Massive displays like this one in a window of an A&P grocery store in Wilmington, Delaware, made seeing products like Sunnyfield Corn Flakes, Mello Wheat, and the store's own brand Ann Page Sparkle Gelatin Desserts unavoidable. Flat-top boxes and cans were ideal for floor, table, and window displays. Designers experimented with new shapes for packages, including the traditional beer bottle, to meet this need.
The Chug-a-Mug beer bottle was one of these experiments. It was packaged in a standard six-pack carton, but because all six sides were flat, it was much easier to stack than six-packs of traditional tall bottles. Large retail displays made possible by the Chug-a-Mug’s design made Rheingold brand beer more visible than other bottled beers. It brought Rheingold’s bottles into direct competition with canned beers, which already benefited from similar cartons.
Additional content in the Hagley Digital Archive: