Brown Derby – The $93,000 Can That Shocked Everyone
Vintage beer cans, including rare Brown Derby examples from the 1930s, have become highly sought-after collectibles, with some reportedly commanding significant prices in the collector’s market. Brown Derby was first produced after Prohibition in 1933 for West Coast Grocery, but by the 1950s, it was being exclusively sold in Safeway stores. Despite its success, changes in ownership and market dynamics led to the discontinuation of Brown Derby Lager in the late 1980s, when it was discontinued after Safeway sold stores to Vons.
The beer was a favorite with students, for example, not just because it was cheap, but also because it had puzzles underneath the bottle caps. This clever marketing gimmick helped build brand loyalty among younger consumers who appreciated both the value and the entertainment factor. The low price and quality of Brown Derby Lager made it a popular choice among consumers, leading to such high demand that Humboldt Brewing couldn’t keep up with production. To meet this demand, Safeway contracted with different regional breweries over the years to continue production.
Olympia Beer – “It’s The Water” But The Water Ran Out
Olympia Beer is actually America’s 26th oldest beer, hailing from way back in 1895, when it was created by a man named Leopold Schmidt in the form of the “Capital Brewing Company,” which later became the “Olympia Brewing Company” in 1902. This business had quite a journey, changing hands a number of times until finally, it was purchased by the beer giant Pabst in 1980. For decades, Olympia dominated the Pacific Northwest beer scene with its memorable slogan celebrating the pristine Tumwater water source.
Some cite the drink’s eventual decline as beginning with the closing of the Tumwater brewery, which meant that the beer no longer benefitted from Tumwater’s tasty natural well water. Due to its discontinuation, Olympia Beer is hard to get a hold of these days, but the company has at least issued a statement on Instagram about a potential return to Tumwater, saying that it “remain[s] hopeful that we can bring our beloved beer home someday.” The loss of its signature water source proved to be a fatal blow to a brand that built its entire identity around that one natural advantage.
Stag Beer – The Confident And Capable Choice
Fans have cited things like a nice grainy aroma and Stag’s thin but lasting head as reasons they enjoyed it. It’s been known to some as a solid beer with a simple, yet satisfying flavor profile. With a focus on strong hops, which can really influence the flavor of a beer, Stag advertised itself as a drink for the “confident and capable” with an eye toward appealing to American sports fans everywhere. The brand’s marketing strategy clearly resonated with consumers who appreciated its no-nonsense approach.
The name brings to mind that proud beast of the forest, the deer, which is actually thanks to the winning idea of one customer who entered and won an early naming contest for the beverage. But unlike other breweries, its maker, Western Brewing Company, recovered with alacrity when the ban ended. At the height of its popularity, the beer was sold in 22 states around the U.S. Unfortunately, information is scarce, but it looks like it might have been discontinued again.
Schaefer Beer – “The One Beer To Have When You’re Having More Than One”
Fans have loved Schaefer for its value pricing, making it the kind of “mow-your-lawn” beer to enjoy cold during a break in yard work on a hot summer day. One reviewer remarked on its exceptional appearance, calling it a “movie prop beer” after pouring it into a tall glass. Schaefer used to be known by its clever tagline, “The one beer to have when you’re having more than one!”
But you know how these things go by now – the copyright to Schaefer was eventually picked up in the early 1990s by Pabst, and Schaefer Beer’s popularity dwindled. Fortunately for New Yorkers, Schaefer made a fairly recent comeback in 2023, though it’s now brewed only by F.X. Matt Brewery, located in upstate New York. This limited regional revival gives hope to fans of other discontinued brands, though it remains a shadow of its former widespread availability.
Bud Dry – The Answer To The Dry Beer Craze
Bud Dry was Bud Light’s pale ale cousin and Anheuser-Busch’s answer to Michelob Dry. This pale lager was introduced at a time when dry beers like Michelob Dry were starting to make a splash in the market, largely influenced by Japanese innovations like Asahi Super Dry. It first appeared in the United States in April 1990, brewed by Anheuser-Busch at its iconic St. Louis brewery in Missouri.
The dry beer trend was supposed to be the next big thing in American beer, promising a crisp, less-sweet profile that would appeal to sophisticated palates. Anheuser-Busch launched Bud Dry to capture the growing interest in beers with a crisp, less-sweet profile, positioning it between the classic Budweiser and the lighter Bud Light. However, the dry beer craze proved to be a short-lived phenomenon, and Bud Dry quietly disappeared from shelves as consumer preferences shifted elsewhere.
