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Schaefer shapes up for 150th anniversary.

Schaefer and Schaefer Light are putting on new faces for the coming year as the cans for both products will take on a new, updated look next month to commemorate the beer's 150th anniversary.

The new can design will feature a two-panel design bearing the Schaefer logo in front and text announcing the brand's 150th birthday on the back. The previous design was four-paneled with the logo appearing on each side.

"The new look will afford Schaefer improved brand recognition and should improve shelf visibility in the marketplace," said Ed Kopecky, brand director. "In addition, we've made this our anniversary can to let everyone know Schaefer has been enjoyed by beer drinkers for 150 years."

Beginning this month, the new cans will be shipped from the Longview, TX, brewery to states with that plant's pattern. Gradually, Kopecky explained, the cans will be shipped to all other states from additional facilities where Schaefer and Schaefer Light are brewed.

"Schaefer has come a long way since it was first brewed in New York 150 years ago," Kopecky said. "It's now available in all 50 states, and it continues to please its consumers with the traditional lager taste that Americans have loved since 1842."
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Title Annotation:Stroh Brewery Co.'s beer can design
Publication:Modern Brewery Age
Date:Nov 2, 1992
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