So – I’m not sure if you’ve heard, but there’s this weird little fad that seems to be taking root in the craft beer scene whereby brewers are putting their beer in cans. I know, its bizarre. I’m skeptical, but hell – why not join the party? We’re pretty pumped to announce our partnering with Foolproof Brewing in Pawtucket, Rhode Island to bring our two flagship brews to your respective taste holes in 16oz cans.
And I believe I speak for our fans and the Backlash team as a whole when I ask, emphatically – WHAT THE HELL TOOK SO LONG?!
See, there’s the thing – when you don’t own the facility where you make your beer, you’re sort of at the mercy of whatever packaging equipment is available to you. So it’s been a long process in finding the right partner that could help us turn the corner. And seriously, it’s about time. We announced the move to smaller format in early 2015 and haven’t put Groundswell or Ricochet into any sort of package outside of draft since. The idea was to let the 22oz format stuff clear off the shelves before we launched something else, but the effect was that we’ve had very little shelf presence outside of our limited release stuff. It’s been frustrating for anyone who’s wanted to find some Groundswell to take home, or haven’t been able to find Ricochet on draft. Only having these two styles in draft packaging also introduces a host of logistical issues when you’re at our scale, but I won’t bore you with that shit. Suffice it to say, I’m very very happy to no longer be draft-only with these – which is a questionable strategy with your flagship beers to say the least.
So, digging into specifics – it looks like we’ll be ready to rock in about 2 months, conservatively. We’ve received TTB approval on our labels, which is one of the bigger road blocks in this process. From here on out it’s just a matter of getting the cans sourced/delivered/and brewing some delicious beer.
This is a huge step for us – and I know it’s not a big deal given the massive tectonic shift towards cans in the market, but we’re still thrilled to join in on the fun.
We’ll keep you posted!