Because I said so Jeb. I don't know I flipped a coin... seriously though, we went back and forth on it. I honestly can't remember the reason we finally settled on 16oz format. One plus for us is that because we are self distributing, (24) 16oz cans fit in a case (yes it's slightly taller), opposed to (24) 12oz cans... thus each case we deliver is moving (6) units or 3 gallons of beer opposed to moving (4) units or 2.25 gal. I'll try to get a few more answers in today or tonight.