Traverse City Record-Eagle


April 17, 2013

Canned craft beer? Can do


About 25 companies have expressed interest so far, Richards said. the original business plan called for purchasing a second truck in 14 to 16 months, but they now expect to be placing an order by the end of this year. They’ll warehouse cans at Richards’ pole barn in Elk Rapids to start and they expect they’ll eventually need a second warehouse, probably in Grand Rapids.

“Everyone has said it’s not a matter of when we’re going to use you, it’s a matter of how much,” Richards said. “And it’s not just breweries. We’ve had a great response from meaderies and cideries. And there are so many applications … some coffee roasters downstate want to put an iced coffee into a can. Any liquid … would be applicable, especially in small batches.”

Right Brain plans to can three varieties and already has label approval for two: Willpower pale ale, Hawk Owl Amber Ale and CEO Stout, offering them in 16-oz. four-packs. As of June 1, Springsteen said, the company’s products will be available in about 80 percent of the Lower Peninsula. Having cans will only enhance distribution.

“Especially in northern Michigan, cans get me to the golf course, they get me to the beach, they get me to the woods,” Springsteen said. “They are lighter and less expensive on freight, they cool down faster, there’s no chance of oxidation or light penetration. They’re a pretty superior package.

“I’m totally, very excited,” he said.



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