Driven by inflationary concerns and interest in convenient purchasing options, beer consumers are increasingly turning to singles packages, and, as a result, retailers across a range of channels are allocating more space for the containers. Beer marketers—particularly craft brewers—also see the potential for singles and are filling out their portfolios with “tall boy” cans.

“Customers on the go are looking for a format that’s cold and ready to consume quickly,” says Cape May Brewing Co. sales director Jason Griffin. The New Jersey-based brand expanded its popular Coastal Evacuation double IPA and Devil’s Reach Belgian-style ale into 19.2-ounce cans earlier this year. Griffin notes that convenience stores, groceries, liquor stores, and some on-premise venues have embraced beer singles in recent years.

“Singles are on fire for us,” says president of Narragansett Brewing Co. Mark Hellendrung, who adds that inroads are being made both on-and off-premise. Venues like stadiums and arenas, for example, are increasingly trading out draft beer for large-format cans, he notes. At retail, meanwhile, Hellendrung says some consumers are now grabbing a couple of singles and coming in a few times a week, rather than purchasing multi-packs, in what appears to be economy-driven behavior.

Nathan Arnold, director of marketing at Englefield, Inc., the operator of 120 Duchess c-stores in Ohio and West Virginia, agrees. “With multipacks going up in price lately, we’re seeing consumers trading down in pack size to accommodate a better price point,” he says, citing 19- and 24-ounce cans as good growth drivers for the chain. Duchess stores typically stock at least 130 beer singles, priced $1-$4, in two to three cooler doors and beer caves, where available. This year, Arnold says additional space will be given to singles products that are growing, such as high-abv beers and FMBs.

Singles of New Belgium Brewing’s Voodoo Ranger line of generally high-abv beers have been a hit in c-stores in recent years. According to New Belgium’s vice president of marketing Dave Knospe, “C-store shoppers looking for premium, grab-and-go options are all about the bold flavors of our 19.2- ounce line of IPAs.” In fact, the packages have been so popular that this year New Belgium is launching 3-packs of the tall boys in six western states.

With the success of beer singles in c-stores, Scott Scanlon, executive vice president of alcoholic beverages at Circana, believes there’s vast opportunity for the packages in liquor stores. “While c-stores are only able to devote limited space to singles, liquor stores have more cold space,” he says. “Consumers today want cold and variety. Beer singles present an opportunity for liquor stores.”

BevMo, with nearly 170 stores in California, Arizona, and Washington, offers around 50 single beer SKUs in an average store, with some locations boasting up to 100. Carly Bickerstaff, vice president of merchandising at parent company Gopuff, says that “impulse purchasing decisions and grab-and-go use drives most purchases of single-serve beer and FMBs,” as the packages are ideal for occasions like concerts, beach trips, sporting events, and camping. Among the top-selling beer singles at BevMo are 24-ounce cans of Modelo Especial ($4; two for $7). At Gopuff, meanwhile, singles are the second most popular beer package after 12-packs, Bickerstaff says. Two-for deals are also promoted on the e-commerce site, such as the recent Voodoo Ranger promotion of two 19.2-ounce cans for $8.

In addition to stadiums and arenas, Andy Glaser, president and CEO of Paulaner USA—which launched Paulaner lager in 19.2-ounce cans in select markets in 2023—sees opportunity for large-format beer singles in outdoor on-premise venues like beer gardens, beach bars, and recreational areas. “Grab and go’s at casinos also have been a great hit,” he notes.

Beer singles can be profitable for retailers. “Singles offer more dollars per ounce for the retailer,” Glaser says. Narragansett’s Hellendrung, meanwhile, cites the “higher shopping frequency” singles provide, as well as the impulse buying opportunity, particularly if merchandised properly. “Singles play a huge role in trial,” adds Duchess’s Arnold. “We see consumers want to try a new flavor or brand before committing to a 6- or 12-pack.”