Raise a Can: Rare Breweriana Hits the Auction Block

Beer cans aren’t just containers — they’re time capsules. From bold graphics to quirky instructions, vintage cans capture the history of brewing, marketing, and even everyday life in America. On September 28, 2025, Morean Auctions will host a dedicated sale in Brimfield, Massachusetts, featuring more than 250 lots of rare beer cans and breweriana. For collectors and design enthusiasts alike, it’s a chance to see, and possibly own, some of the rarest examples in the hobby.

A Brief History of Beer Cans
The first beer can was introduced in 1935, forever changing how people consumed their favorite brew. Early cans came in different styles, from cone tops that mimicked bottles to flat tops that required a special opener known as a “church key.” Breweries used cans not only for practicality but also as miniature billboards; bright, colorful, and designed to stand out on store shelves.
Today, these cans are sought after as much for their visual appeal as their rarity. Some designs are so scarce that only a handful are known to exist in top condition. This auction shines a spotlight on exactly those kinds of treasures.

Highlights from the Sale:

Mule Head Stock Ale – Wehle Quart Cone Top (Lot 152A)
One of the stars of the auction, this quart cone top from Wehle packs a punch with its striking “Mule Head” branding. Cone tops like this were transitional designs in the 1930s and ’40s, bridging the gap between traditional glass bottles and the modern beer can. Their unusual size and shape make them highly collectible, and this example’s bold graphics ensure it will stand out in any collection.

Estimate: $10,000 - $20,000

Wehle Beer Instructional Flat Top (Lot 231)
Collectors love instructional cans, and this Wehle flat top is a prime example. Before the pull-tab era, brewers had to teach customers how to open a can with a church key. These instructions were often printed right on the can itself, making them both practical and historically fascinating. This lot isn’t just a piece of packaging; it’s a snapshot of how breweries helped usher drinkers into the future.

Estimate: $7,500 - $15,000

Boston Light Ale Cone Top (Lot 31)
With its clean design and regional pride, the Boston Light Ale cone top highlights the role of local breweries in shaping American beer culture. Cone tops like this were often discarded after use, which makes finding one in such good condition remarkable. For New England collectors especially, it’s a piece of hometown history.

Estimate: $5,000 - $10,000

Narragansett Banquet Ale Instructional Flat Top (Lot 154)
Narragansett is one of the most enduring names in New England brewing, and this instructional flat top combines scarcity with condition. Known in collector circles as “better than book,” this example surpasses many catalogued versions. Its graphics and text provide both design appeal and a glimpse into the transitional era when breweries still needed to explain how to open a can.

Estimate: $5,000 - $10,000

Croft Cream Ale Block Letter Flat Top (Lot 63)
Simple yet striking, the Croft Cream Ale flat top with bold block lettering is another standout in this sale. Collectors prize condition above all else, and this can may be one of the best surviving examples. The crisp typography embodies mid-century design trends, proving that even everyday packaging can rise to the level of art.

Estimate: $3,000 - $6,000

More Than Just Cans
While cans take center stage, the sale also includes breweriana such as trays, signs, and advertising pieces. These objects round out the picture of America’s beer history, revealing how breweries used design and marketing to compete in a crowded marketplace.
For casual fans, the appeal lies in the nostalgia and artistry. For serious collectors, it’s about rarity, condition, and the thrill of adding a long-sought piece to their shelves.

Why Breweriana Matters
Objects like these remind us how even ordinary consumer goods can become extraordinary with time. They reflect changes in technology, design, and consumer habits. They also tell regional stories; about the breweries that defined local communities long before the craft beer revolution.
Whether you’re raising a glass to history or just love the artistry of old-school design, this auction offers a window into a fascinating collecting world.

View the full catalog and register to bid on Bidsquare.com.