Bread-based beer brand Toast Ale has reportedly launched a new line of craft beer cans, which will be available online and in Tesco and Waitrose. The release of these cans was inspired by a study that showed aluminium cans boast a lower environmental impact than glass bottles. It also found that aluminium cans could be more readily recycled than glass bottles. In the United Kingdom, approximately 72 per cent of aluminium cans is recycled compared to 67.7 per cent of glass bottles.
In early July, Toast Ale reported that it was raising a fund of £35,000 to make a move from glass bottles to aluminium cans.
The new products give a new brand identity to the London-based brewery, replacing the company's existing ‘Brewed with Bread' tagline with a new ‘Toasting Change' message.
The company explained, “A rousing toast to the ‘bakers, brewers, landlords and punters saving the planet over a pint' acts as an expansive manifesto for the brand, while the tagline ‘Here's To Change' sits alongside a new logo."
It further added, "The logo features a condensed Toast wordmark, symbolising collaboration, unity and the ‘clinking glasses' of toasting. This is enclosed in a circle device synonymous with the circularity of the brand's product, the head of a pint of beer, or even the planet itself."
Global brand and sustainability director Louisa Ziane said, "We're thrilled to launch into cans, making our planet-saving beers more accessible to more people whilst reducing our environmental impact."
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