In today’s craft beer landscape, where hazy IPAs and pastry stouts dominate conversations, we take pride in charting our own course. At East Brother Beer Co., our commitment to classic styles defines us as craftsmen of the conventional—we believe that traditional doesn’t mean boring, and accessibility never has to compromise quality.
This philosophy guides our latest evolution: expanding our 12oz can lineup to include our Mexican Lager, joining the Blonde Ale, which made the shift to this smaller format last year. For us, this move represents both growth as a brewery and a deeper understanding of how craft beer consumption is evolving in Northern California.
The 16oz Standard and the Craft Beer Revolution
The 16oz can has long been craft beer’s calling card—a symbol of rebellion against macro-brewery conventions. For years, this larger format helped craft breweries stand out on shelves dominated by 12oz offerings from industrial producers. Like many breweries of the mid-2010s, East Brother embraced this format when we opened our doors in 2016. And we didn’t stop there—we went bigger with our Sequoia Cans: 19.2oz of Bo Pils and Gold IPA for those moments when a pint just isn’t enough.
“The 16oz can was a statement,” explains Rob Lightner, East Brother’s co-founder. “It said, ‘We’re different, we’re craft, we’re providing more value.’ But as the market has matured, we’ve realized that being different isn’t always about being bigger—sometimes, it’s about being smarter, more accessible, and more in tune with how people actually enjoy beer in their daily lives.”
A Year of Learning
When we introduced Blonde Ale in 12oz cans last year, it wasn’t just a packaging change - it was an experiment in meeting our community where they are. The results were eye-opening. Our sales data revealed that the smaller format didn’t cannibalize our 16oz business; instead, it opened entirely new occasions and customer segments.
We discovered that the 12oz format was attracting new consumers to craft beer. People who might have been intimidated by craft beer’s typical formats and flavor profiles found Blonde Ale to be an approachable entry point.
The Mexican Lager Evolution
The story of Mexican Lager isn’t just ours to tell—it’s a style that has brought people together since the late 1800s. German brewers in Mexico created a unique fusion of European brewing traditions with local ingredients and tastes. Bright, clean lagers became the backbone of Mexico’s brewing heritage, standing the test of time.
Our take on this classic style hit draft lines in late 2024, and the response was overwhelming. Both consumers and retail partners were eager for a packaged version. Adding it to our 12oz lineup felt like the natural next step. As one of our most popular beers, Mexican Lager has always served as a bridge between craft beer enthusiasts and those more comfortable with mainstream lagers. Its clean, crisp profile and cultural resonance make it a perfect fit for the more familiar 12oz format.
Mexican Lager is a craft beer that celebrates the traditional characteristics of Latin American lagers while incorporating modern brewing techniques and quality ingredients. Offering it in 12oz cans makes it even more accessible to a broader audience.
Beyond the Can
This format expansion is more than a packaging decision—it’s a statement about craft beer’s evolution. As the industry matures, the distinction between craft and macro beer is increasingly about quality and intention rather than format or size. East Brother’s approach underscores that true craft credentials come from what’s inside the can, not its dimensions.
The success of our 12oz program has reinforced our vision of craft beer’s future: one where traditional brewing values meet contemporary consumer needs, and where accessibility doesn’t mean compromise.
At East Brother Beer Co., we see this as another step in our mission to make great beer that brings people together — no matter the package.
East Brother Beer Co. is Richmond, California’s premier craft brewery, specializing in classic beer styles. Founded in 2016, we are committed to brewing award-winning beers that brings people together. Visit our taproom at 1001 Canal Blvd, Richmond, CA 94804. Stay tuned for our upcoming San Francisco location, opening later this year.
