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percent when most re recycled aluminum can generate re ost freque ent of six ounces of gas, or the electricity to power an mplifi ed guitar for two hours, according to data from, Cheers' p re paarennt company t e Fro requires 96 percenrcent less en equ ampl quivalen energy, than a new one; it also saves the rom a more more practical standpoint, cans allllow beer to travel where it typically cannot, includ golf y the B Bever Clearwater, Florida-based chain Hooters, with 430 locations ate and golf courses, without the chance of glass breakage. Th e at in the United States and 27 internationally, carries 48 beers, inc udncluding cans at events like bike nights, car shows and other festivities a- estivities held in the parking lot. "Can beer can be nostalgic and a novelty if positioned well during certain activities," sa ld says Noela Scarano director of marketing America, LLC. ela Sc ra , re en in marketing for Hooters of NOSTALGIA AND FRESHNESS THROUGH PACKAGING Cans also provide a retro drinking experience that many 27 ter at out verage Infoformation Gro n Gr up. uding beaches, campsites, boats nc uently re en it switched to cans. And cans are the easiest and recycled bev veerage packagiin ates 95 percenrcent less pollution and ng in the world. One hesitant to drink beer from a can due to perception, as it off ers the same lightweight footprint, with a familiar, acceptable shape. Aluminum bottles are used at sporting events and concerts and Hooters locations have had success with a co-branded bottle from Anheuser Busch featuring the Hooters owl logo and the Bud Light brand. "Th e customers loved them. I bet today you can still fi nd them as collectors' items on a shelf—we couldn't keep up with the demand," notes Scarano. In addition the trendiness factor of canned beer—and customers crave. Blake Rohrabaugh thinks cans of Pabst Blue Ribbon will continue to dominate throwback beer varieties. Th e director of beverage for Bar Louie, an urban bar chain based in Addison, Texas that off ers up to 68 beers at its 56 locations, is adding a PBR pint glass this year that's exclusive to Bar Louie. "It is shaped and painted to look exactly like the PBR can. We wanted to add PBR on draft, but we also wanted the iconic can label, so we designed this to get both." Th e aluminum bottle is also a good introduction for guests A beer pull was designed especially for Robert Wiedmaier's beer, Antigoon, at Brasserie Beck in Washington D.C. quality from damaging elements such as sunlight and heat," explains Rohrabaugh. Maxwell Lipp cites a noticeable increase in one particular environmental implications of aluminum packaging in general—restaurant guests are identifying another obvious and compelling reason: fresher beer fl avor. Today's aluminum packaging is lined with a water-based coating; since the beverage and metal never touch, the "tinny" fl avor formerly associated with canned brews is literally a thing of the past. Th e opaque surface also means zero exposure to light, translating to authentic fl avor. "Th e stigma of cans as a package is being removed as guests become more educated. Th e cans being used today are a great way to keep beer fresher and maintain product www.cheersonline.com aff ects a beer's fl avor. Clime isn't sure if an aluminum can or bottle provides better beer fl avor, or if it's a marketing ploy." Guess it's for the drinker to decide." style of beer's propensity to be found in a can. "For afi cionados of highly hopped beers [India and American Pale Ales], a canned beer delivers a fresher product with minimal breakdown of the bitter fl avors that the customer wants," declares the manager of Brasserie Beck, 220-seat Belgian brasserie in Washington, D.C. He goes on to note that the gap of those who believe this packaging is equated with a lesser-quality product has shrunk over the past few years. But not all operators are convinced that aluminum even JULY/AUGUST 2012 | 35