{"id":1265,"date":"2020-09-16T13:14:46","date_gmt":"2020-09-16T13:14:46","guid":{"rendered":"https:\/\/www.bowditch.com\/craftbrewerylegalblog\/?p=1265"},"modified":"2022-05-19T11:58:02","modified_gmt":"2022-05-19T15:58:02","slug":"how-breweries-can-survive-the-aluminum-shortage","status":"publish","type":"post","link":"https:\/\/www.bowditch.com\/craftbrewerylegalblog\/2020\/09\/16\/how-breweries-can-survive-the-aluminum-shortage\/","title":{"rendered":"How Breweries Can Survive the Aluminum Shortage"},"content":{"rendered":"<p>As if the craft brewing industry had not endured enough during the COVID-19 pandemic, many breweries may now be faced with yet another obstacle: a national aluminum can shortage.\u00a0 During a time when in-person visits to breweries are limited, many breweries have relied on can sales to ensure that customers can continue to imbibe while riding out the storm at home.\u00a0 Although a can shortage may threaten that lifeline, breweries are not without options.\u00a0 Easing some restrictions on a familiar form of packaging would likely further alleviate that burden.<\/p>\n<p>The aluminum container industry has observed that the recent can shortage was caused by an \u201c<a href=\"https:\/\/www.usatoday.com\/story\/money\/2020\/07\/15\/aluminum-can-shortage-beer-soda-coca-cola-pepsico-covid-19\/5443308002\/\" target=\"_blank\" rel=\"noopener noreferrer\">unprecedented surge in demand<\/a>.\u201d\u00a0 Of course, can scarcity is not a problem that is unique to breweries.\u00a0 The limited supply is only exacerbated by the high demand presented by soft drink companies, many of whom had begun to transition away from plastic bottles before the pandemic due to environmental concerns.<\/p>\n<p>The short supply has even forced some large breweries to unexpectedly change course, as <a href=\"https:\/\/www.cnn.com\/2020\/07\/22\/business\/beer-shortage-aluminum-can\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">Molson Coors announced<\/a> that it would cut back on the production of some brands to conserve its can stock.\u00a0 But small craft breweries are likely not as well-positioned to adjust to these changes.\u00a0 With can deliveries being delayed 9 to 10 weeks longer than usual, many have begun to amass a stockpile to ensure that their businesses can survive through the winter, noting that building an inventory has become \u201c<a href=\"https:\/\/www.bizjournals.com\/boston\/news\/2020\/08\/14\/can-shortages-threaten-craft-beer-stability.html?ana=e_ae_prem&amp;j=90523907&amp;t=Afternoon&amp;mkt_tok=eyJpIjoiTm1ZNFlXWTRObVJoTWprMSIsInQiOiI0QkczcjJ0cys1TlVIVjBsNDZNUXc2UituSXNNdkVkaWJkWUJzYlNkbkp6Y1c4NTdScnUxK1Mwb0I0dnZpTDlYUklUeEVGODRYZ2xaRTI5elUxNlZFbUNnb1RNRDhFSXhWUTFoZGlkQWk3d29SSml4OFZES0NvUVQrK1h0TjBtbkhPeGpSMG1wbjArbkhkNWc5K0FXYUE9PSJ9\" target=\"_blank\" rel=\"noopener noreferrer\">mission critical<\/a>.\u201d<\/p>\n<p>Faced with this threat, breweries may resort to some creative solutions.\u00a0 In particular, a renewed emphasis on a tried and true form of packaging\u2014growlers\u2014may offer the relief that breweries need during this potential crisis.\u00a0 However, slight changes to the controlling rules may help breweries to fully leverage that option.<\/p>\n<p>In 2017, the Massachusetts Alcoholic Beverages Control Commission issued <a href=\"https:\/\/www.mass.gov\/files\/2017-06\/5-24-17AdvisoryRefillingGrowlers.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">an Advisory<\/a> regarding the refilling of growlers, <a href=\"https:\/\/www.bowditch.com\/craftbrewerylegalblog\/2017\/05\/25\/drawing-or-more-accurately-pouring-a-blank\/\" target=\"_blank\" rel=\"noopener noreferrer\">which clarified<\/a> that Farmer-Breweries and Pub-Breweries may refill growlers not provided by the brewery if three conditions are satisfied: (1) the growler is entirely blank, devoid of any labeling of another brewery; (2) the growler is empty of all alcoholic beverages; and (3) the growler is filled with the brewery\u2019s own beer.<\/p>\n<p>Although the ABCC\u2019s guidance is helpful, the restriction on refilling growlers that reflect another brewery\u2019s branding prevents this rule from reaching its <a href=\"https:\/\/massbrewersguild.org\/news\/2017\/5\/26\/new-growler-rule-in-ma-what-it-means-for-consumers-and-what-it-means-for-breweries\" target=\"_blank\" rel=\"noopener noreferrer\">full potential<\/a>.\u00a0 Many customers have their own personal inventories of branded growlers at home, which are theoretically ready to be filled onsite at a brewery of their choice.\u00a0 Allowing breweries to fill the growlers that customers already have, regardless of the logo reflected on the glass, would not only ease the burdens imposed by the can shortage, it would also save customers the unnecessary expense of buying a new growler every time they visit a different brewery.\u00a0 Blank growlers certainly exist, but anecdotal evidence suggests that they are not the norm, since many breweries avail themselves of the branding opportunities that newly-purchased growlers represent.\u00a0 The legislature has recently demonstrated a concerted effort to nurture the craft brewing industry during the pandemic, and this minor adjustment to the rules surrounding growler refills would likely go a long way toward ensuring that these essential businesses can continue to thrive.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As if the craft brewing industry had not endured enough during the COVID-19 pandemic, many breweries may now be faced with yet another obstacle: a national aluminum can shortage.&nbsp; During a time when in-person visits to breweries are limited, many breweries have relied on can sales to ensure that customers&hellip;<\/p>\n","protected":false},"author":1,"featured_media":995,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[20],"tags":[158,241,242,42],"class_list":["post-1265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-owning-the-brewery","tag-alcoholic-beverage-control-commission","tag-aluminum-shortage","tag-can-shortage","tag-growlers"],"acf":[],"yoast_head":"<!-- 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