The use of the word ‘innovation’ in the brewing industry usually sends us here at Brews News searching for the dictionary, closely followed by a soapbox or a bucket, depending on just how egregious the misuse of the word is. When it’s a dented beer can that is described in the following terms, sometimes our heads explode…

This is a slightly crushed beer can, not “the world’s most unique and innovative can”

“This can is incomparable, like nothing you’ve ever seen before,” said Pat McGauley , vice president of innovation for Anheuser-Busch. “The world’s most iconic beer brand deserves the world’s most unique and innovative can. I think we have it here.”
Then stuff comes our way that is simple, elegant and understated; something that solves a simple problem without pretending to be curing cancer. Zac Martin’s Beerend looks like it is just that, pretending to be nothing other than an elegant solution to acommonproblem.

We’re not sure if this is ‘innovation’, but it is a very good idea.

Zac describes the Beerend simply as clipping into your shelf to allow you to store more beer in less space.

Zac is raising money for the project on Pozible, a Kickstarter-type site where you can pledge the money he needs to get the project off the ground. So far he seems to be 10 per cent of the way to his $17,500 target.

If, like Zac, you just don’t seem to have enough room in your fridge for your beer, you can invest in this project for as little as $15. If it’s get off the ground you get a Beerend and the warm fuzzy feeling that comes with making the beer world a better place.

Check out Zac and his idea below and, if you like it, you can back it here. We have…