Today’s beverage market is rapidly evolving, yet craft brewers remain well-positioned to lead the charge. Whether you’re doubling down on traditional offerings or exploring new spaces like ready-to-drink (RTD) cocktails or non-alcoholic beverages, consumers are showing growing interest in diverse options. In fact, the global RTD cocktail market (currently valued at $1.01 billion) is expected to more than double by 2029, and non-alcoholic beverage categories are experiencing notable growth across beer, wine and spirits, according to an industry report.
As the industry changes, so too must the packaging strategies that support beverage integrity, particularly in the coatings that line and protect aluminum cans.
Why coatings matter
Brewers who adapt to these changes while staying true to their craft have an opportunity to build stronger, more versatile brands. But success doesn’t hinge on flavor alone. A critical, often overlooked factor lies in the can itself and the coatings that protect and preserve your beverage.
These solutions help to meet customer expectations for both the inside and outside of the can. Interior coatings prevent unwanted reactions between the product and the metal, while exterior coatings safeguard the can’s appearance, branding and durability. Understanding the coatings and processes can help brewers enhance product quality, reduce waste, support sustainability efforts and build more collaborative relationships with packaging partners.
The role of coatings
Coatings serve a critical function inside aluminum cans by preventing the beverage from reacting with the metal, avoiding off-flavors, discoloration, or even leaks. Externally, coatings protect the printed label and preserve the can’s appearance by reducing damage during handling and transport. A well-maintained appearance reinforces brand perception and quality.
For craft brewers, coatings also present a great opportunity to stand out on the shelf. With smaller production runs, customization proves key. Coating technologies can create visual and tactile differentiation, like shifting from a glossy to a satin finish or adding texture to enhance consumer appeal. This makes aluminum cans a strategic packaging choice for brewers looking to connect with newer audiences and maintain relevance in an evolving market.
Select the right coating
Different beverages place different demands on coatings. Sour ales, hard seltzers and ciders may require stronger protection. Brewers should evaluate whether both the can body and the easy-open end (EOE) coatings are suited to their specific product. While the beverage may not always contact the EOE directly, specially in upright storage, its coating is still vital for flavor integrity, product performance and consumer safety.
Misunderstandings often occur when a beverage fails to maintain its quality over time, which can be attributed to multiple factors, such as the filling process or the inherent stability of the beverage itself. That’s why proper testing of the canned product can uncover compatibility issues before they reach the customer. Testing conducted by the can coating supplier, the canmaker, or third parties provides brewers with a valuable tool to ensure product stability and shelf life.
Coatings support sustainability and food safety compliance
Aluminum cans already deliver strong sustainability benefits. They recycle efficiently and maintain a high rate of reuse. The right coating helps support the circular economy and can support environmentally conscious branding. Brewers can continue to feel confident in selecting aluminum cans for their products, as they support both performance and sustainability goals.
Just as important, coatings play a crucial role in food safety compliance. Brewers must ensure their can coatings meet local and international regulations for food contact materials, including requirements from agencies such as the U.S. Food and Drug Administration, European Food Safety Authority and others.
For instance, concerns around bisphenol (A) and other bisphenols have led to the development and growing interest in BPA-NI and Bisphenol-NI coatings, which aim to minimize or eliminate exposure to those materials. Understanding if your can doesn’t include materials of concern and whether it aligns with regional regulatory expectations remains essential for both compliance and consumer trust. That’s why it’s important to identify coatings and canmaker partners who understand and address these issues.
Coating questions brewers should ask
Brewers make smarter packaging decisions when they actively engage with their canmakers or can distributors, and that starts with asking the right questions. By understanding how coatings work, brewers can better protect their beverages, avoid compatibility issues and ensure their cans support both brand and product quality. When discussing coating options, craft brewers should consider asking:
- What type of internal coating is used, and is it compatible with my specific beverage formulation?
- What is the film weight being applied? (Refer to the “Technical Terms to Know” section for more on this.)
- What kind of external finishes or decorative effects are available to elevate visual impact?
- What is your testing process?
- I’m selling my cans in [region/country]. Is this coating compliant with the local food
- contact regulations?
- Is the choice of coating impacting my overall can cost or lead times?
Technical terms to know
Navigating can coatings can feel technical, but a few key terms go a long way in making
informed packaging decisions:
Film Weight: The thickness of the coating applied to the can or end. Proper film weight ensures the beverage is adequately protected from interacting with the metal surface, preserving flavor and product integrity.
Internal Coating: A protective layer applied to the inside of the can. It prevents the beverage from coming into contact with the metal, thereby reducing risks such as corrosion, off-flavors or spoilage. The term “liner” is also used. Once applied, it is as thin as a strand of hair.
External Coating: The coating applied to the outside of the can protects the label design from scuffs, scratches, and wear during shipping and handling. It also enables aesthetic enhancements like gloss, matte or tactile effects to differentiate from crowded shelves. The industry also refers to this as an “overvarnish” or “OV.”
Inside Spray (IS): Another term commonly used for internal can body coatings.
Easy-Open End (EOE) and tab stock: The top lid of the can. While the beverage doesn’t always stay in contact with the EOE, especially in upright storage, it still requires a compatible coating to ensure performance, safety and flavor consistency.
BPA and other bisphenols: Due to regulatory and consumer health concerns, many manufacturers are looking to switch to coatings that do not intentionally add bisphenol A (BPA) and other bisphenols to exceed even any future food safety standards and regional compliance requirements. The industry also uses the term “MOCs” to refer to materials of concern in general.
Understanding these basics enables brewers to have more informed conversations with suppliers and make choices that align with their brand, product goals and sustainability priorities.
What’s ahead?
Craft brewers who understand beverage can coatings make better packaging choices. The right knowledge builds trust, preserves flavor and supports long-term brand success. Coatings play a more significant role than many realize. For brewers seeking to grow or expand into new beverage categories, finding the right coatings partner and examining can coatings closely makes good business sense.
Ethan Schneider is the PPG Global Strategic Market Manager for Beverage Body, Packaging Coatings, where he leads the strategic direction of the beverage body segment globally. He focuses on aligning product innovation, technical capabilities, and customer partnerships to meet evolving industry needs and drive sustainable growth. For more information on beverage packaging from PPG Packaging Coatings, visit here.
