17 Classic 1960s Beers That Disappeared Into the Brew-iverse
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The 1960s were a time of bold experimentation and iconic beverages, but many classic beers from that era have disappeared due to constant changes in craft brewing and tastes. According to the Brewers Association, the total number of U.S. operating breweries was 9,906 in 2023, with 495 new brewery openings and 418 closings.
Openings decreased for a second consecutive year, reflecting a more mature market. Meanwhile, the closing rate increased in 2023 but remained relatively low, at approximately 4%.
As national brands dominated the beer market, many regional beers disappeared into obscurity, leaving only memories and old advertisements behind. Here are 17 classic 1960s beers that have disappeared into the brew-iverse.
Schaefer Beer
Founded in 1842, F&M Schaefer Brewing Company became one of the most successful breweries in the U.S. by the mid-20th century. Schaefer Beer enjoyed significant popularity during the 1960s because of its consistent quality and easy-drinking lagers.
However, changing consumer tastes and increased competition from larger breweries contributed to its decline. By the 1970s, Schaefer’s sales plummeted, and the company was sold before its flagship beer disappeared from the marketplace.
Rheingold Beer
Rheingold Beer was once an icon in New York. The Liebmann Brewery brewed it, and it has been in the general reach of consumers for over a hundred years. The smooth taste and catchy ads helped this beer to take a top spot among regional beers.
During the 1950s and 1960s, Rheingold was to become a nationally successful brand, with this crisp lager appealing widely to many. Despite being deeply rooted in the community and enjoying considerable expansion, it competed fiercely with more prominent, recognizable national brands.
Ballantine Ale
The P. Ballantine and Sons Brewing Company brewed Ballantine Ale in Newark, New Jersey. Their ales gained quite a good reputation throughout the Northeast. They gained more fame when they developed an oak-aged flavor, which made the brand different from its competitors.
The brewery expanded in the 1960s and enjoyed significant success with other products, such as Ballantine IPA. This full-bodied ale won a great following among connoisseurs of the brew.
Red Top Beer
Brewed by the Red Top Brewing Company of Cincinnati, Ohio, Red Top Beer was among the most popular brews throughout the Midwest during the 1960s. It was crisp in taste and smooth on the finish, marketed as an easy-drinking lager for all occasions.
In the middle of the 1960s, the brand was earning some very impressive sales figures of over half a million barrels annually. The beer’s popularity was due to its unpretentious character and economy, which made it as popular with the blue-collar worker as it was with the family man.
Pabst Blue Ribbon (PBR)
Pabst Blue Ribbon, previously Best Select, has a rich history dating back to 1844. During the 1960s, PBR gained more popularity due to its affordable price and crisp taste, making it accessible to almost all American homes.
Due to this, it obtained a strong fan base among blue-collar working people and within counterculture movements. This brand’s ease of drinking lager made it quite popular in social gatherings and parties.
Piels Beer
Piels Beer was a much-loved New York lager brewed by Piels Brothers Brewery, which had its roots in Brooklyn starting in 1881. In the 1960s, Piels enjoyed significant prominence in the Northeast with light, easy-drinking lagers.
Piels also developed a powerful brand presence through its unforgettable advertising jingles and slogan, “Piels, the beer with the taste of the moment.”
Olympia Beer
Olympia Beer was a true Pacific Northwest icon, brewed by the Olympia Brewing Company, founded in 1896. “It’s the water” was the brewery’s slogan, meaning the purity of the water source used in brewing helped define the beer’s clean, crisp taste.
Olympia gained a loyal following throughout the 1960s and became a beloved regional favorite. It gained a reputation for smooth, refreshing lagers, standing out in a crowded marketplace of beers.
Narragansett Beer
Narragansett Beer, brewed by the Narragansett Brewing Company, founded in 1890, was a regional favorite of New England into the 1960s. Its easy-drinking lagers earned it a loyal following; its smooth taste is enjoyed by casual drinkers as well as beer enthusiasts.
By the 1960s, Narragansett was the number one beer seller in Rhode Island and New England. Strong regional ties and a growing following cemented its position as a regional juggernaut.
