Drewrys Extra Dry Beer Flat Top Can

Drewrys Horoscope Series Taurus Can

The Can

This 12-ounce flat top container belongs to the mid-1950s horoscope promotion created for Drewrys Extra Dry Beer by Drewry's Ltd. of South Bend, Indiana. Each can in this colorful zodiac release highlights astrological signs with dedicated artwork, dates, and lighthearted personality summaries. On this orange panel variation, the astrological sign of Taurus ("The Bull", April 20th to May 20th) is featured prominently alongside a stylized white bull silhouette framed by five-pointed stars. The accompanying text outlines positive characteristics such as dependability, determination, and business acumen.

The Brand

Drewrys Extra Dry Beer was positioned as a crisp regional brew designed for everyday enjoyment and social gatherings. Marketed under playful slogans like "More Flavor, Less Filling, More Fun" and distinguished across decades by its iconic Canadian Mountie emblem and large stylized "D," Drewrys actively innovated can design during the 1950s. To capture consumer interest and encourage multi-can purchases for parties, Drewrys became famous for releasing decorative theme sets, including sports silhouettes, facial feature character sets, and zodiac horoscopes. Over time, ownership changes and shifting consumer preferences phased out the original product line by the late 20th century.

The Brewery

Drewrys originated in Winnipeg, Manitoba, founded in 1877 by Edward Lancaster Drewry. Following the repeal of Prohibition in the United States, the company established an American foothold to avoid import tariffs. In 1936, the company purchased the historic Muessel Brewing Company facility in South Bend, Indiana, modernizing the plant to expand Midwestern distribution. Drewry's Ltd., U.S.A. developed into a major regional brewing powerhouse, reaching peak production in the 1950s and 1960s. The company merged with Associated Brewing Company in the 1960s and was ultimately sold to G. Heileman Brewing Company, which closed the South Bend brewing facility in 1972.

Collecting Context

Drewrys set cans hold a prominent place in mid-century breweriana collecting. The horoscope series reflects the creative promotional strategies regional brewers utilized during the post-war era to compete with rising national conglomerates. Because the series was distributed with different astrological pairings and varied background hues, assembling a complete run represents an enduring pursuit for graphic set collectors.