Craft Beer Cans are the New Sneakers, the New Baseball Cards, the New 180-Gram Records
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- 3 min
Readers and personal acquaintances know that I’ve generally been supportive of the craft beer movement that has exploded over the years. After all, craft breweries provide an ideal destination after a long bike ride.
One of the more puzzling aspects of this movement is the obsession with cans. Many craft breweries have been canning beer for a while now, and while I certainly appreciate that this allows breweries to offer their beers beyond their own taprooms and a few nearby bars, there’s a bothersome subculture that has emerged to buy cases-upon-cases of these cans to trade them with other beer aficionados. This was on display yesterday at LIC Beer Project, in Long Island City.
The brewery released cans of their Pile of Crowns IPA on a rainy Saturday, beginning at noon, and by one account, they sold out within a half hour.
Although I wasn’t set on buying cans, I was disappointed to find out they were out of Pile of Crowns IPA. Except they weren’t out of this beer at all! They were serving it on tap, for on-premises consumption and for take-home growler fills. You bet that I got a pint.
Having savored the tasty, fruity, juicy beer, I wondered about the hype behind the craft beer cans. No doubt, the can artwork is one of my favorite aspects of these cans. Because they print on a wrap-around label, rather than on the can itself, the artwork adorning the can is more akin to a poster or an album cover than the bland labels or printed cans we’ve seen forever.
However, these can releases and the euphoria surrounding them seem to be a way of introducing scarcity to the craft beer movement. Buying a can of craft beer is getting a precious object that you can trade like a valuable commodity. It reminds of those subcultures that buy and trade sneakers, limited-edition 180-gram vinyl records, or, going back to my youth, baseball cards. While there’s nothing precious about having someone spill some beer into your glass or growler, there’s an authenticity to that exchange. In essence, you’re buying the beer for the beer, as if you’re buying a record for the music or the baseball card because you’re a fan of the player. Being a collector is not necessarily the same as being a fanatic.
I fear that these limited can releases will only hasten the decline of the movement into a consolidated industry with fewer choices than we have now. As I’ve said before, the wonderful thing about craft beer right now is that there’s so much of it. The scarcity of cans suggests that we’re interested in less great beer, not more of it.