Modern Beer Drinker

Driven by suburbanization, car culture, and greater disposable incomes, beer drinking after World War II transitioned away from the tavern into the privacy of people’s homes and to public social events.

In the early 1960s, American Can Company and Liebmann Breweries designed the Chug-a-Mug beer bottle as a self-sufficient, disposable glass alternative to cans. Liebmann marketed its Rheingold Extra Dry Lager in both Chug-a-Mugs and cans as ideal portable packages to complement the new active, modern lifestyle.

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