AT THE BARS of the United Centre, a sports activities area on the close to west aspect of Chicago, the default drink out there is Modelo, a Mexican lager that in Might turned America’s best-selling beer. However a preferred various is a craft beer offered in cans from a fridge behind the bar, known as “Tropical Beer Hug”. Adorned with an image of a cartoon bear carrying sun shades, the advertising and marketing is memorable. However to your British correspondent, the extra hanging half is the scale of the cans. Every one accommodates 19.2 US customary fluid ounces of beer. That’s 568ml in metric measures. However extra importantly, it’s 20 Imperial fluid ounces, identified in Britain, Eire and some different former British territories as “one pint”.
Up to now 5 years or so, the 19.2oz can of beer has soared in recognition throughout America. In response to information analysed by Molson Coors, a giant brewing agency, pint cans now make up 92% of craft beers offered in particular person cans in comfort shops, up from lower than 10% six years in the past. Although most beer offered in outlets continues to be in 12oz six-packs, and in 16oz measures (an American “pint”) in bars, the true British pint has crowded out different heftier-sized brews, at the least on the subject of craft beers. Moreover comfort shops, the format is changing into ubiquitous at America’s music festivals, sports activities occasions and different locations the place prospects have to choose up a drink and carry it round.
Why would People be turning to correct pints? T.J. Annerino of Goose Island, the Chicago-based craft brewery that sells the Tropical Beer Hug, says that the preliminary motivation got here from comfort shops. However demand has been “phenomenal”. He speculates that 19.2oz sells as a result of it’s giant sufficient that drinkers don’t have to return to the bar (or fridge) too quickly, with out being so giant as to get heat and rancid in a single’s hand. Therefore the success at gigs and sports activities occasions. Andrew McGuire of Molson Coors argues that the scale is right for individuals who wish to attempt a brand new beer alongside a well-recognized six-pack. Many new canning machines have a tendency to incorporate the scale as a default, which implies it’s straightforward for brewers to provide with out further value.
Beer-industry varieties usually refuse to confess any direct inspiration from British measures. “19.2oz cans are broadly in style inside the USA, and have been for some time,” sniffs Melody Gregson, at American Canning, which sells each tins and the machines to fill them. None calls the measure a pint; some insist on calling it a “stovepipe”. However maybe they simply have to drink just a few. As James Joyce, a novelist, as soon as wrote, “the sacred pint alone can unbind the tongue.” Chin chin.■
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