,” says Naomi Neville, Allagash’s sales director. “We’ve found that, with four-packs of 12-ounce bottles of Tripel, people tended to buy those formats and save them for themselves. But we’ve always thought of Tripel as a beer for sharing with friends, whether it’s at an informal gathering or a special occasion. We also think Tripel is a really beautiful beer for pairing with oysters and other foods.”

Any why put North Sky in 12-ounce bottles in six-packs?

We’ve had solid success with North Sky in four-packs of 16-ounce cans,” Neville says, “so we wanted to expand the occasions for our fans to purchase that beer by putting it into six-packs of 12-ounce bottles.”

One other beer, Allagash White, which won its fifth gold medal this month at the Great American Beer Festival, can be bought in six-packs of 12-ounce bottles or cans, or in 12-packs of 12-ounce cans. In August, Allagash released a new IPA called Hop Reach and announced it would be available in January 2023 in four-packs of 16-ounce cans, six-packs of 12-ounce cans and 12-packs of 12-ounce cans.

Might all Allagash’s beers be available in six-packs of 12-ounce cans or bottles in the not-too-distant future?

Not necessarily,” Neville responds. “We look at each beer, its demand and opportunity for growth, and then we will make a judgment based on which format we think serves it best.”

Different regions of the country prefer different package and beer sizes, she says. “We’ve found that having the option of providing a six-pack in one region and a four-pack in others has worked best,” Neville explains.

Some beer drinkers “like — and some occasions call for — fewer beers with more in each can,” she says. “Think of a concert venue or a ballpark. On other occasions, people might want more beers with less in each can — at barbecues or house parties, for example.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Previous post What Economic Slowdown? The Airline Industry Isn’t Seeing It
Next post Los Cabos, Mexico Hits Record Tourism Numbers—Here’s Why