OSKAR BLUES BREWERY LEADS THE EVOLUTION OF COLORADO CRAFT BEER 3rd Quarter Colorado IRI Data Shows Oskar Blues Brewery as the Colorado Leader in: “Volume Growth”, “Dollar Sales Growth” & “Average Price per Case”.

The recently released 3rd Quarter 2010 Colorado IRI scan data (July 1st through September 16th) confirms Oskar Blues Brewery’s leadership position in the EVOLUTION of craft beer.  The brewery’s trailblazing efforts have resulted in growing demand and customer acceptance of canned craft beer.  

The EVOLVE message is anchored deep within their national marketing campaign aimed at beer loving consumers to EVOLVE to the can package regardless of the activity or occasion.  “It’s exciting to see our EVOLVE message hitting home,” says Chad Melis, Oskar Blues Marketing Director.  “After eight years beer consumers are trading up purchases of canned craft beer offerings and demand has really taken off.”

The trend & message are evident in Oskar Blues Brewery’s line-up of increasingly complex & challenging canned craft beer.  The most recent announcement of GUBNA Imperial IPA (100IBU, 10% ABV, $15 4-Pack) as a year-round package & the return of the “November through February” inimitable seasonal Ten FIDY Imperial Stout (10.5% ABV, $15 4-Pack) serves the uninterrupted pursuit of the Oskar Blues mission of Evolving craft beer via the can package.  Oskar Blues continues their eight year stomp that began in 2002 with Dale’s Pale Ale, to educate customers across the nation on the benefits cans bring to craft beer, to the customer and to the environment.

EVOLUTION OF THE CAN:  Craft beer in cans is proving itself as unique, distinctive and a growing niche market. 

Here’s why:

Beer Freshness Advantages:

Cans provide an environmentally responsible and superior package for craft beer.  They offer complete protection from the damages of UV light and create a superior seal compared to bottle caps. The seal created between the aluminum can and aluminum lid allows lower levels of ingressed oxygen which increases shelf life and serves the consumer fresher craft beer.

Environmental Advantages:  

Aluminum is infinitely recyclable. Cans allow breweries to reduce their carbon footprint due to weight and volume shipping advantages. One hundred cases of cans can be shipped on a standard pallet versus sixty glass

bottle cases which reduces fuel usage & keeps Mother Nature happy.  Consider the weight differences between an empty glass bottle and an empty can.  

Consumer Advantages:

Cans allow consumers to experience craft beer wherever their next adventure takes them. Cans do not shatter when stressed or abused.  Unlike cans of old, there is no direct contact or flavor exchange between beer and the aluminum can.  Pack it in, Pack it out.

As the leader in the canned craft beer movement, Oskar Blues saw a whopping 83.7 percent increase in revenue in 2009 and a 70.5 percent increase in shipments. In each of the last eight years, the company has experienced double-digit growth.  Last year was Oskar Blues’ biggest leap: 29,500 barrels produced in 2009 compared to 17,000 barrels in 2008. 2010 production is anticipated to come in at 44,000 barrels.


Three-dimensional brewing since 1999, Oskar Blues began the “Canned Beer Apocalypse” in 2002 when Dale’s Pale Ale became America’s 1st CANNED craft beer.   For additional info, interviews, images or samples please

contact Chad Melis at chad@oskarblues.com, # 720.273.8888 or visit www.oskarblues.com

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