The concept of growlers and crowlers originated as a way for beer enthusiasts to bring home their favorite brews directly from the source – a local brewery or taproom. These containers allow customers to enjoy fresh draft beer in the comfort of their own homes, as well as provide a convenient way for breweries to sell their products for off-site consumption. Let’s explore the history and evolution of growlers and crowlers, and how they have become popular choices for beer lovers around the world.
The Rise of Growlers
Growlers have a long history in the beer industry, dating back to the late 19th century. The term “growler” is said to have originated from the sound the carbon dioxide made when it escaped from the pail or jug as it was being carried. Here’s a brief timeline of the evolution of growlers:
- 1800s: Growlers were first used in the United States by brewery workers who would take home beer in a galvanized pail or tin lidded bucket. These containers were often referred to as “canaries” or “grunts.”
- 1989: The first modern growler is believed to have been introduced by the Otto Brothers Brewery in Idaho. They used half-gallon glass jugs with screw-on caps to allow customers to take home their favorite draft beers.
- 2000s: Growlers began to gain popularity among craft beer enthusiasts as more breweries started offering them as a way to increase sales and promote their brands. Today, growlers are available in various sizes, materials, and designs, from traditional glass jugs to insulated stainless steel containers.
The Birth of Crowlers
While growlers have been a staple in the craft beer scene for decades, crowlers are a relatively new innovation that has quickly gained popularity among breweries and consumers. The concept of crowlers was developed by Oskar Blues Brewery in Colorado in 2013. Here’s how crowlers came to be:
- 2013: Oskar Blues Brewery introduced the crowler machine, a device that cans draft beer on-site for customers to take home. The name “crowler” is a combination of “can” and “growler,” highlighting the portable and convenient nature of this packaging.
- Benefits of Crowlers: Crowlers offer several advantages over traditional growlers, including better preservation of the beer’s freshness, reduced risk of contamination, and improved portability. The aluminum cans also provide better protection from light and oxygen, ensuring that the beer stays fresh for longer periods.
- Popularity: Since their introduction, crowlers have become increasingly popular in the craft beer industry, with many breweries investing in crowler machines to meet the demand for portable and convenient packaging options.
Growlers vs. Crowlers
While both growlers and crowlers serve the same purpose of allowing customers to take home draft beer from breweries and taprooms, there are some key differences between the two packaging options:
- Material: Growlers are typically made of glass, ceramic, or stainless steel, while crowlers are made of aluminum cans.
- Size: Growlers come in various sizes, such as 32 oz, 64 oz, or even larger, while crowlers are usually 32 oz cans.
- Sealing: Growlers are sealed with a cap or screw-on lid, while crowlers are sealed using a canning machine that crimps the lid onto the can.
- Portability: Crowlers are more portable and lightweight than growlers, making them ideal for outdoor activities and on-the-go consumption.
- Freshness: Crowlers provide better protection against light and oxygen, which can affect the beer’s flavor and freshness over time.
The Global Impact of Growlers and Crowlers
Growlers and crowlers have not only revolutionized the way beer is consumed locally but have also had a global impact on the craft beer industry. Here are some ways in which growlers and crowlers have influenced the beer scene worldwide:
- Increased Sales: Growlers and crowlers have become valuable revenue streams for breweries, allowing them to sell more beer directly to consumers for off-site consumption.
- Brand Promotion: Offering growlers and crowlers with custom labels and designs allows breweries to promote their brand and create a unique packaging experience for customers.
- Sustainability: Reusable growlers and recyclable crowlers help reduce the environmental impact of single-use packaging, aligning with the sustainability goals of many breweries and consumers.
- Accessibility: Growlers and crowlers make it easier for beer enthusiasts to access a wider variety of craft beers from local breweries that may not distribute their products through traditional retail channels.
The Future of Growlers and Crowlers
As the craft beer industry continues to evolve and consumer preferences shift towards more convenient and sustainable packaging options, the future of growlers and crowlers looks promising. Here are some trends and developments to watch out for in the coming years:
- Technology Integration: Innovations such as smart growlers that monitor beer freshness and temperature, as well as online ordering systems for crowlers, are likely to become more prevalent in the market.
- Collaborations: Breweries may partner with local artists, designers, and influencers to create limited-edition growlers and crowlers that appeal to a broader audience and drive sales.
- Regulatory Changes: As the popularity of growlers and crowlers grows, there may be changes in regulations and laws governing the sale and distribution of draft beer in reusable containers.