Heileman's Old Style Light Lager Beer 12 Oz Tab Top Can

Old Style Light Can History

Produced by the G. Heileman Brewing Company in La Crosse, Wisconsin, the Heileman's Old Style Light Lager Beer can represents a celebrated chapter in Midwestern breweriana. Old Style was originally developed as the brewery's flagship label, distinguished by its heraldic crest and historic references to the traditional German kraeusening double-fermentation process.

As consumer demand shifted toward lighter offerings, G. Heileman expanded its portfolio with Old Style Light, adapting the familiar shield iconography to the lighter brand extension. The brewery's main facility in La Crosse gained nationwide attention for its giant exterior storage tanks, which were painted to resemble Old Style cans and promoted as the "World's Largest Six Pack".

Throughout the Upper Midwest, Old Style developed an enduring cultural presence, establishing an exceptionally loyal following across Wisconsin and the Chicago metropolitan area, where it became a classic ballpark and neighborhood tavern staple.

For breweriana collectors, this can exhibits graphic and print variations across different production runs. Known variations include differences in can company manufacturing marks, minor shifts in typography and mandatory text layout, and brewery city designations reflecting G. Heileman's regional expansion.