Drewrys Extra Dry Beer Flat Top Can

Drewrys Virgo Horoscope Flat Top

This 12-ounce flat top can represents one of the most inventive mid-century packaging promotions: the Drewrys "Horoscope" series issued during the late 1950s. The illustrated panel showcases a vibrant red field dedicated to "VIRGO THE VIRGIN" (August 24th to September 22nd), featuring an astrological personality profile praising traits of perfection, skill, and aesthetic taste. Below the description is a stylized white line illustration of the maiden holding a leafy sprig amidst decorative constellation stars. While Drewrys manufactured the bulk of its set cans at its primary Indiana plant, this particular can bears the Chicago, Illinois mandatory text, distinguishing it as an urban packaging run.

Drewrys Extra Dry Beer was positioned as an approachable, crisp Midwestern lager, often promoted with historical branding citing "A Famous Name Since 1877". In the post-war era, regional brewers faced increasing pressure from national shipping breweries. To capture consumer attention on retail shelves and encourage party purchases, Drewrys pioneered themed, multi-can series. In addition to the astrological zodiac signs, Drewrys introduced sets featuring sports silhouettes and facial character readings. These colorful, interactive containers provided lively conversation pieces for gatherings and helped maintain steady retail momentum for the brand throughout the Great Lakes region.

Drewrys Ltd., U.S.A. traced its brewing lineage back to Manitoba, Canada, before establishing a dedicated American operation in South Bend, Indiana, in 1936 following the repeal of Prohibition. To expand output and strengthen its Midwestern footprint, the company acquired Chicago brewing facilities in the early 1950s. Drewrys maintained strong regional volume for decades until rapid brewing industry consolidation led to its merger with the Associated Brewing Company in the mid-1960s, ultimately resulting in the eventual idling of its production plants.

Among vintage can collectors, the Drewrys zodiac series is regarded as a classic highlight of 1950s graphic design and set building. Collectors actively search for the various astrological signs and their corresponding color schemes. The Chicago brewery variations are particularly sought after by breweriana hobbyists, as they were produced in far fewer numbers than the South Bend versions, making this red Virgo can a standout centerpiece of mid-century set collecting.