American beer in the 1960s was full of old breweries and old lagers. Popular national brands fought for consumer loyalty, while regional brands competed among themselves. Good advertising and slogans helped the lagers of the era stay in our homes and memories. Good old favorite beers like Budweiser to Olympia showcased the drinking trends and brewing styles of the decade.
1. Schlitz
A staple in the US during the 1960s, this is one of the most famous beers in the country. Run from Milwaukee, Wisconsin, its motto was ‘The Beer That Made Milwaukee Famous’ and it was a rival to Budweiser. It eventually fell from grace after a series of identity changes.
2. Hamm’s
Originating in St. Paul, Minnesota, Hamm’s was known for its tagline “Land of Sky Blue Waters,” which appeared on every can. It gained recognition in its ads for the Hamm’s Bear. With a consistent flavor, Hamm’s became popular with American lager drinkers.
3. Pabst Blue Ribbon
The working-class people’s beer was one of the few beers that remained popular in the 1960s. It also drew in some hippie and artistic types, making it a uniquely American story.
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4. Coors Banquet
By the 1960s, Coors Banquet was primarily sold west of the Mississippi River. Its near absence in the Eastern US turned it into a sought after brew for some beer drinkers. This regional nature helped give Coors a character that most of America knew.
5. Miller High Life
Miller High Life – were “The Champagne of Bottled Beers” The Milwaukee brand was strong in the 1960s and built its image on this iconic slogan. It was still a popular choice among American beer drinkers.
6. Olympia
It was especially popular in the Pacific Northwest and the west coast. The slogan, “It’s the Water” was used extensively in advertising. It gained a lot of regional recognition and stayed associated with local brewing practices.
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7. Budweiser
Budweiser was the dominant American beer throughout the 1960s. Anheuser-Busch had established itself as the national number-one selling brand in 1957 and continued expanding its reach. Its mass production and extensive advertising campaigns made Budweiser a household name.
8. Rheingold
Rheingold was a popular beer in the New York Tri-State area. Its annual Miss Rheingold advertising campaign drew publicity to the brand, making it part of the fabric of the local culture. Its loyal local following sustained it through the decade.
9. Iron City
Iron City Beer was based in Pittsburgh, Pennsylvania. An early-1960s unique feature of Iron City Beer was the open up can. The of being a regional brand that was based in Pittsburgh was able to sustain a strong regional following.
10. Falstaff
Located in St. Louis, Missouri, it was among the biggest and most popular breweries in America during the 1960s. Falstaff had the advantages of size and reputation, enabling it to keep up with the bigger breweries.
11. Schaefer
Schaefer had a loyal following in New York City and baseball (Brooklyn Dodgers, New York Mets). Its slogan, “the one beer to have when you’re having more than one,” gave the beer a laid back, party-oriented reputation that attracted many drinkers.
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12. Blatz
Blatz was a traditional Milwaukee beer that held on as a regional favorite through the 1960s, aided by Milwaukee’s longstanding beer manufacturing heritage. The brand was absorbed by larger brewing concerns over the years, but it continues as a well-known regional name.
13. Ballantine XXX Ballantine IPA
Original favorites in the Northeast, Ballantine XXX and Ballantine IPA were a variety of offerings that provided an alternative to the popular pale lagers of the time. Its ales and IPA would also become part of an early brewing trend that drew new attention during the craft beer boom.
14. Jax Beer
Jax Beer was well loved in the American South. Its tap roots in the South allowed it to go up against national brands and gain a foothold. Like many beers in the region, the classic American reluctance to drink something they’ve never heard of played in Jax’s favor.
15. Busch Bavarian Beer
Busch’s Bavarian Beer Anheuser-Busch launched this budget-friendly, punchy lager to be enjoyed daily. Busch’s links to a large brewing company got it to the hands of the buyer seeking a basic beer for less.
16. National Premium
National Premium was a regional brand based in Baltimore, Maryland. It had a loyal following in its home market at a time when local breweries had an important presence in American beer. Its market strength signaled the importance of regional brands.
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17. Meister Bräu
However, Meister Bräu was pioneering in its division of beer types to focus on a lighter beer concept when the concept of the lighter beer was still very much a niche. Its history provided an early indicator of how beer was going to change. In the 1960s, traditional lagers ruled.
18. Pearl
Pearl Beer emerged as a historic Texas name for a beer which came to have strong regional roots, as a familiar name across parts of Texas and the Southwest. The local roots of Pearl Beer set it apart from its national competitors.
19. Knickerbocker
Knickerbocker was a classic New York City beer, its name paying homage to the city’s Dutch roots. It struggled to find customers in a market that was filled with local brews. The fact that it was even part of the 1960s beer world shows just how many local options there were.
20. Buckhorn
Buckhorn was a value-priced, plain ol’ beer that was prevalent in Western and Midwestern bars. Its basic simplicity made it familiar to many customers who just wanted a simple beer. Similar to other regional brands, it relied on regional accessibility.
Conclusion
The beers of 1960s America were products of a national advertising industry and significant regional loyalty. But each of the beers on this list, from the reach-the-broadest to the most regional, became household names and local icons because of memorable branding and slogans. In these 20 tried-and-true beers we get a quick look at an era when national breweries and regional stalwarts defined America’s beer drinking history.
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