On January 24, 1935, Krueger Brewing Co. of Newark, New Jersey, made history by releasing the first canned versions of Krueger’s Cream Ale and Krueger’s Finest Beer to the public. This innovation, following the successful trial of Krueger’s Special Beer in 1933, forever changed the way beer was packaged, sold, and consumed, paving the way for a global shift in the beverage industry.
The Birth of Canned Beer
The idea of canned beer had been considered as early as the 1900s, but it wasn’t until the end of Prohibition in 1933 that the concept gained traction. Advances in canning technology, including the development of a lining to prevent the beer from reacting with the metal, made it possible to package beer in cans without altering its taste.
Krueger Brewing Co., struggling to compete in the post-Prohibition market, took a bold gamble on this new technology. Partnering with the American Can Company, they developed a steel beer can that could withstand the pressure of carbonation while preserving the beer’s quality. The project began with a test run in 1933 of Krueger’s Special Beer, which was distributed to employees and friends of the brewery for evaluation. The response was overwhelmingly positive, giving Krueger the confidence to proceed with a broader release.
The Public’s Reaction
To gauge consumer interest, Krueger conducted an initial rollout of canned Krueger’s Cream Ale and Krueger’s Finest Beer in Richmond, Virginia, the farthest point in their distribution network. This location was chosen strategically to minimize potential backlash if the experiment failed. The results were extraordinary—91% of consumers approved of the canned beer, praising its convenience, freshness, and portability.
The success in Richmond led to a full-scale release on January 24, 1935, marking the first time beer was widely available in cans. This innovation appealed to consumers for its durability and unbreakable nature, making it perfect for outdoor activities and transportation.
Revolutionizing the Beverage Industry
The introduction of canned beer revolutionized the beverage industry. Cans were cheaper to produce, easier to transport, and more space-efficient than glass bottles. Additionally, they kept the beer fresh longer and eliminated the risk of breakage, further enhancing their appeal to both consumers and distributors.
By the end of 1935, other breweries followed Krueger’s lead, adopting canned beer as a standard. This packaging format quickly gained popularity, and today, canned beer accounts for a significant portion of the global beverage market, with billions of cans produced annually.
A Legacy of Innovation
The release of Krueger’s Cream Ale and Krueger’s Finest Beer on January 24, 1935, was more than a milestone for one company—it was a turning point for the entire beer industry. This innovation not only modernized the way beer was consumed but also set the stage for further advancements in packaging and marketing.
Krueger Brewing Co.’s bold gamble on canned beer not only saved their company but also created a legacy of convenience and accessibility that endures to this day, proving that sometimes the greatest risks yield the greatest rewards.
