Sustainable craft: Red Hare to use world’s first high-recycled content aluminum can
by Rachel Gray
April 13, 2014 12:00 AM | 3304 views | 0 0 comments | 26 26 recommendations | email to a friend | print
Red Hare craft beer is packaged exclusively in Novelis’ evercan aluminum — made of a guaranteed minimum 90 percent recycled content — is expected to be on store shelves in May at key markets throughout the Southeast.
Red Hare craft beer is packaged exclusively in Novelis’ evercan aluminum — made of a guaranteed minimum 90 percent recycled content — is expected to be on store shelves in May at key markets throughout the Southeast.
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MARIETTA — An Atlanta-based aluminum product manufacture has signed its first commercial customer of the evercan with a rollout in May by a Marietta craft beer brewery.

Novelis, world leader in aluminum rolling and recycling, announced a partnership with Red Hare Brewing Company to launch their line of crafted beer in the evercan, made of a guaranteed minimum 90 percent recycled content.

Red Hare Brewing Company is an independent micro-brewery located near the intersection of Delk Road and Franklin Road in Marietta.

In August 2011, Red Hare starting selling its craft beer throughout the state of Georgia and is now also available in South Carolina and Tennessee.

Red Hare Brewing Company selected Novelis’ evercan as part of a commitment aimed at reducing the company’s environmental footprint, while preserving the freshness and enhancing the taste of its finely crafted beer.

“Novelis’ evercan is a perfect fit for Red Hare,” said Roger Davis, founder and CEO of Red Hare Brewing Company. “(It) strengthens our commitment to employing the best in sustainable business practices, making evercan a natural extension of the Red Hare brand.”

Red Hare is the first craft brewery in Georgia to can its beer.

Red Hare was the first craft brewery in Georgia to package its products in aluminum cans, following a trend in the micro-brewery industry to move from bottles to cans.

Almost 400 craft brewers in nearly every state in the U.S. are canning more than 1,300 different beers.

“Working with Red Hare, we have developed a proven supply chain to deliver this industry-first offering to consumers, setting an example that other beverage companies are sure to follow,” said Phil Martens, President and Chief Executive Officer for Novelis.

Novelis Inc. is the world’s largest recycler of aluminum, supplying premium aluminum sheet and foil products to automotive, transportation, packaging, construction, industrial and consumer electronics markets throughout North America, Europe, Asia and South America.

Novelis has announced capital investments of approximately $500 million over the last two years that will double its global recycling capacity to 2.1 million metric tons by 2015.

Recycling aluminum requires 95 percent less energy, and produces 95 percent fewer greenhouse gas emissions, than manufacturing primary aluminum.



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