RICHMOND, Va. – Nearly 80 years ago Richmond revolutionized the beer world, writes USA Today. “For it was in this Southern city in 1935 that canned beer — complete with how-to instructions — was first sold.”

Krueger's Cream Ale and its punch-top can became an instant hit, but Americans eventually turned to bottles. But in recent years craft brewers have rediscovered cans, “realizing they weren't just retro-cool, but with a few tweaks might even be able to kick bottles in the can,” writes the newspaper, adding: “Welcome to the beer can revolution, 2013-style. Technology once again is transforming how Americans drink their beer.” 

"It's not your father's beer can anymore," said Jim Koch, founder and owner of the Boston Beer Co., the maker of Sam Adams.

The newspaper adds that both craft brewers and craft beer drinkers are embracing the can. In 2002, one craft brewery was using cans. Today, about 300 breweries are offering about 1,000 beers in cans, according to CraftCans.com, a site that tracks the canned beer revolution.

"Craft beer in cans is becoming more mainstream each and every day," Brian Thiel, regional sales manager with packaging firm Crown Holdings, told the newspaper, adding, "The stigma that has existed continues to get lifted."

Koch "stubbornly resisted" putting Sam Adams in cans, but after spending more than two years and $1 million in prototypes, the "Sam Can" was born. He said that a bigger lid and a more defined lip forces the drinker’s mouth open, which puts the nose closer to the opening and creates a better flavor experience.

Sly Fox Brewing Co., meanwhile, literally blew the lid off with its cans. The newspaper writes that in April, the Pennsylvania brewery began selling its Helles Golden Lager in cans with a peel-off top. Litter laws prevent it from being sold in all of the states that the brewery distributes in, but the can is getting noticed.

"There have been a lot of different mini-innovations … but never that important to craft beer," Sly Fox brewmaster Brian O'Reilly told the newspaper. "(The new can) is different and interesting to people, but there's a real benefit because you can smell the beer … it really allows you to appreciate the full character of the beer."

Although new can innovations tout a better drinking experience, there is a marketing element — and consumers have to buy into it.

"If it doesn't make the beer taste better, then don't do it just to get noticed," Koch told the newspaper. "The customer will reward you with more of their business if you give them a better tasting product than their alternatives."