Once associated with the "crummy beer your dad drinks," the humble aluminum can has seen a renaissance within the craft beer industry as a thirsty new generation of drinkers across the globe give it another look.
The canned craft beer trend started in the United States and is now spreading to Europe, Asia and South America. The cans found favor within the "hipster" subculture before recently landing in a prominent place in mainstream supermarkets and grocery stores.
"It's starting to spread around the world," Peter Love, third-generation CEO of Canada-based Cask Brewing Systems, said in a phone interview.
Love's company, which offers canning systems to small and medium-sized craft breweries, has customers in 34 countries including Australia, Croatia, Belgium, India, Chile, Peru, Bhutan and even in Norway's Svalbard islands just 800 miles from the North Pole.
"There's been a perception of 'Well, my dad drinks canned beer' ... and it's taken a while to get over that," Love said, adding that millennials have now embraced the style of packaging due to the generation being big on the kind of "sustainability" the product offers.