Prior Lager Beer Flat Top Can

Prior Lager: Scheidt's Liquid Luxury

The Prior Lager Beer flat top can dates from the 1950s, capturing the post-World War II peak of American regional premium canning. Cataloged by the distinctive white bands that define its central panel against deep green borders, the can presents a deliberate break from standard commercial container graphics of the era. The face features a heraldic lion and unicorn supporting a circular green and white emblem centered on the lowercase brand lettering, complete with a bright red dot accent. Beneath the crest sits the brand's defining slogan, "Liquid Luxury". The upper green band carries the mandatory volume statement, "Contents 12 Fluid Ozs.," while the lower margin explicitly credits the brewing and packaging to the Adam Scheidt Brewing Co. of Norristown, Pennsylvania.

Prior was introduced during World War II out of necessity. When transatlantic trade was severed by the war, importing European lagers such as Pilsner Urquell became impossible. New York beverage importer Atlantis Importers partnered with Adam Scheidt to produce authentic European-style recipes on American soil. Scheidt brewed both a light lager and a dark formulation using high-grade ingredients to emulate traditional continental lagers. Marketed directly to upscale restaurants, hotels, and luxury passenger train dining cars, Prior quickly earned a reputation as a gourmet beverage. Decades later, following Scheidt's sale, Christian Schmidt Brewing Company maintained Prior as its super-premium flagship brand before the label was eventually retired.

The Adam Scheidt Brewing Company traced its beginnings to an 1860s brewing venture in Norristown. Charles Scheidt took control in 1870 and was later joined by his brother Adam, who assumed sole management in 1884. The firm navigated the Prohibition era by manufacturing sodas, near beer, and commercial ice, successfully keeping its facilities operational until Repeal. Resuming full production, Scheidt prospered with regional staples like Valley Forge Beer and Ram's Head Ale in addition to Prior. Intense post-war consolidation in the brewing industry eventually led to the sale of the brewery to Philadelphia-based C. Schmidt & Sons in 1954.

For breweriana collectors, this flat top serves as a prime representation of mid-century premium packaging. Unlike mid-century cans that relied on bold industrial typefaces or patriotic motifs, Prior's restrained color scheme and classical heraldry set an enduring standard for American-brewed European-style lagers.