Novelis announced at the 2014 Craft Brewers Conference in Denver that Red Hare Brewing Company will launch the world’s first commercial use of evercan, the company’s independently certified high-recycled content (90%) aluminum sheet for beverage cans (certified by by SCS Global Services). Red Hare craft beer packaged exclusively in cans made of evercan sheet is expected to be on store shelves beginning in May 2014 throughout the southeastern U.S.
“Novelis’ evercan is a perfect fit for Red Hare,” noted Roger Davis, founder and ceo of Red Hare Brewing Company. “The independent certification of the closed-loop recycling process behind evercan strengthens our commitment to employing the best in sustainable business practices, making evercan a natural extension of the Red Hare brand.”
Red Hare, one of the fastest-growing micro-breweries in the U.S., selected evercan aluminum as part of its commitment to reduce the company’s environmental footprint, while preserving the freshness and taste of its finely crafted beer. It was the first craft brewery in Georgia to package its products in aluminum cans, following a trend in the micro-brewery industry to move from bottles to cans as a way to expand distribution and appeal to on-the-go consumers. Nearly 400 craft brewers in nearly every state in the U.S. are canning more than 1,300 different beers.
“Novelis’ evercan is an excellent model for sustainability-based innovation, which will enable beverage brands and retailers to advance their own sustainable packaging goals,” said Stuart L. Hart, the S.J. Johnson professor emeritus in Sustainable Global Enterprise, Cornell University, founder of the Enterprise for a Sustainable World and author of Capitalism at the Crossroads. “This introduction also serves as an important catalyst to educate other brand holders and consumers about the value of closed-loop aluminum recycling and engage them to take action themselves.”
Davis further explains to use Red Hare Brewing’s choice to use evercan sheet in the following video.