Crown supplies cans to Sprecher Brewing
Sprecher Brewing is the latest US craft brewer to start packaging its beer in cans.
The Wisconsin based brewery is now packaging two of its most popular varieties in metal cans supplied by Crown Beverage Packaging North America. Both Sprecher’s Special Amber and Root Beer are being sold in 12oz beverage cans.
The move to metal packaging has allowed Sprecher to reach key customer targets and has resulted in a clear growth in sales since the initial launch.
Since Sprecher had no prior experience designing graphics for metal, Crown provided strategic advice both in terms of colour and imagery. The cans are being manufactured at Crown’s LaCrosse, Wisconsin facility. This has provided Sprecher with the opportunity to support the local economy and reduce its environmental footprint by sourcing cans from nearby.
The new packaging format also celebrates the 25th anniversary of state tourism company Discover Wisconsin, as the Special Amber can features a unique design that incorporates the organisation’s logo. Nine thousand cases of the commemorative can were distributed throughout the state at the start of the summer of 2012, making it the single largest distribution of a craft beer in cans in Wisconsin at one time.
“I’m pleased to say our relationship with Crown has really been a partnership,” says Jeff Hamilton, president of Sprecher Brewing. “Crown played a critical role for us from the early stages of transition all the way to launch. But more importantly, they understand our needs as a craft brewery and have provided us with flexibility when it comes to order sizes.”
