"Mama's" Gets The Royal Treatment

08 Apr 2013 --- Oskar Blues, the pioneer of the craft beer in cans revolution, has teamed up with can maker Ball Corporation to offer its popular Mama's Little Yella Pils in Ball's Royal Pint (568-mL or 19.2-oz.) can. Oskar Blues launched the Czech-style pilsner in the supersized can at the recent Craft Brewers Conference in Washington, D.C.

"The larger 568-mL can, or 'Stovepipe' as we call it, is a perfect package for Mama's Little Yella Pils," said Chad Melis, marketing director for Oskar Blues Brewery. "With the success last year of Dale's Pale Ale in the Royal Pint, putting the gently hopped and low alcohol (ABV just 5.3%) Mama's in the larger, easily recyclable can was a natural progression, and it allows our consumers to take it places glass can't go."

The new Royal Pint will feature the same signature graphics as the Mama's Little Yella Pils 12-oz. aluminum can. Ball is the only can manufacturer in North America who makes the Royal Pint, which is approximately the height of a 24-oz. can and the diameter of a 16-oz. can. With the launches of Dale's Pale Ale and Mama's Little Yella Pils in the Royal Pint, Oskar Blues is the first brewer in North America – craft or otherwise – to package beer in the sleek-looking, single-serve can.

"Oskar Blues recognized the beer-protecting benefits of cans more than 10 years ago, and have continued to partner with Ball to pioneer the category with the Royal Pint," said Robert M. Miles, senior vice president, sales, for Ball's metal beverage packaging division, Americas. "Packaging is an important component of branding, and the 568-mL can offers our North American customers a way to distinguish their brands. And with the aluminum can's ability to block out light and oxygen, craft brewers achieve their ultimate goal of delivering better tasting beer to their consumers."