National Bohemian (Natty Boh)
Better known as Natty Boh, National Bohemian beer was a Baltimore favorite brewed by the National Brewing Company. Founded in 1885, Natty Boh became a staple by the 1960s, when almost 90% of its sales occurred in Baltimore.
The beer was smooth and light in lager, perfect for informal social functions and thus gaining a devoted following. Its quirky logo, with its single eye on a bearded man, symbolized the city. However, as national beer tastes changed, Natty Boh’s visibility declined.
Lucky Lager
Lucky Lager was a Californian favorite brewed by the General Brewing Company, established in 1933. Its success was rather quick to come by in California.
By 1937, Lucky Lager was the second-best-selling beer in the state. Its crisp and clean taste quickly became associated with the iconic red, white, and blue can standing out on store shelves. Its crisp lager helped it become the beer of choice for countless West Coast drinkers.
Hamm’s Beer
Hamm’s Beer, brewed by the Theodore Hamm Brewing Company in St. Paul, Minnesota, was a popular American lager founded in 1865. By the 1960s, Hamm’s had become a household name, particularly at barbecues and social gatherings.
With its crisp taste and catchy slogan, “From the land of sky-blue waters,” Hamm’s symbolized Midwestern pride.
Hudepohl Beer
Hudepohl Beer, brewed by the Hudepohl Brewing Company of Cincinnati, Ohio, was a regional favorite from the 1960s onwards. The company, established in 1885, popularized lagers and cream ales, especially in the Ohio Valley.
Hudepohl had a relatively strong presence in its regional market and was often considered a real competitor to national beer brands. A commitment to quality and value helped make the brewery one of the most popular in the 1960s. The brewery was eventually bought out, and Hudepohl Beer faded from the shelves.
Drewry’s Old Stock Ale
Drewry’s Brewery, founded in Wheeling, West Virginia, was best known for Drewry’s Old Stock Ale, a rich malt-flavored ale that became very popular with beer aficionados. The company’s dedication to high-quality beer quickly made it a popular brand throughout the Midwest.
Drewry’s Old Stock Ale became synonymous with a full-bodied, rich taste—a departure from lighter lagers that saturated the market. However, Drewry’s struggled to keep up with changing tastes, and national breweries gained a larger market share.
Goebel Beer
Goebel Beer, brewed by the Goebel Brewing Company headquartered in Detroit, Michigan, became a staple by the 1960s, among other beers. It started operations in 1873, during which Goebel manufactured several quality lagers along with memorable ad slogans, such as “Goebel, the Goebel beer.”
Despite its local popularity, the brand faced growing competition from more prominent national brands within the beer industry. Eventually, the Goebel Brewing Company was acquired, and the once-popular beer faded from the market.
Fallstaff Beer
Fallstaff Beer, brewed by the Fallstaff Brewing Corporation of St. Louis, Missouri, produces light, easy-drinking lagers. By the mid-1960s, Fallstaff had topped in annual sales, ranking with Schlitz and Miller among the largest.
Its catchy slogan, “Fallstaff, the refreshing taste,” helped to build brand loyalty among its customers. Falstaff Beer faded into the past, leaving only memories of its once-iconic status.
Falls City Beer
Falls City Beer, brewed by the Falls City Brewing Company in Louisville, Kentucky, was a beloved local beer that gained prominence in the 1960s. With its smooth, easy-drinking lagers, Falls City competed with national brands and peaked with 750,000 barrels sold annually.
The brewery became a fixture in the Louisville area, and Falls City Beer was seen as a symbol of regional pride. Despite its regional popularity, the brand was eventually overtaken by larger beer companies. In the 1970s, Falls City Brewing Company was sold, and the beer slowly vanished from store shelves.
Drewry’s Beer
The Geo. Ral Brewing Company’s Drewry’s Beer was one of the well-known brands in the Midwest during the 1960s. Drewry’s direct, no-nonsense taste earned it a favorite in the region.
The reasonable price and consistency in taste made Drewry’s Beer very familiar at every local bar and get-together occasion. It became such a memory during its rather short yet catchy era in the 1960s.
Disclaimer: This list is solely the author’s opinion based on research and publicly available information.
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