On this day in 1935, canned beer makes its debut through a partnership with the American Can Company, and the Gottfried Krueger Brewing Company. Delivering 2,000 cans of Krueger’s Finest Beer and Krueger’s Cream Ale to faithful Krueger drinkers in Richmond, Virginia, the beta test yielded a 91-percent approval rating.
By the late 19th century, cans were instrumental in the mass distribution of foodstuffs, but it wasn’t until 1909 that the American Can Company made its first attempt to can beer. This was an utter fail, as the cans could not stand up to the beer’s pressure, and the American Can Company would have to wait for the end of Prohibition in the United States before it tried again. Finally in 1933, after two years of research, American Can developed a can that was pressurized and had a special coating to prevent the fizzy beer from chemically reacting with the tin.
The purchase of cans, unlike bottles, did not require the consumer to pay a deposit. Cans were also easier to stack, more durable and took less time to chill. As a result, their popularity continued to grow throughout the 1930’s, and then exploded during World War 2, when US brewers shipped millions of cans of beer to soldiers overseas.
Today, canned beer accounts for approximately half of the $20 billion US beer industry. Not all of this comes from the big national brewers; recently, there has been renewed interest in canning from micro-brewers and high-end beer-sellers, who are realizing that cans guarantee purity and taste by preventing light damage and oxidation.
Prost. Zum Wohl.