Craft beer lovers have more choices for packaging and freshness than ever before. The emergence of the “crowler” — a 32-ounce, resealable aluminum can — has brought a new level of convenience and quality to beer to-go options. Breweries, distributors, and consumers all benefit when they choose crowlers over traditional growlers or bottles.
This guide explains everything you need to know about crowlers, from their origin to their advantages, and shows how labeling machine can elevate your brewery’s brand and production process.
The Evolution of Beer Packaging
Brewing traditions have adapted to consumer needs over time. Breweries first offered beer in barrels and kegs. The glass bottle emerged as a portable solution, and aluminum cans added lightweight convenience and strong protection. Growlers, invented in the 19th century, allowed patrons to carry beer home in large glass jugs. However, glass growlers have drawbacks:
- Sealing Issues: Glass caps sometimes fail, and oxygen seeps in.
- Portability Concerns: Glass bottles can break, causing hazards.
- Storage Size: A standard growler holds 64 ounces and can dominate fridge space.
To address these issues, breweries developed smaller, refillable containers (often called “howlers”) and experimented with alternative materials. In 2015, Oskar Blues Brewery partnered with Ball Corporation to introduce the crowler, reshaping how breweries package and sell draft beer.
What Is a Crowler?
A crowler is a single-use, 32-ounce aluminum can that breweries fill on demand and then seal with an airtight lid. Unlike a traditional growler, which holds 64 ounces and often uses a screw-on or clamp top, the crowler uses a canning machine to apply a permanent, leak-proof seal. The aluminum body blocks sunlight and seals in carbonation, ensuring that the beer tastes as fresh at home as it did on tap.
Breweries introduced crowlers to solve common growler problems—flat beer, broken glass, and bulky storage. Beer lovers pour their favorite draft beers into a crowler, cap it, and head home with a portable, recyclable container.
Main Benefits of Crowlers
Breweries and beer drinkers gain multiple advantages when they choose crowlers.
- Aluminum blocks harmful UV rays that can produce off-flavors.
- Airtight seals lock in carbonation, ensuring lively bubbles on opening.
- Aluminum cans cannot shatter, making crowlers safer for transport.
- The 32-ounce size balances quantity and storage convenience.
- Ample label area allows breweries to tell their story and highlight key beer details.
- Aluminum is infinitely recyclable, supporting eco-friendly initiatives.
- Single-use containers simplify sanitation and compliance compared to refillable growlers.
Why Breweries Choose Crowlers?
Breweries select Crowlers for several reasons.
| Feature | Crowler (32 oz) | Growler (64 oz) |
|---|---|---|
| Material | Aluminum can | Glass or stainless steel jug |
| Seal | Hermetic, can-seaming seal | Screw-cap, swing top, or gasket top |
| Light Protection | Complete UV blockage | Partial (amber glass) |
| Carbonation Retention | Excellent | Variable; often loses fizz |
| Portability | High (lightweight and unbreakable) | Moderate (heavy, breakable) |
| Storage Space | Compact (fits most fridges easily) | Bulky (requires more space) |
| Reusability | Single-use, fully recyclable | Reusable (requires cleaning) |
| Branding Surface | Wrap-around can for full 360° design | Limited to flat label areas |
Why Labeling Matters for Crowlers?
Labels serve two main purposes:
- Communication of Information: Breweries use labels to display beer name, style, ABV, ingredients, and tasting notes. Customers make choices based on these facts. Clear labels reduce confusion and support compliance with local regulations.
- Brand Storytelling: Labels build emotional connections. They tell the brewery’s story, highlight collaborations, and showcase seasonal or limited-edition beers. Unique artwork draws attention on crowded shelves.
Well-designed labels encourage repeat purchases. Labels that resist moisture, adhesion failures, and abrasion maintain brand image. Proper labeling translates to consistent customer experiences and increased sales.
Label and Packaging: Craft Beer’s Secret Weapon
Labels and packaging serve as the first point of contact between the beer and the consumer. Breweries rely on strong visual identity to stand out on shelves and draft walls. Crowler cans offer more than two times the label area of a standard 12-ounce can. This space allows for:
- Detailed Flavor Notes: Brewers can include descriptions of hops, malts, and yeast.
- Brand Storytelling: Breweries can emphasize heritage, mission, and seasonal themes.
- Regulatory Information: ABV, IBUs, allergens, and legal barcodes fit neatly on a larger canvas.
Comparing Label Types
| Label Type | Coverage | Durability | Cost per Unit | Best Use Case |
|---|---|---|---|---|
| Pressure-Sensitive Label | Partial or full wrap | Good for dry environments | Low to Medium | Quick-turn, small batches |
| Shrink Sleeve Label | 360° coverage | High resistance to abrasion | Medium to High | Full-color, detailed graphics |
| Heat-Shrink Label | Full container wrap with cap | Excellent in wet conditions | High | Premium, moisture-prone settings |
AUTmachine: Your Partner in Crowler Labeling
AUTmachine is a leading labeling machine manufacturer based in China. We specializes in designing, manufacturing, and servicing automatic labeling machines tailored to the craft beverage industry. Breweries that partner with AUTmachine gain:
- Semi-automatic labelers for small and mid-sized breweries.
- Full-automatic lines for high throughput and full integration with filling and sealing.
- Custom engineering to match unique can sizes, speeds, and workflows.
- AUTmachine also provides on-site setup, operator training, and lifetime technical support.
Breweries choose equipment based on production volume, budget, and desired automation level.
| Model Name | Throughput (cans/hour) | Product Size | Label Size | Recommended For | Link |
|---|---|---|---|---|---|
| Semi-Automatic Bottle Labeling Machine | 1000 to 1800 pcs/hour | φ10mm to150mm | 20mm～300mm (L), 20mm～230mm (W) | Small breweries, limited runs | Learn more |
| Fully Automatic Vertical Bottle Labeling Machine | 3000 to 14000 pcs/hour | Diameter: φ15mm – φ120mm Height: 25mm – 300mm | Length: 20mm – 300mm Width (Backing Paper Width): 20mm – 130mm | Large breweries, high output | Learn more |
Contact AUTmachine today to schedule a free consultation and live demo. Whether you need a semi-automatic labeler for a taproom or a fully integrated production line, AUTmachine delivers reliable machines and expert support.
Email: jinlian@autmachine.com
Email: penny@autmachine.com
Get your free demo now!
Conclusion
Breweries that adopt crowlers tap into a growing market of craft beer enthusiasts seeking freshness, convenience, and eye-catching packaging. With a well-planned rollout that includes the right can suppliers, regulatory compliance, and professional labeling equipment, breweries can elevate their brand and boost sales.
Reach out to AUTmachine for a personalized consultation. Let us help you integrate efficient, reliable, and cost-effective labeling machines into your brewery.
FAQ
Brewery experts generally advise consumption within 7 to 10 days for optimal freshness.
Brewery regulations typically prohibit reuse of single-use cans for safety and sanitation.
Recycling programs widely accept aluminum cans. Recycling aluminum saves more energy than producing new cans.
