The history of beer in America goes back centuries, changing with the cultural and social fabric of the nation.  The earliest European settlers in the 17th century who landed at Plymouth Rock in 1620 brought beer with them from England. They immediately began growing their own ingredients like barley and hops. Eventually they used local grains such as maize. Due to their availability in colonial America, beer was common in households and taverns. It was safer to drink than local water, which could be contaminated. 

In this column I am going to explore the evolution of the beer can. The idea of putting beer in a can came to light during the early part of the 20th century However the journey to commercially successful beer cans was loaded with challenges. Breweries and manufacturers grappled with issues related to the quality of beer and the metallic taste from the steel cans.

When prohibition ended in 1933, the interest in canned beer was reignited. The advancements in materials and canning technology had made the idea more feasible. The American Can Company continued its research and development. In 1935 they partnered with the Krueger Brewing Company of Newark, NJ, to produce the first successful beer can. On January 24th, 1935, Krueger cream ale and Kruger’s finest beer were introduced to the market in flat top cans. Their cans required a special opener called a “church key” to puncture the top. The public’s response was overwhelmingly positive, and the success of the beer would pave the way for other breweries to follow suit. During World War 2 the beer cans gained even more prominence. The US military recognized the practical advantages of canned beer for troops stationed overseas breweries ramped up production and supplied beer to the armed forces making the beer can’s place in America solid.

The end of World War II brought innovations in beer can design and technology. In 1958, the Coors Brewing Company introduced the first all-aluminum beer can. Aluminum cans were lighter, more resistant to corrosion and easier to recycle than the steel counterparts. In 1962, the Pittsburgh Brewing Company made another significant advancement. They introduced the pull tab that eliminated the need for a church key. This innovation was quickly adopted by other breweries further enhancing the convenience of canned beer.

Those beer cans became more popular as the environmental impact began to surface. Something had to be done about the rise of disposable factors that lead to an increase in litter and waste. In response, the beverage industry and environmental group promoted recycling – the introduction of deposit return schemes and recycling curbside programs in the 1970s and 1980s helped mitigate environmental impacts of the beer can.

Modern beer cans show advances in technology and changing consumer preferences and often feature innovative designs and artwork that reflects the branding and general identity of the breweries. The rise of smaller craft breweries also contributes to the diversity of beer cans styles and sizes on the market. One environmental favorable recent edition is the advent of the state tab OK which features the tab that remains attached to the can and after opening, reducing litter and improving safety.

When I was in college I was introduced to a brilliant marketing campaign by the Coors Brewing Company. The company was founded in 1873 by German immigrants in Golden, Colorado. However, it was more regional beer because their beer was only available in the western United States. That limited area of sales created a mystique around the brand. If you lived on the east coast, finding a beer can of Coors was the holy grail. My friend John had traveled through California for part of the summer had called me up saying he has a treat he’s bringing back to the East Coast. Four days later he arrived in Binghamton with a trunk full of ice-cold Coors beer cans. During the drive from Colorado, he stopped frequently to add more ice to the trunk cooling the few cases of Coors in the trunk. We thoroughly enjoyed it. It was not until the mid-1970s that Coors began expanding nationwide and by 1985 it appeared in all fifty states making it the first national brand to achieve this milestone.

Hudson Cooper is a resident of Sullivan County, a writer, comedian and actor.