Fehr's X/l Beer Crowntainer

Fehr's X/L Beer Crowntainer

Manufactured during the mid-twentieth century, this 12-ounce Crowntainer represents one of the most recognizable packaging styles utilized by the Frank Fehr Brewing Company of Louisville, Kentucky. Carrying the mandatory Internal Revenue Tax Paid (IRTP) statement on its side, the can dates to the 1940s when two-piece drawn-steel Crowntainer vessels developed by Crown Cork & Seal offered regional brewers a durable alternative to standard flat tops. The label design directly celebrates Louisville’s equestrian tradition, featuring an action scene of thoroughbred racehorses and jockeys in full gallop underneath the brand's shield emblem.

Fehr's X/L—short for "Extra Lager"—served for decades as the flagship offering of the brewery. Positioned as a premier regional brew, the brand leaned heavily on clever wordplay with slogans such as "The Beer That Xcels" and "It's Always Fehr Weather". By aligning its advertising with the Kentucky Derby and local racetrack culture, Fehr's built strong brand loyalty throughout Kentucky and the wider Ohio River Valley.

The Frank Fehr Brewing Company was established in 1872 by German immigrant Frank Fehr on East Liberty Street in Louisville. The enterprise grew rapidly through the late nineteenth century to become the largest brewing operation in Kentucky and one of the largest in the South. Although Prohibition forced a halt to beer production, the Fehr family modernized the facility and successfully reopened upon repeal in 1933. The independent brewery remained a dominant local fixture until mounting pressure from national shipping breweries and changing market conditions forced it to close in 1964.

For breweriana enthusiasts, this Fehr's container is an appealing crossover piece bridging sporting memorabilia and vintage packaging history. The combination of classic seamless Crowntainer engineering and vivid horse racing imagery makes it a standout artifact from the golden age of American regional brewing.