Fehr's X/L Beer 12 Oz Tab Top Can

Fehr's X/L Straight Steel Tab Top

This 12-ounce straight steel tab top container represents a notable chapter in Ohio Valley brewing history. Produced during the transition into self-opening beverage packaging, this specific can is distinguished by its red lettering on the side panel, setting it apart from production runs featuring silver text. The front display showcases the circular Fehr's crest bearing the trademark "X/L" emblem alongside the motto "The Beer That Xcels," anchored over a bold red rectangular panel. The mandatory statement identifies Frank Fehr in Cincinnati, Ohio.

Fehr’s X/L—with the moniker representing "Extra Lager"—became famous across the region for its clever wordplay and memorable promotional campaigns. Marketed under classic slogans including "The Beer That Xcels" and "It's Always Fehr Weather," the brand established deep consumer loyalty as a dependable American lager. After postwar industry pressures caused major organizational shifts, the brand's production moved out of its original home market to remain viable on regional retail shelves.

The Frank Fehr Brewing Company was originally established in Louisville, Kentucky, in 1872 by German immigrant Frank Fehr. It grew into one of the largest brewing enterprises in the region, enduring Prohibition through diversification into non-alcoholic malt beverages, soda, and commercial ice. Although it regained substantial market share following Repeal, accelerating competition from national mega-brewers ultimately led to the closure of the Louisville brewery in the 1960s. Cincinnati's Schoenling Brewing Company subsequently acquired the Fehr's labels, brewing and packaging Fehr's X/L under the Frank Fehr name at their Cincinnati plant.

For breweriana enthusiasts, this can holds substantial crossover interest, seamlessly linking Louisville's heritage with the storied brewing history of the Queen City. Because of its distinct side-text variation and its role as an Ohio-produced continuation of a classic brand, it remains a favorite inclusion in mid-century tab top collections.