Excell Pale Beer Flat Top Can

Excell Pale Beer Flat Top History

The Excell Pale Beer flat top can is a notable piece of California brewing heritage, produced by the Grace Bros. Brewing Company in Santa Rosa, California. Operating out of their Second Street facility in Sonoma County, the Grace family expanded their portfolio following the repeal of Prohibition by rolling out specialized regional brands alongside contract brews to compete with larger shipping breweries.

Excell Pale Beer was marketed with the prominent slogan "The Beer Of Quality," which was incorporated directly into the metallic lithography alongside clean, bold typography. Engineered for high shelf visibility across Northern California and neighboring Western markets, the can features graphic instructional side panels.

For breweriana collectors, variations of this flat top are known to exist across manufacturing runs. These design shifts typically involve differences in brewery mandatory statements, canning patent notices, and factory markings that evolved over production runs. Because regional labels from mid-century California breweries were distributed in far lower volumes than national brands, the Excell Pale Beer flat top remains a sought-after piece for West Coast breweriana historians.