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Budweiser mastered the mass-marketing of beer across America. And Miller gave us the first mainstream "lite" beer, creating a nationwide sales phenomenon. But Coors gave us the aluminum can.The Rocky Mountain News reported that yesterday marked the 50th anniversary of Coors unveiling the U.S. beer industries "first seamless, recyclable aluminum beer can." Previously, beer was canned in tin containers that were hard to recycle and tainted the beer's taste. Industry transition to the now ubiquitous aluminum can didn't happen overnight -- other brewers with entrenched interests objected -- but eventually the entire steel beverage can industry was rendered obsolete.
To this day, Coors owns and helps operate the nation's largest aluminum can manufacturing plant. And in today's "go green" world, Coors also likes to remind us that in 1959, immediately after introducing the aluminum can, "Coors launched a recycling revolution by offering a penny for every can returned to the brewer." As they succinctly state in their environmental stewardship brochure: "We invented the recyclable aluminum can."
So Coors may or may not have been the alcoholic beverage of choice that caused that vagrant you see collecting aluminum cans to live on the street, but they're definitely the ones who helped give him a second chance!
What?! Too soon? Come on, it's been 50 years! Happy golden anniversary to Golden, Colorado's aluminum can.
[via Rocky Mountain News]
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1-24-2009 @11:14PM Susan Stewart said... See http://www.beercanhouse.org/ for what used to happen to the pre-aluminum cans in Houston. Recent restoration of the Beer Can House required the assistance of many vintage beer collectors and their donated pull tabs.
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