Old Cars Beer 12 Oz Tab Top Can

Old Cars Beer Iola '84 Commemorative

This 12-ounce aluminum tab top can was issued for the 1984 Iola Old Car Show and Swap Meet, cataloged under the caption "IOLA '84". The central graphic presents a stylized rendering of a vintage 1930s automobile parked against a backdrop featuring an evergreen tree and a scenic oval medallion. Along the right margin of the illustration, the text "1985 SHOW DATES — JULY 13-14" promotes the following year's gathering, illustrating how the can served both as a souvenir and as an promotional medium for upcoming automotive events.

The Old Cars Beer brand was introduced in 1982 through a partnership between the organizers of the Iola Old Car Show and the Stevens Point Brewery. Based in Iola, Wisconsin, the show had quickly grown into one of the largest automotive gatherings and swap meets in the nation, supported heavily by publisher Chet Krause and Old Cars Weekly. To celebrate the event and raise funds, organizers arranged for custom commemorative cans that featured distinct classic vehicle artwork each year. Sold directly to attendees, these cans became an annual tradition throughout the 1980s.

Stevens Point Brewery, located in Stevens Point, Wisconsin, handled the contract brewing and packaging for the annual series. Established in 1857 by Frank Wahle and August Ghebart, the brewery established a loyal following across central Wisconsin, famously providing beer to Union soldiers during the Civil War. During Prohibition, the company survived by manufacturing soft drinks and near beer before resuming traditional brewing operations in 1933. While post-war consolidation forced dozens of regional Midwestern breweries out of business, Stevens Point endured through community loyalty, regional distribution of its flagship Point Special, and flexible custom canning runs for festivals and special events. It remains one of the oldest continuously operating breweries in the United States.

Commemorative cans from this era occupy an interesting cross-collectible niche. Because Old Cars Beer was produced in limited runs specifically for show visitors, it appeals equally to vintage breweriana enthusiasts and classic car hobbyists who collect artifacts connected to the long-running Iola event.