Canned beer makes its debut on January 24, 1935. 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.
By: History.com Editors
1935
First canned beer goes on sale
Published: November 24, 2009
Last Updated: January 24, 2025
How the Beer Can Was Saved from Extinction
Love it or hate it, the beer can is an iconic part of American culture. But there was a time when the beer can was almost made extinct.
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 unsuccessful, 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 concept of canned beer proved to be a hard sell, but Krueger’s overcame its initial reservations and became the first brewer to sell canned beer in the United States. The response was overwhelming. Within three months, over 80 percent of distributors were handling Krueger’s canned beer, and Krueger’s was eating into the market share of the “big three” national brewers–Anheuser-Busch, Pabst and Schlitz. Competitors soon followed suit, and by the end of 1935, over 200 million cans had been produced and sold.
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 1930s, and then exploded during World War II, when U.S. brewers shipped millions of cans of beer to soldiers overseas. After the war, national brewing companies began to take advantage of the mass distribution that cans made possible, and were able to consolidate their power over the once-dominant local breweries, which could not control costs and operations as efficiently as their national counterparts.
Today, canned beer accounts for approximately 60 percent of the $45 billion U.S. beer industry. Not all of this comes from the big national brewers: Recently, there has been renewed interest in canning from microbrewers and high-end beer-sellers, who are realizing that cans guarantee purity and taste by preventing light damage and oxidation.
Timeline
Also on This Day in History
Discover more of the major events, famous births, notable deaths and everything else history-making that happened on January 24th
Related Articles
Food
7 Foods Developed by Native Americans
These dietary staples were cultivated over thousands of years by Indigenous peoples of America.
Food
8 Defining Moments in the History of the Chocolate Chip Cookie
Born at New England's Toll House Restaurant, chocolate chip cookies quickly rivaled apple pie as America's favorite sweet treat.
Food
How Coffee Fueled US Troops During World War II
Coffee increased energy and alertness on the battlefield, improved morale and was even used by medics to help prevent shock.
Food
Famous Amos: The Rise and Fall of a Cookie Empire
Wally Amos parlayed his aunt's chocolate chip cookie recipe into a gourmet snack food juggernaut.
About the author
HISTORY.com works with a wide range of writers and editors to create accurate and informative content. All articles are regularly reviewed and updated by the HISTORY.com team. Articles with the “HISTORY.com Editors” byline have been written or edited by the HISTORY.com editors, including Amanda Onion, Missy Sullivan, Matt Mullen and Christian Zapata.
Fact Check
We strive for accuracy and fairness. But if you see something that doesn't look right, click here to contact us! HISTORY reviews and updates its content regularly to ensure it is complete and accurate.
Citation Information
- Article title
- First canned beer goes on sale
- Author
- History.com Editors
- Website Name
- History
- Date Accessed
- March 24, 2025
- Publisher
- A&E Television Networks
- Last Updated
- January 24, 2025
- Original Published Date
- November 24, 2009
History Every Day
Sign Up for "This Day in History"
Uncover fascinating moments from the past every day! Learn something new with key events in history, from the American Revolution to pop culture, crime and more.
By submitting your information, you agree to receive emails from HISTORY and A+E Global Media. You can opt out at any time. You must be 16 years or older and a resident of the United States.
More details: Privacy Policy | Terms of Use | Contact Us
