Facing stiff competition in the market, breweries need to find ways to stand out from the crowd and attract consumers. One way to do this is by adding 12-pack cartons in retail chains. Often consumers are looking for a quick and easy sale and breweries can increase the visibility of a brand.
When consumers walk down the beer aisle, they are often overwhelmed by the number of choices available. By using 12-pack cartons with eye-catching designs and branding, breweries can stand out from the crowd and attract the attention of potential customers.
“Being able to expand our offering formats is a great way to keep the product exciting,” said Kristen Muraro, Ska Brewing‘s Marketing Director.
The Durango, Colorado brewery announced in March the release of its seasonal Mexican Logger brand in 12 packs this year.
Highly decorated and enjoying a cult-followed, Mexican Logger first debuted on draft in 1999. In 2011 it became one of, if not the first American craft lagers to hit a can. Now, for the first time, fans have been able to buy it in a larger to-go format.
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“Our fans have requested it for years,” Muraro said. “We are always looking for ways to keep our brands fresh and exciting. Mexican Logger is a long-time beloved staple in our portfolio.”
Ska upgraded its packaging line with some new state-of-the-art equipment and transitioned to new paperboard can collars.
“This process allowed us to incorporate a new piece of equipment for 12 packs,” Muraro said. “They are no longer packed by hand.”
This isn’t the company’s first foray into 12 packs, but it shows an increased dedication by breweries to invest in the format as a viable sales solution that can be picked up by retail chains.
Ska will continue with a seasonal mixed 12-packs, called Hoptions, and Muraro said they will be adding its new Ska Lager to the 12-pack family as well.
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