Jan 24, 1935: Gottfried Krueger Brewing Company And The First Canned Beer

In partnership with the American Can Company, the Gottfried Krueger Brewing Company delivered 2,000 cans of Krueger’s Finest Beer and Krueger’s Cream Ale to faithful Krueger drinkers in Richmond, Virginia. Ninety-one percent of the drinkers approved of the canned beer, driving Krueger to give the green light to further production.

Although the official date of the first distribution is 1935, and is what you find when you google it, I did find this 1914 article on Sunday Saloon Rules that notes no canned beer will be sold during church hours.

CLIPPED FROM: The Pantagraph / Bloomington, Illinois
24 Jun 1914, Wed  •  Page 2

In 1909, the American Can Company made an unsuccessful run on trying to use cans but prohibition stopped their attempts to try to perfect the packaging. Prohibition in the United States was a nationwide constitutional ban on the production, importation, transportation, and sale of alcoholic beverages from 1920 to 1933.

CLIPPED FROM: The Philadelphia Inquirer / Philadelphia, Pennsylvania
11 Dec 1933, Mon  •  Page 6

In the newspapers you can find small hints that canned beer was on the horizon and that they were working preemptively to show the industry why it would be of great use. The article below points out a valuable highlight of canned brew: the container will not break. I am sure that would have been most useful to saloons and bars of the time.

CLIPPED FROM: The Daily Mail / Hagerstown, Maryland
13 Jul 1934, Fri  •  Page 12

I was really glad to find one of the first advertisements for the canned Krueger’s Cream Ale. This was from a Richmond newspaper, where the beer was initially distributed with a 91% approval rating.

CLIPPED FROM: The Times Dispatch / Richmond, Virginia
27 Jan 1935, Sun  •  Page 6

I would like to highlight from the advertisement above that these cans were nothing like what we have today. It would be some years before a pull tab was invented. This creation looked more like that of a can of motor oil when opened.

The possibilities for distribution seemed endless:

CLIPPED FROM: The Greenville News / Greenville, South Carolina
07 Mar 1935, Thu  •  Page 4

After a few months of testing the waters, American Can and Kreuger Brewing decided to make it official and to roll out the sale of canned beer to all their territory.

CLIPPED FROM / The Journal Times / Racine, Wisconsin
12 Mar 1935, Tue  •  Page 17

The first distribution of cans in January 1935 totaled 2,000. By March, a few two months later, it jumped to 30,000 per day!

CLIPPED FROM: The Akron Beacon Journal / Akron, Ohio
27 Mar 1935, Wed  •  Page 25

It is interesting to see what other industries are affected by innovation. Some for the good…

CLIPPED FROM: Pittsburgh Sun-Telegraph / Pittsburgh, Pennsylvania
27 Apr 1935, Sat  •  Page 12

And for others, maybe not as much…

CLIPPED FROM: The Brooklyn Daily Eagle / Brooklyn, New York
15 Dec 1935, Sun  •  Page 33

Whichever your preference, bottle or can, the innovations of brewers to get their product to market has been an interesting journey and this is but one step in the journey,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.