Red Hare craft beer packaged exclusively in cans made of Novelis' evercan aluminum sheet, which is made of a guaranteed minimum 90% recycled content, is expected to be on store shelves beginning in May 2014 in key markets throughout the south-eastern USA.

"This introduction marks the commercial availability of the world's first certified high-recycled content aluminium beverage can," said Phil Martens, president and chief executive officer for Novelis. "Working with Red Hare, we have developed a proven supply chain to deliver this industry-first offering to consumers, setting an example that other beverage companies are sure to follow."

"Novelis' evercan is a perfect fit for Red Hare," noted Roger Davis, founder and CEO of Red Hare Brewing Company. "The independent certification of the closed-loop recycling process behind evercan strengthens our commitment to employing the best in sustainable business practices, making evercan a natural extension of the Red Hare brand."