US-based craft brewery Hilliard's Beer has introduced new packaging for its pale ale beer, 'The 12th Can', produced by Crown Beverage Packaging.
The new can was designed and developed to reflect the colours of professional football team the Seattle Seahawks following its participation in the Super Bowl. Hilliard's pale ale beer will be sold in 12 packs of 16oz cans in grocery stores in the Pacific Northwest.
Crown Beverage Packaging North America craft brand manager Brian Thiel said that bottled drinks are often prohibited at major sporting events.
"Cans do not face such prohibitions, however, as they are 100% and infinitely recyclable, so fans can enjoy their favourite beer at a game while rooting for their teams and still being environmentally responsible," he added.
"Enjoying a cold beer before or during a game is a long-standing tradition for sports enthusiasts, and it's only logical that fans would value package designs that reference their local teams."
Crown has found that creative packaging designs are a better means to help local craft breweries expand their product portfolios ahead of major sporting events.
Hilliard's Beer focuses on canned brews as over 70% of its national beer sales come from sporting places other than restaurants and bars.
Image: Hilliard's is offering its pale ale beers in 12 packs of 16oz cans. Photo: courtesy of Crown Holdings, Inc.