Wieland's Extra Pale Beer Cone Top Can

Wieland's Extra Pale Cone Top

This 12-ounce low profile cone top can represents an early canning era for Wieland's Extra Pale Beer. The can features the mandatory "INTERNAL REVENUE TAX PAID" (IRTP) statement printed within a framed vertical rectangular panel along with "NET CONTENTS 12 FLUID OZ." and "SINCE 1852". Prominently featured inside the same panel is the brand's well-known promotional tagline: "Wieland's has the Flavor".

The Brand

The Wieland's brand traces its roots back to 1852, when German immigrant John Wieland established the Philadelphia Brewery in San Francisco. Over the late 19th and early 20th centuries, Wieland's Extra Pale became a household name across Northern California. Following the repeal of Prohibition, the brand was resurrected and heavily promoted across the West Coast. Marketing campaigns centered on its heritage and signature slogan, "Wieland's has the Flavor," which appeared extensively on billboards, printed promotional materials, bar openers, and packaging throughout the late 1930s and 1940s.

The Brewery

The can was produced for Pacific Brewing & Malting Co. of San Jose, California. The brewery operated out of the historic brewing facility originally established in San Jose in the late 19th century. After national Prohibition ended, the company revitalized several prominent regional pre-Prohibition labels, with Wieland's serving as its flagship offering. In the post-World War II period, the operation formally reorganized as the Wieland's Brewing Company before being purchased in 1952 by the Falstaff Brewing Corporation of St. Louis, which converted the San Jose plant into its primary West Coast brewing hub.

Collecting Context

Low-cone cans bearing the IRTP tax statement remain central to vintage Western breweriana collections. Because cone top production evolved through various spout profiles and mandatory text revisions, examples featuring specific slogan variations like "Wieland's has the Flavor" are key pieces for collectors focusing on pre-1950s California regional brewing history.