The format that’s crushing it in convenience, sports, and singles.
Once relegated to stadiums and music festivals, the 19.2 oz. can has quietly become one of the hottest single-serve formats in the beverage aisle. Formerly considered a novelty, the oversized cans now dominate convenience store coolers, grocery shelves, and even bar fridges, proving themselves as a power player far beyond their original concert-crowd roots.
The numbers back up the buzz. According to Circana data, 19.2 oz. cans now account for more than 90% of craft single-serve beer sales in convenience stores. In just one year, dollar sales for craft beer in this package jumped nearly 40%, topping $295 million across major retail channels, with convenience store sales alone growing by more than 41%. In fact, this format has even overtaken traditional 12-packs as the top growth driver for craft.
So why are consumers – and retailers – embracing the tallboy? First and foremost, convenience. Shoppers on the go increasingly want a cold, ready-todrink beer they can grab on the way to a tailgate, concert, or simply home after work. The 19.2 oz. size delivers more in one package and suits outdoor events and quick stops better than a six-pack.
Cape May Brewing Co. added two of its flagships – Coastal Evacuation and Devil’s Reach – to its 19.2 oz. can lineup earlier this year. Co-founder and CEO Ryan Krill says, “This was a direct response to feedback from our fans, sales team, and retailers. It’s a great way to offer our beers in a format that fits different occasions, whether it’s a single-serve option at an event, a quick grab at a convenience store, or just an easy way to enjoy a favorite brew.”
Higher alcohol content and perceived value per can are another draw. The larger format gives brewers space for bold styles – IPAs, double IPAs, higher-ABV hard seltzers, etc. – and gives drinkers a sense of “more bang for the buck.”
Brands like Brands like White Claw Surge are up nearly 14% in recent single-serve sales, while Twisted Tea Original and Dogfish Head 60 and 90 Minute IPAs all perform strongly in the format.
Retailers benefit as much as consumers. The oversized cans stand out in the cooler, drive impulse purchases, and often deliver higher margin per ounce than smaller singles. They’re also a powerful trial tool, as consumers can sample a new brand or seasonal release without committing to a full pack. And the extra label space gives breweries a chance to showcase eye- catching artwork or limited-edition designs that can encourage a customer’s decision at the point of sale.
At retail, the takeaway is clear: dedicate space to a well-curated 19.2 oz. section, highlight high-ABV and seasonal offerings, and consider combo deals to encourage multiple purchases. The big can isn’t just a fad; it’s a format reshaping how people buy beer, and how retailers profit from it.