Beer Beer 12 Oz Tab Top Can

Schell's Generic Beer Can

Produced by the historic August Schell Brewing Company of New Ulm, Minnesota, this 12 oz tab top can represents a classic artifact from the generic brand packaging phenomenon. Established in 1860 by German immigrant August Schell, the brewery holds distinction as the second-oldest continuously operating family-owned brewery in the United States and has long stood as a pillar of Upper Midwest brewing tradition.

During the rise of no-frills generic grocery products, regional breweries often produced private labels and plain-packaged lines. Schell participated in this market by canning straightforward generic offerings, including cans simply labeled "Beer" or "Beer Beer." The design features bold, unadorned typography set against a stark background, completely eschewing traditional brewery heraldry and decorative crests in favor of minimalist utilitarian branding.

The mandatory brewery credit identifies August Schell Brewing Co. in New Ulm, Minnesota, tying this no-name label directly to one of the most prominent regional producers in the country. For breweriana hobbyists, Schell's contract and private-label issues represent an engaging segment of regional collecting history.

Known variations exist across production runs, showing subtle differences in mandatory text formatting, seam marks, and side panel typography. The can remains a popular conversation piece among Midwest breweriana collectors and enthusiasts of mid-to-late 20th-century packaging history.