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 Richmond.
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.
Within three months, over 80% 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.