Oskar Blues | 9 Ball Corporation – the world’s largest beverage canning company. A decision which, Melis says, triggered a whole new necessity for educating consumers on the merits of cans. “When we put that hoppy Dales Pale Ale in a can, it was laughable,” he says. “We weren’t just talking about the flavor of the beer or the price of the beer. It was, hey, the can is better for the beer, it’s better for the beer drinker, it’s better for the environment. When you put the beer in front of somebody and have them crack it open, and when they smell the hops come out they do that double-take and then you have their attention and you can educate them about the advantages of a can. Education has always been a part of how we go to market and it gave us a mission.” The company’s good-life empire broke new ground in 2012 when it opened a brewery in Brevard, N.C., a town of 8,000 people in the state’s rural southwest that’s been nicknamed “land of waterfalls.”
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