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.