The ideal diameter for beer cans falls in the range of 2.5 to 2.75 inches, or 63.5 to 70 millimeters, although 2.6 inches is a standard diameter for the regular 12-ounce can. This size provides an optimal balance of packaging efficiency and consumer convenience, which is why it is used by over 80% of beer manufacturers globally. This size has been preferred, according to industry reports, because it is compatible with the high-speed filling lines that breweries rely on for mass production.
For instance, most of the big brands in beers, such as Budweiser, Heineken, and Corona, all use this standard diameter size of 2.6 inches for cans. This size allows ease of handling, effective stacking, and efficient distribution, reducing shipping and storage costs. Since one of the largest expenses for any beer manufacturer is production costs, it is cost-effective with the 2.6-inch diameter, where minimum material is used to maintain strength and durability.
But with the continued growth in the craft beer market, breweries have started to experiment with slightly larger diameters. A good example of this is the 16-ounce can that has become so popular in the craft beer part of the market; it measures about 2.75 inches in diameter. Sierra Nevada and Dogfish Head have both launched this size to provide a more substantial serving for consumers and to further differentiate their products from mass-market brands. Studies show that 25% of craft breweries now use 16-ounce cans, marking a significant trend to hit the marketplace.
“The best packaging design is the one in harmony with the product and target audience,” said branding expert Marty Neumeier. And for craft breweries, the larger diameter does mean a better opportunity to communicate how premium their products are and class themselves as superior to mainstream beers.
All of this will, therefore, create a need for compromise: branding and the costs of production and what consumers require or believe they need. If there’s one size-the standard 2.6-inch diameter, then the most preferred 2.75-inch-a brewery has, each would maximize product freshness and shelf life with regard to the consumers’ experiences. For more about different beer can sizes, such as other diameters, visit beer can diameter.