Miller High Life Lite – The Lighter Champagne Of Beers
Miller High Life Lite debuted in the United States in 1994 at the Miller Brewing Company’s historic facility in Milwaukee, Wisconsin. Developed as a lighter alternative to the iconic Miller High Life, which was long celebrated as “The Champagne of Beers,” this version aimed to meet the growing demand for low-calorie, lower-carbohydrate options without sacrificing flavor. By using the same traditional brewing techniques as its full-calorie counterpart, Miller High Life Lite was designed to deliver a crisp, refreshing taste in a lighter body, appealing to health-conscious drinkers. With just 4.1% alcohol, this light version of the popular Miller High Life was produced from 1994 through 2021.
Miller High Life Lite carved out a niche among health-conscious consumers looking for a balanced beer they could enjoy without adding carbs and calories. The beer represented Miller’s attempt to capitalize on the light beer revolution without cannibalizing sales of their flagship Miller High Life brand, but ultimately couldn’t maintain enough market share to justify continued production.
Keystone Ice – The Ice-Brewing Innovation
Keystone Ice beer was an experimental beer from the Pabst Brewing Company first introduced in 1989. Crafted in the tradition of American value beers, Pabst brewers used a unique process that set it apart from other beers. First, they partially froze the beer and removed the ice to concentrate its flavor, creating the unusual Keystone Ice flavor. This ice‐brewing method produced a crisp, clean taste with a slightly higher punch than its standard counterparts.
As the mid‑90s ice beer craze died down and the average beer drinker moved toward more mainstream light lagers, sales began to decline. Eventually, in 2021, Keystone Ice was discontinued, leaving behind memories of a time when breweries were bravely experimenting with new techniques and bold flavors. Launched to capture the growing consumer interest in ice beers such as competitor labels Bud Ice and Miller Ice, Keystone Ice offered a refreshing, affordable alternative for budget‐conscious drinkers. Despite an enthusiastic start and a loyal fan base, Keystone Ice eventually fell victim to evolving beer market preferences.
Magnum Malt Liquor – Pabst’s Powerful Punch
Magnum Malt Liquor was brewed by the Pabst Brewing Company at one of its Milwaukee facilities. Pabst later became part of the Miller Coors family. Pabst introduced this budget-friendly beer during a time when American drinkers wanted a little more punch in their lagers. The higher alcohol content and affordable price point made Magnum attractive to consumers looking for more value per dollar in their beer purchases.
For nearly a decade, Magnum Beer managed to build a modest following among consumers who appreciated its daring taste and higher alcohol content compared to its mainstream counterparts. However, as the craft beer revolution gained momentum and lighter, more accessible options began to rule the shelves, sales steadily declined. By the early 2000s, sales were down, and increasing competition forced Pabst to discontinue Magnum Beer in 2021.
Pete’s Wicked Ale – The Craft Beer Pioneer That Couldn’t Survive
Apparently, back in the late 1970s, enthusiastic American homebrewer Pete Slosberg was a big fan of that hoppy, nutty, full-bodied drink, and in an attempt to replicate it for U.S. beer-drinkers, he created his own version, which he called Pete’s Wicked Ale. Pete’s Wicked Ale, produced by Pete’s Brewing Company, hit the market in the 1980s and was a major success. Americans appeared to revel in the new style of beer, because in the decades before, most beer on the market had been mass-produced lager. In fact, Pete’s Wicked Ale was part of a movement dubbed the American Craft Beer Revolution. At one point, it was among the biggest names in the craft beer industry, alongside Boston Beer Company.
One of the pioneers of the 1990s craft beer movement in the US, Pete’s was for a time one of the biggest craft breweries around and one of the first to get national distribution. However, they closed their doors and as of March 2011, Pete’s was no more. The brand’s demise serves as a cautionary tale about how quickly even successful craft beer pioneers can fall victim to an increasingly competitive market.
Falstaff – The Shakespeare-Inspired Brewing Giant
That’s why in the early 1900s, St. Louis-based Lemp Brewery decided to rebrand as the Falstaff Brewing Company. What better way to market your beer than through the beloved character of a man who couldn’t get enough of it? Falstaff, which was a slightly sweet, grainy, slightly bitter, generic-tasting lager, stood the test of time through the 20th century, becoming a national hit. By the 1960s, it was one of the biggest brewers in the whole of the U.S. It landed in some trouble from the 1970s onwards, with several of its breweries closing their doors, but the beer was still a hit with the American public.
