Mission Brewing's Packaging

Thanks to some fortuitous timing, at last week's Bigfoot dock sales I was able to secure a 12 pack of Mission Brewery's IPA.

My attention was attracted primarily to the packaging - the beer comes in 32oz(!) cans. I've since had the occasion to try it, and it's a decent IPA.

These cans are undoubtedly striking. But they worry me. They suggest a few potentially negative things about Mission and their goals.

First, let's be clear: 32oz is a ridiculous serving size for any beverage, especially one with alcohol. No one should be drinking a quart of craft beer at a time. I understand, say, the 16oz cans Hopworks uses - a pint serving is no different than what you'd get in a bar. But 2 pints at a time? No. Of course, you could share this with a friend or two, but then why not just pack it into 16oz cans or bombers?

The massive serving size implies something else. Namely, that Mission's beer is meant to be drunk in large quantities. It makes the beer seem similar to those awful 40oz bottles of malt liquor, which I'm sure isn't purposeful. And feeling related, even coincidentally, to malt liquor makes me think that Mission doesn't have a lot of respect for its beer or its customers.

And that seems ridiculous, because Mission's won quite a few awards for their beer, including some GABF medals. And from all accounts, their customers are quite happy with the beer and company both.

Really, the 32oz can feels gimmicky. It seems like the kind of thing that a brewery does because it can, not because it's a good idea. And the abovementioned implications do nothing positive for the beer or the brewery. Maybe Mission ought to reconsider.