Veronique Stephan, vice president sales and marketing, Ball Beverage Packaging Europe, says that craft beer packaging is a small but very fast-growing segment for the company.
She points to the uptake of craft beer cans in the US; and also across the Atlantic in the UK in Europe.
One advantage of the can is that it can offer brands a lot of marketing space for brands to present themselves – “which is exactly what craft beer wants” – says Stephan.
“Cans offer a lot of printed space on the can, so you can play and really articulate your brand,” she says.
She also believes cans are appealing to young people: a group that craft brewers may want to approach.
Stephan was speaking to BeverageDaily at Brau Beviale in Nuremberg, Germany, last month.