Large cans of domestic lagers and flavored malt beverages from big beer brands have long been stocked in fridges at gas stations and convenience stores, offering consumers a low-cost, no-fuss cold tallboy to go. Now many craft breweries are going big, packaging robustly flavored IPAs and hop-forward ales in 19.2-, 24-, and 25-ounce cans. They’re typically sold for $2 or $3, encouraging consumer trials and boosting sales.
But why? Why is one the loveliest number for breweries? I have thoughts.