Why Are Some Cans Skinny?
By Nick Corona, founder of Every Holder · May 1, 2023
Red Bull, Michelob Ultra, and more switched to slim cans that hold the same volume in a taller, narrower shape. Here's why brands did it - and why it breaks your cup holder.
In 2007 Red Bull shocked us all with a new drink in an all-new, unseen can - and it changed the way we all think about aluminum cans. Red Bull, Michelob Ultra, new Coke products, and many other popular drinks now all use a slender skinny can. Why do you think that is?
It is important to keep in mind these cans contain the same amount of liquid as a standard can - they are just 1.3 inches taller, and this changes the diameter by .35 inches. Although this change seems small, the impact is quite surprising. (Red Bull has multiple can sizes; for this comparison we're referring to the 355 ml / 12 oz size, the same volume as a standard can.)
Main reasons you are seeing skinny cans
- Retailers love it: without changing shelf height, they can fit more product on a shelf thanks to the smaller footprint.
- Making the can taller increases surface area, so it cools down faster and with less energy.
- Skinny cans give the illusion of holding less liquid even though it's the same - ideal for “diet” and “healthy” products.
- Brands can reinvent their look to catch eyes on the shelf; changing the can shape refreshes the brand without confusing customers the way a color change might.
- The top and bottom of a can are thicker than the cylindrical section, so a thinner can holds the same volume while using less material.
- They stack better for shipping.
- Skinny cans simply stand out more right now - that may change with time.
We've seen the skinny-can format dominate the energy-drink sector, and now tea, beer, wine, and coffee are hitting their target markets with skinny cans too. There are many reasons for manufacturers to switch - marketing, shipping, and material savings. Will this lead to a day where almost all products come in a skinny can?
But what about the consumer? What is the overall cost?
One major drawback I've found over the years is simple: pretty much EVERY cup holder in our cars, boats, and more is designed for the standard 12 oz can. That causes your skinny can to get slammed around in the cup holder - and sometimes even spill. All that movement can also make your drink lose carbonation much faster than expected.
This is why I created the Skinny Can Holder: a one-size-fits-all product that adapts any cup holder to accommodate all of these new skinny can sizes. It's 3 inches in diameter and fits all standard cup holders, with 4 tiers inside for each of the current skinny can sizes in production. It fits all sizes of Red Bull and every other skinny can I've found.
FITS EVERY SKINNY CAN.
The original anti-spill insert - 3D printed in the USA since 2016.
Shop the Skinny Can Holder