CBC launches new Pale Ale in revolutionary can

CBC’s new creation is produced in Sweden in partnership with Swedish brewery Åbro, which has one of the most advanced can fillers in Europe. The can itself is created using sophisticated aluminium processing technology and provides a perfect seal for the beer while guaranteeing its taste and flavour. The can was chosen not only because of its ability to preserve the beer’s quality, but also because it is portable, quick chilling, and sustainable.

The new beer that customers will be drinking when they open the can is a classically top-fermented Pale Ale. The recipe is a result of close collaboration between Wolfgang Koedel, CBC’s brewmaster and Lennarth Anemyr, the master brewer at Åbro Breweries in Sweden. Together they have more than 60 years of brewing experience and have created a beer that will be enjoyed by master brewers, CBC’s fans, and beer drinkers across South Africa.

An incredible journey

Wolfgang Koedel said: “The creation of this beer was an incredible journey for us, from our home in Paarl all the way to Sweden, collaborating and pooling the knowledge of two master brewers to create a truly great new beer. This is our first can, and we chose it with our customers in mind – because we want to provide them not only with a great-tasting beer, but with a great experience. The can provides a perfect seal for the beer. There’s no exposure to light or oxygen, and the aluminium has zero influence on the taste of the beer. It’s like your own mini keg that you can hold in your hand, giving you a perfectly conditioned single portion of draught beer. On top of that, the cans are lighter, more portable, sustainable, and they chill much more quickly. It’s a beer you can take with you and enjoy anywhere, which is why we’re asking our customers to take this journey with us and try our new craft beer.”

Andy Kung, operations manager of CBC, added: “People don’t associate craft beer with beer that comes in a can, but the truth is that the things that put the ‘craft’ into craft beer have nothing to do with the packaging. It’s about the passion of the brewers, the quality of the ingredients you use, the purity of the brewing process, and, ultimately, great-tasting beer. This is what’s important to us when we make craft beer - and all of it is perfectly preserved in our new can."

CBC’s new Pale Ale will be available at major retailers and liquor stores nationwide from mid-March 2016.

Smartphone app

To coincide with its debut, CBC will launch its own smartphone app specially designed for its fans to get the most out of their love of CBC craft beer. The app combines photography, social sharing and a badge award system to encourage fans to take their own journey with CBC’s new can, share it with their friends, say cheers to the best pictures, and track how far the can travels around South Africa and the world. Taking CBC’s new can along on their journey will earn fans badges, which will form part of future competitions.

CBC’s new app is part of its Love the Craft, Love the Journey campaign, which is aimed at encouraging people to learn about and appreciate craft beer, while at the same time showcasing the amazing journey from South Africa to Sweden that CBC went on to create their new Pale Ale, and asking fans to support CBC by choosing to take CBC’s new can on their own journey.