Adrian Grenier Launches New Beer Startup
He recently delved in the wine business, so it makes sense that Adrian Grenier would next turn his sights on beer.
The former “Entouage” star recently helped launch Churchkey Can Co., a Seattle-based brewery that literally takes the modern-day can as we know it and throws it back several decades.
“All we wanted to do was open a can of beer the way our grandpa opened a beer,” Grenier said at TechCrunch Disrupt this week. What that translates to is a 100% steel can devoid of the usual pull tab. Instead, one requires an old-fashioned 1930’s “churchkey” that punctures the can.
As the video on their site says, “If you’re under 50, you likely have absolutely no idea what a churchkey is…”
Grenier told audiences that the new brand allows customers to enjoy the experience of opening a car of beer and escape a culture focused on “the mass-produced consumer society.”
Naturally, with Grenier’s green background, Churchkey Can Co. is focused on making their product as sustainable as possible. According to the site, steel cans have a much higher recycling rate (64 percent in 2008 vs. 54 percent aluminum beverage cans) and can be recycled indefinitely.
The company also uses 100% recycled steel for their cans, as well as six-pack packaging made from 100 percent recycled chipboard and printed with sustainable vegetable-based inks.
Check out the official site for more – but good luck getting a taste. The company recently sold out of its first initial stock within 4 days. Check out their promo video below.