Bigger isn't always better, says Thornbridge. The Derbyshire brewer has responded to demand from its customers and moved its entire bottled range into 33cl.
Speaking exclusively to Imbibe, CEO Simon Webster said that bars, restaurants, wholesalers and overseas markets all had made the same request, with complaints that the previous 500ml size did not suit all fridges. 'For consistency and simplicity' the full portfolio has made the swap.
Over £2m has been invested in new packaging facilities, of which £1.5m went on a state-of-the-art bottling line from German firm, KHS, the first of its kind in the UK.
From the Thornbridge point of view, critical to this high spec line is its ability to 'drive down oxygen pick-up', said Webster, a vital factor for the style of hop-forward beers which the award-winning brewery is famous for.
The first two beers to debut straight into 33cl are Crackendale, a typically vibrant American Pale Ale, and Valravn, a Black IPA.
At the moment, there are no plans to introduce cans.