Breunig's Lager Beer 12 Oz Tab Top Can

Breunig's Lager Beer Tab Top Can

This 12-ounce aluminum tab top can dates to the mid-1970s and represents a notable chapter in upper Midwestern brewing history. A key visual element on the lower body is an ornate, filigree-style scrolled cartouche highlighting the legacy slogan "4 GENERATIONS OF BREWING EXPERIENCE," positioned directly above the dual standard and metric volume marking ("CONTENTS 12 FL. OZS. 355 ml."). The bottom rim features the mandatory text identifying the beer as brewed and filled by the Walter Brewing Company in Eau Claire, Wisconsin.

The Brand

The Breunig's name originated with the Rice Lake Brewing Company in Rice Lake, Wisconsin, established and operated across multiple generations of the Breunig family. Positioned as a dependable, traditional Wisconsin lager, Breunig's commanded a loyal following throughout the northwestern portion of the state. By the early 1970s, however, Rice Lake was among the smallest breweries in the nation and struggled with skyrocketing ingredient and packaging costs alongside fierce price competition from national shipping brewers. Rice Lake Brewing closed in early 1974 and sold the brand name and formulas to Eau Claire's Walter Brewing Company, which continued to brew and distribute Breunig's Lager Beer for several years.

The Brewery

The Walter Brewing Company was founded in Eau Claire by members of the prominent Walter brewing family. The brewery survived Prohibition by producing legal near-beer and non-alcoholic beverages, successfully reopening for commercial lager brewing with the repeal of the Eighteenth Amendment in 1933. In the 1960s and 1970s, as midwestern regional breweries faced mounting pressure from national brewing giants, Walter attempted to stay viable by acquiring orphaned labels from shuttered competitors, incorporating several historic regional brands into its production lineup. Walter Brewing Company maintained operations until it finally closed its Eau Claire doors in 1985.

Collecting Context

This can serves as a classic artifact of the late independent brewing era in Wisconsin. For collectors of Wisconsin and Upper Midwest breweriana, cans from Walter's multi-brand acquisition period are especially interesting because they document the final stages of regional label migration before widespread industry consolidation wiped out dozens of long-standing local brands.