CHICAGO —Hop Valley Brewing Co., a Molson Coors Beverage Co. brand, is expanding two of its IPAs into 19.2-ounce single-serve cans, a format that the company said could help court new drinkers in convenience and grocery stores.
Hop Valley’s Cryo Stash, an 8.7% ABV Imperial IPA, and Bubble Stash, its top-selling IPA, will be available in the format nationwide. It will also release Stash Panda Hazy IPA in select markets.
“The opportunity with 19.2-ounces is huge. It’s a trial-driving package, it works well in convenience stores, it works well in venue,” said Brandon Ross, chain manager for Hop Valley.
Sales of 19.2-ounce cans have more than doubled over the last three years to $177 million, according to date from market research firm IRI, Chicago. Hop Valley also sees the single cans as a way to introduce people to the brand without asking them to commit to a six- or 12-pack, the company said.
“Consumers may have never heard of Hop Valley, and they may be a little hesitant to pick up a 12-pack for $18.99. But with the 19.2 selling for less than $3, it definitely makes it easy for consumers to try,” Ross said.
Bubble Stash was Molson Coors’ first national IPA, launched in early 2021. Hop Valley Brewing is a Eugene, Ore.-based craft brewer.
Chicago-based Molson Coors’ beer brands include Blue Moon, Coors, Hamm’s, Keystone Light and more.
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