Thursday’s ad is for Narragansett, from 1950. The black and white ad shows a woman staring back at the viewer, with a baseball game on the television behind her. The scene on television almost looks the same as the billboard from yesterday, with a player sliding into home. The ad also uses their famous “Hi, Neighbor! Have a ‘Gansett” tagline.
Today’s beer film is a short break from featuring the Michael Jackson Beer Hunter series, which will conclude tomorrow. Because it’s April 1, our video today is one from my friend and colleague Marty Jones about Cask Brewing Systems — the Canadian company that started microcanning — and their latest innovation: the Self-Refilling Beer Can (SRBC). According to the press release, “The SRBC is a unique Cask invention that enables consumers to refill empty beer cans with the beer that was originally packaged in the SRBC.”
More from the press release:
The can has the potential to significantly change the canned craft beer segment.
“We’ve been providing innovative equipment to craft brewers since the 1980s,” says Cask president and founder Peter Love. “We’ve also been helping craft canners since 2002. But this may be the most innovative thing we’ve ever done.”
“For years,” Love says, “we’ve touted the fact that aluminum cans are infinitely recyclable. Now we can say they are infinitely refillable.”
The can was developed at Cask’s brewing research laboratory with the help of Professor Phelyx, a Denver, Colorado microcanning scientist.
“This can has incredible benefits for craft brewers,” Phelyx says. “The Self-Refilling Beer Can allows breweries to increase their beer production without
having to actually produce more beer.”
To create the SRBC, Phelyx and Cask experts first created a unique resealing mechanism called the Lid Occlusion Lock (LOL) that reseals an opened can when the consumer gently rubs the can’s opening with their finger.
Once the lid is resealed, the beer drinker then lightly shakes the can to activate the In-Can Brewing System (ICBS) that then “rebrews” the original beer that was packaged in the can.
“Perfecting the ICBS was the crucial step in creating the Self-Refilling Beer Can,” Phelyx notes. “Once we were able to make that work, the Self-Refilling Beer Can went from a dream to a reality.”
In addition to providing a lifetime of craft beer to consumers, the SRBC has other benefits.
“It will quickly shrink the packaging costs for our customers,” says Cask’s Jamie Gordon, “and eliminate any waste from dented cans prior to filling. It could eliminate the need for beer can recycling, too.”
The initial response from retailers to the SRBC has not been favorable. “The lost sales alone would be devastating to my industry,” says Ron Vaughn, of Denver, Colorado’s Argonaut Wine & Liquor. “We don’t want to see it in the market.”
To address these concerns, Cask is developing a royalty system that will compensate retailers for any losses from the SRBC.
Cask officials are releasing the first samples of the SRBC to the craft brewing industry on Tuesday, April 1.
Cask officials are not divulging the price of the cans.
Cask Brewing Systems invented the beer industry’s first microcanning equipment in 2002. Cask now supplies a range of affordable, compact, high-performance canning systems to small-scale breweries and packagers worldwide.
Cask has installed over 300 canning lines in 20 countries, and is the official supplier of Ball Corporation printed aluminum cans for its Cask customers.
The pilsner style, with it’s brilliant golden color, was first brewed in the Bohemian town of Plzen in 1842. Pilsner Urquell started a revolution in brewing and it became the most widely copied type of beer, quickly transforming it into the most popular beer style in the world.
After over 170 years making just one beer, Plzeňský Prazdroj decided it was time to do something different and today are launching PilsNOIR Urquell, a totally new black pilsner. Made with the same Moravian barley and their signature Czech Saaz hops along with the naturally soft local water that’s made Pilsner Urquell to make one of the finest beers in the world, it’s sure to start another revolution.
Just kidding. Mark Dredge, who’s been doing some work for Pilsner Urquell in England, sent me this mock-up spoof the brewery created just to have a little fun. No matter which beer you choose to drink today, remember to have yourself a little fun. The real copy should read:
“We’ve been making the same beer in the same way for 172 years. Why change now. Even on April Fools Day.”
Monday’s ad is for Rheingold Beer, from 1942. With the opening day of the 2014 baseball season taking place for most teams today (not including the boondoggle to Australia and one game yesterday) I thought this week I’d feature ads with a baseball theme. Today’s ad features Leo “The Lip” Durocher, who at this time was the manager of the Brooklyn Dodgers.
The Brewers Association has also just announced the top 50 breweries in the U.S. based on sales, by volume, for 2013. This includes all breweries, regardless of size or other parameters. Here is the new list:
Here is this year’s press release.
Not too much movement again this year, except for a few small shufflings, and no changes at all in the top ten. Only three new breweries made the list; Ballast Point, Narragansett (which had been on the year before in 2011) and Left Hand Brewing.
For the past six years, I’ve also posted an annotated list, showing the changes in each brewery’s rank from year to year. This year, the BA thoughtfully has already done that, saving me a lot of time and math. If you want to see the previous annotated lists for comparison, here is 2012, 2011, 2010, 2009, 2008, 2007 and 2006.
The Brewers Association just announced the top 50 craft breweries in the U.S. based on sales, by volume, for 2013, which is listed below here. For the seventh year, they’ve also released a list of the top 50 breweries, which includes all breweries. Here is this year’s craft brewery list:
Three breweries are new to this year’s Top 50 Craft Breweries list; Sixpoint Brewing, Gordon Biersch (the production brewery, not the brewpubs) and 21st Amendment Brewery & Restaurant. Here is this year’s press release. For the past six years, I’ve also posted an annotated list, showing the changes in each brewery’s rank from year to year. This year, the BA thoughtfully has already done that, saving me a lot of time and math.
Today’s beer film is the fifth of Michael Jackson’s six-part series, The Beer Hunter, that he did for Channel 4 (UK) and the Discovery Channel here in 1989. Since last Thursday was the birthday of Michael Jackson, it seemed like a good time to pull out the classics. Episode 5 is Burgundies of Belgium.