Changing Times
The business of brewing and consumer preferences had changed since the pre-Prohibition days, however. More beer was being consumed at home instead of in the taverns, the result of electric refrigerators becoming present in an increasing number of homes, and because beer drinkers had lost the “tavern habit.” Consequently, bottled beer was far outselling draught. New packaging was developed to meet the new demands. While draught beer and traditional long-neck returnable bottles continued to be available, by the middle 1930s, Grain Belt introduced the one-way “stein” bottle, a shorter, stockier amber glass container that held twelve fluid ounces, just like the traditional bottles but was lighter in weight and took up less space in the refrigerator. In addition, Grain Belt became available in cap-sealed “cone-top” cans beginning in October, 1935, which were lighter still, unbreakable, non-returnable, they prevented light penetration and, unlike other metal containers for beer, they opened just like a bottle. Around 1938, the Grain Belt logo began to feature a bottle cap behind the red diamond, reflecting the dominance of package beer sales. A couple years later, a giant neon sign depicting the Grain Belt bottle cap logo was erected on the west shore of Nicollet Island, along the Mississippi River on the outskirts of downtown Minneapolis. From blocks away, the sign could be seen flashing G-R-A-I-N B-E-L-T BEER. Although it hasn’t been lit up in years, the sign still greets motorists today. |
With the repeal of Prohibition
in 1933, Minneapolis Brewing Company began making
beer once again. Grain Belt returned to the taverns
on draught in October, 1933 and in December of
that year, it became available again in returnable
long-neck amber bottles, sporting an art deco
black label and a big red diamond logo. Before
long, Grain Belt was identified with the popular
slogan “The Friendly Beer With the Friendly
Flavor.”