The cans utilize Ball’s 33-centiliter standard format, which is a popular choice amongst many craft brewers. Unlike other brands, Brouwerij Homeland Amsterdam has chosen to leave the 360-degree can canvas blank, creating a strong, stand out design. The minimalist cans feature no printing or messaging, other than the name, date and alcohol percentage on the bottom of the can.
This type of innovative and design-led packaging is important within the craft beer industry, as the beers are primarily brewed for taste rather than volume and result in unique products that deserve equally unique designs. Craft beer is a booming industry as consumers are increasingly demanding more authenticity, choice and flavor options. What’s more, cans are also becoming increasingly popular for brewers, as they provide easier recycling opportunities than glass and are easier and cheaper to ship due to their light weight. Bart Maes, Director of Brouwerij Homeland Amsterdam comments: “Ball has been fantastic in helping to support us in the journey from kegs to cans. We chose the canning option as we believe this provides the best solution and protection for our products. We believe that the beer maintains that great fresh taste for longer as the cans seal better without any light being able to reach the beverage. The use of cans also helps us to become more environmentally friendly as they recycle better and transport easier in comparison to bottles.”
Veronique Stephan, VP Commercial for Ball adds: “Ball’s clientele of craft brewers is ever increasing and we are committed to helping each brewer bring their brand ethos to life. The can format was previously, relatively underused within the category, but following a surge in popularity, there is now an increasing demand for the beverage can. As many craft brewers are new to the canning industry, Ball is able to provide customers with comprehensive guidance from design right through to production.”
The cans are now available in supermarkets, bars, restaurants and hotels in The Netherlands.