In the 1960s, Falstaff was the third-largest beer brand in the U.S. and a fixture at ballparks and backyard barbecues. You cannot get the beer anymore, but you can own this nostalgic sign from Walmart. After alcohol became completely legal again in 1933, Falstaff built itself into a national brand by buying out failed beer companies’ facilities in St. Louis and around the U.S. That strategy proved overly complicated and costly, however, and Falstaff steadily lost market share to its more efficiently run crosstown competitor, Anheuser-Busch. The last Falstaff Brewery in St. Louis stopped making beer in 1977, and operations limped along – produced by contracted breweries – until 2005.
Billy Beer – The Presidential Brother’s Folly
Making beer since 1905 but on the verge of collapse in 1977, Louisville, Kentucky company Falls City Brewery set out to save itself with what seemed like a couldn’t-miss proposition. It enlisted Billy to lend his name to a new brew called Billy Beer. Per Mental Floss, Carter allegedly received $50,000 for the use of his name and to promote the beer. Cans came adorned with his signature and a quote attributed to him: “I had this beer brewed up just for me. I think it’s the best I ever tasted. And I’ve tasted a lot.”
Carter was as detrimental to the product’s marketing as he was an asset. At times, he’d get inebriated at public events and declare that he actually wasn’t a huge fan of his own beer. A lot of consumers bought Billy Beer out of curiosity, but not nearly enough stayed with it. It didn’t save Falls City, which went out of business just a year later in 1978. The brand became more of a novelty item than a serious beer, proving that celebrity endorsements can sometimes backfire spectacularly.
Hamm’s Special Light – The Minnesota Midwest Favorite
Hamm’s Special Light was born in the heart of Minnesota, a state with a deep brewing heritage, and became part of the Miller brand in 1999. Brewed by one of the first commercial breweries in America, Hamm’s Brewery in St. Paul, which dates back to 1865, Hamm’s Special Light emerged as a lighter alternative to the classic Hamm’s Lager. At a time when consumers wanted beers that offered fewer calories without sacrificing flavor, Hamm’s Special Light was created to capture that growing market. Its crisp, refreshing taste and easy drinkability proved popular with beer enthusiasts in the Midwest, who had long admired Hamm’s reputation for quality and authenticity.
The beer’s lighter marketing profile was designed to appeal to a new generation of drinkers looking for a more moderate option at social gatherings and casual get-togethers. Hamm’s Special Light was a beloved choice for over twenty years, riding the wave of America’s shifting tastes toward light beers. Despite its regional success, the brand eventually succumbed to market pressures and brewery consolidation that left little room for mid-tier light beer brands.
Extra Gold Lager – Coors’ Golden Experiment
Extra Gold Lager, formerly known as Coors Extra Gold, hit the market in the mid-1980s and was promoted thoroughly throughout the early 1990s. This Coors variant represented the company’s attempt to capture consumers looking for something different from their standard offerings during a period when beer drinkers were becoming more adventurous. The golden color and marketing campaign suggested a premium product that would appeal to consumers seeking something more upscale than regular Coors but not as expensive as imported alternatives.
Unfortunately, Extra Gold couldn’t find its niche in an increasingly competitive market where craft beers were beginning to offer truly distinctive flavors and experiences. The brand disappeared quietly as Coors focused its resources on more successful product lines like Coors Light. Today, finding any trace of Extra Gold Lager has become a quest for the most dedicated beer archaeologists, with vintage cans occasionally surfacing at estate sales or antique shops.
The Current Beer Landscape And What Brewers Say
2024 was the first year since 2005 that the number of breweries that closed outpaced brewery openings nationwide. Over the year, 430 new breweries opened while 529 closed. Although openings declined for the fourth consecutive year – reflecting a maturing and highly competitive industry – the closure rate remained relatively low at approximately 5%. “In a mature market, not every year is going to be defined by substantial growth,” said Matt Gacioch, the Brewers Association’s staff economist.
“Craft has been going through a painful period of rationalization as demand growth has slowed and retailers and distributors look to simplify their offerings or add options for flavor and variety outside of the craft category,” said Bart Watson, vice president of strategy and membership, Brewers Association. “That said, breweries have reacted to these changes by focusing on distribution, continuing to innovate in their taprooms and brewpubs, creating groups and partnerships, and offering a wider range of beverages in their portfolios.” This market rationalization explains why so many beloved brands from previous decades have vanished – only the strongest and most adaptable survive in today’s environment.
