Schlafly Beer plans to release its first 12-pack beer offering of 16-ounce cans this month launching a 12-pack of its popular White Lager beer in 16-ounce cans across its distribution with an initial roll-out in Missouri and Illinois. The suggested retail price for the 12-pack is $14.99–the line price of the brewery’s 12-ounce, 12-pack offerings.
“The consumer is essentially getting four beers free,” Founding Brewer Stephen Hale explains. “Our White Lager is extremely sessionable, and we’ve seen a great response from the craft beer enthusiast to the craft beer novice. With its high drinkability and mass appeal, it made sense to roll out a larger-format offering of White Lager in cans.”
Big cans continue to gain appeal. According to Nielsen VP of Beverage Alcohol Practice, Danelle Kosmal16-ounce, 12-packs were up 60% in dollars in the craft segment, for the 52 weeks to 09/09 in Nielsen. Schlafly Beer re-entered the craft can market this April with 16-ounce cans of White Lager, Kölsch and Expo IPA beers, mostly for on-premise. Throughout the year, Schlafly Beer expanded into off-premise via single serve offerings.
Hale explains more, “Our single-serve, 16-ounce cans significantly helped with breaking into the C-store segment, and we expect the 12-pack offering to have the same results in smaller liquor stores and large regional grocery chains.” All canning and packaging takes place at Schlafly Beer’s Bottleworks facility.