If you’ve ever enjoyed beer from a can, credit goes to the Gottfried Krueger Brewery. Today marks the 89th anniversary of their pioneering decision to introduce the delectable beverage in a can for consumers to savor. Brewing beer since the mid-1800s, Krueger endured challenges during Prohibition and worker strikes. When American Can proposed the idea of canned beer, Krueger executives initially hesitated. However, American Can sweetened the deal by offering to install the equipment for free, with the condition that Krueger wouldn’t have to pay if the beer venture failed.
Collaborating with the American Can Company, the Gottfried Krueger Brewing Company shipped 2,000 cans of Krueger’s Finest Beer and Krueger’s Cream Ale to loyal Krueger enthusiasts in Richmond, Virginia. The overwhelming approval of 91 percent from these drinkers propelled Krueger to authorize expanded canned beer production.
In 1935, Krueger’s Cream Ale and Krueger’s Finest Beer became the pioneering beers to be offered in cans to the public. Canned beer quickly gained popularity, receiving an impressive 91 percent approval rating from the public. The lightweight, cost-effective, and easily stackable and shippable nature of cans made them a hit compared to glass. Additionally, unlike bottles, consumers didn’t have to pay a deposit and return the cans for a refund. By summer, Krueger was purchasing 180,000 cans daily from American Can, prompting other breweries to follow suit.
In the late 19th century, cans played a crucial role in the widespread distribution of food, yet it wasn’t until 1909 that the American Can Company ventured into canning beer. Unfortunately, this initial attempt was unsuccessful, and it wasn’t until the end of Prohibition in the United States in 1933 that the company made another try. After two years of research, American Can successfully developed a pressurized can with a special coating to prevent the fizzy beer from reacting chemically with the tin.
Undeterred by previous setbacks, the American Can Company faced the challenge of convincing brewers to embrace the concept of canned beer. It wasn’t until 1935 that they found a willing pioneer in Krueger’s Brewery, which became the first brewery in the United States to sell beer in cans. This marked the beginning of a remarkable transformation.
Despite initial skepticism, Krueger’s canned beer quickly won the hearts of consumers. Within three months, over 80 percent of distributors were on board, and the “big three” national brewers—Anheuser-Busch, Pabst, and Schlitz—felt the competitive heat. The success of Krueger’s paved the way for other breweries to adopt canned packaging, and by the end of 1935, over 200 million cans had been produced and sold.
The advantages of cans over bottles became increasingly evident. Consumers appreciated the lack of deposit requirements, the ease of stacking, the durability, and the quicker chilling time. The popularity of canned beer soared, reaching new heights during World War II when cans became a convenient way to ship millions of servings to soldiers overseas.
Post-war, the American Can Company’s innovation played a pivotal role in the reshaping of the brewing industry. National brewing companies leveraged the efficiency of mass distribution through cans, consolidating their power and overshadowing once-dominant local breweries.
As the years passed, the legacy of the American Can Company persisted. Canned beer became an integral part of the $20 billion U.S. beer industry, with its influence extending beyond the giants to embrace a new wave of microbrewers and high-end beer sellers. With its ability to preserve purity and taste, the humble can continue to be a symbol of innovation and success in the ever-evolving world of brewing. And so, the American Can Company’s story became woven into the fabric of the beverage industry, a tale of resilience, innovation, and the enduring love for a good, canned brew.
The idea of canned beer faced resistance, but Krueger’s Brewery overcame initial reservations to become the first U.S. brewer to introduce canned beer. The response was phenomenal. Within three months, over 80 percent of distributors were carrying Krueger’s canned beer, and it rapidly gained market share from the “big three” national brewers—Anheuser-Busch, Pabst, and Schlitz. Competitors quickly followed suit, and by the end of 1935, over 200 million cans had been produced and sold.
Unlike bottles, purchasing cans didn’t require consumers to pay a deposit. Cans were more stackable, durable, and chilled faster. Their popularity soared throughout the 1930s and exploded during World War II, with U.S. brewers shipping millions of cans of beer to soldiers overseas. Post-war, national brewing companies capitalized on the mass distribution made possible by cans, consolidating power over local breweries that struggled to manage costs and operations as efficiently.
Today, canned beer constitutes approximately half of the $20 billion U.S. beer industry. This trend isn’t solely driven by big national brewers, as microbrewers and high-end beer sellers have rediscovered the benefits of canning, realizing that can preserve purity and taste by preventing light damage and oxidation.
I guess we will never see the end of using cans for beer.
