On January 24, 1935, the Gottfried Krueger Brewing Company of Newark, New Jersey, changed beer drinking forever when it introduced the first commercially available canned beer, a groundbreaking innovation that transformed the beverage industry. This development revolutionized how beer was packaged, distributed, and consumed, setting new standards for convenience and marketing while influencing consumer behavior for decades to come.
The early 20th century was a challenging time for American breweries, particularly during the Prohibition era from 1920 to 1933. With alcohol production outlawed, many breweries closed or shifted to producing non-alcoholic beverages to survive. When Prohibition ended in December 1933, breweries faced fierce competition as they raced to reclaim their market share. Innovation became critical to standing out, and packaging beer in cans emerged as a promising solution.
Before the advent of canned beer, glass bottles and draft systems dominated the market. Glass bottles, while effective, were heavy, fragile, and required significant storage space, while draft beer was limited to bars and taverns, making it less portable. The concept of canned beer had been explored since the late 19th century, but earlier efforts were stymied by technical limitations.
The breakthrough occurred when the American Can Company developed a durable, tin-plated steel can that could safely hold pressurized beer. This design addressed prior issues, as the cans could withstand the internal pressure of carbonation without bursting or affecting the beer’s flavor. Seeking a brewery willing to test their innovation, the American Can Company partnered with the Gottfried Krueger Brewing Company. In 1933, Krueger produced a test batch of canned beer and distributed it to loyal customers. The results were overwhelmingly positive, with more than 90% of participants praising the cans for their convenience, portability, and ability to preserve flavor. Encouraged by this response, Krueger decided to launch canned beer on a larger scale.
On January 24, 1935, Krueger’s Cream Ale and Krueger’s Finest Beer became the first canned beers to hit the market, debuting in Richmond, Virginia. The cans were distinctive, featuring bold branding that stood out from traditional glass bottles. Consumers quickly embraced canned beer for its numerous advantages. Cans were lightweight, stackable, and easy to open with a can opener. They were unbreakable, making them ideal for transportation and outdoor use. They were also more cost-effective to produce, transport, and recycle than glass bottles. Additionally, the airtight seal of the cans protected the beer from exposure to light, preventing the “skunky” flavors that could develop in bottled beer.
Following the success of Krueger’s launch, canned beer quickly gained popularity. By the end of 1935, over 200 million cans of beer had been sold across the United States. Other major breweries, including Pabst, Schlitz, and Anheuser-Busch, entered the canned beer market, further fueling its growth. This surge in popularity coincided with broader societal changes. As America became more industrialized and mobile, the portability and durability of canned beer made it an appealing choice for consumers. It became a common feature at picnics, ballgames, and outdoor events. During World War II, canned beer’s utility was further demonstrated when it was shipped to American troops overseas, reinforcing its value in both civilian and military contexts.
The introduction of canned beer was a transformative moment for the beer industry. It made beer more accessible to a wider audience, allowing breweries to expand their distribution networks to rural and remote areas where transporting glass bottles was impractical. The cans also provided an innovative platform for marketing, with their surface offering space for eye-catching designs, logos, and promotional messages that helped shape modern branding strategies.
Today, over 90 years after its debut, canned beer remains a dominant force in the beverage industry. Advances such as pull-tab and pop-top lids have made cans even more convenient, while craft breweries have adopted cans for their ability to preserve beer freshness and minimize environmental impact compared to glass bottles. What began as an ambitious experiment by the Gottfried Krueger Brewing Company has become a defining feature of the global beer market.
