Let’s Have a Cold One

QUESTION: Ever since college, I’ve been a great lover of an ice cold beer. And today, with all the microbrews out there, I’ve become quite the beer afficionado. Along with enjoying a variety of beers—I even have a special refrigerator in my garage to keep my collection of microbrews cold—I’d also like to start collecting brewery memorabilia in earnest. I have a few items—coasters, bottle openers, and a variety of cans from various breweries. Can you help me get some direction to my collecting? There are so many items that I’m not sure where to start.

ANSWER: It’s appropriate that you’ve contacted me this week since the Fourth of July is probably the leading holiday at which people celebrate with cookouts and coolers of icy cold beer.

Beer has been a part of American culture since the first Virginia colonists began brewing ale from corn in 1587. Adrian Block & Hans Christiansen's brewhouse at the southern tip of New Amsterdam, now Manhattan, was the first brewery established in the New World. Ever since then breweries have opened all over America.



Michael Combrune published The Theory and Practice of Brewing in 1762. This was the first attempt to establish rules and principles for the art of brewing. In 1808, members of the Congregational Church in Moreau, New York, formed a temperance society. From that point forward, a major struggle between beer drinkers and those who disapproved began, culminating in Prohibition. Until the rise of these societies all over the country, the only competition breweries had was from whiskey manufacturers.

During Prohibition, breweries produced "near beer," a nonalcoholic beer, which people  greeted with a lukewarm reception at best. The breweries also made "health tonics," ice cream and many other products to keep themselves afloat during this time.

In 1935, the G. Kreuger Brewing Company of Newark, New Jersey, became the first brewery to sell beer in steel cans. That year, only about 25 percent of all beer sold was packaged in bottles and cans. Breweries sold the rest in kegs.

The breweries have always had competition, from other alcoholic producers as well as other breweries.  To beat the competition, they used strong print and media advertising campaigns, elaborate visuals, and colorful giveaways. They used everything from foam scrapers, brightly colored cans, distinctive bottle labels, neon signs, tip trays, cups, hats, shirts, serving trays and countless other items in an attempt to make the consumer remember one brand over another.



Today, the market for vintage brewery collectibles is hot. But there are so many different items that beginning collectors have a very good chance of finding ones to fit their tighter budgets.

First, a beginning collector should buy what he or she likes and can afford. Prices for these collectibles are all over the map, so focusing a collection is important from the start. To begin, a novice collector might build on what he or she already has or perhaps start in a new direction of interest. That can include beer bottles or cans, unique advertising signs, and even beer coasters from around the world. Often, these can be had for the cost of a cold beer.

Beginners should select a collecting theme early or risk accumulating too much material to handle. It's easy to start small, with something inexpensive like coasters, as long as the beginner always buys items in the best condition. Beginning collectors of brewery collectibles usually start with signs, trays and cans produced after Prohibition. Advance collectors collect the pre-Prohibition era material and usually zero in on the geographic area in which they live or grew up.




So what determines pricing for brewery collectibles? As with other antiques and collectibles, it’s condition, condition, condition," since most brewery collectibles have been used. Pristine examples can command high prices, and they can be difficult to find. While rarity is important, for collectibles where multiple examples exist, condition rules.



One of the priciest examples is the Clipper beer can, which sold on eBay for more than $19,000. Lithographic factory signs have sold for $7,500 to $15,000, die cuts for $1,000 to $2,500, tin lithographic serving trays for $250 to $1.000 and tip trays for $250. While these are the priciest items, there are lots of others selling for much less.. Signs with reverse painting on glass and calendars are especially prized by collectors.

The variety of brewery collectibles is astounding, so much so that they offer lots of possibilities for collectors at all levels. The bottles and cans produced today may someday be worth more than the contents they hold as will signs, lights, mirrors, tap handles, and labels.

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