POP GOES THE CAN

QUICK, WHAT comes to mind the minute you hear alcohol in a can? Beer, right? You can almost smell it as you hear the signature hiss as the tab breaks through the can lid. That’s not surprising, considering for the longest time beer has been the only canned alcohol option. But that’s changing. Today you can have wine in a can, pre-mixed cocktails and that new alcohol category—hard seltzers—which has taken the US by storm.

“It’s the simple ease of canned alcohol that makes it attractive,” says Delhi-based beverage industry consultant Magandeep Singh. After all, what can be simpler than popping a can open