Drewrys Brewing Company

Drewrys Brewing Company is an American beer company whose history began with Edward Lancaster Drewry's acquisition of a defunct brewery in Winnipeg, Manitoba, in 1877. Although the modern company is associated especially with South Bend, Indiana, the brand developed from a cross-border brewing enterprise that became prominent in Western Canada and later established American production operations. Drewry expanded the Winnipeg brewery substantially after acquiring it, increasing its malting capacity and building a regional business around beer marketed throughout Western Canada. The company also became identified with local civic and economic development through Drewry's support for local purchasing and his public roles in Winnipeg. After the repeal of Prohibition in the United States, the business pursued an American presence. In 1936, Drewry acquired Sterling Brewers of Evansville, Indiana, and used the facility to produce beer for the American market. The company also acquired the Muessel Brewing Company in South Bend and created a separate American Drewry's operation. Muessel beer production was discontinued as the facility was modernized for Drewry's products. The South Bend brewery became the most important American manufacturing and distribution base for the brand. Drewrys later expanded through acquisitions, including Chicago's Atlas Brewing Company in 1951 and Brooklyn's Piels Brewery in 1962. In 1963, Drewrys joined Associated Brew Co. of Detroit, creating a substantially larger brewing network. At its peak, the combined operation produced approximately 1.3 million barrels, and the company also undertook contract brewing, including production associated with Katz Drug Store. Drewrys was known for accessible, mass-market beer and memorable packaging and advertising. Its slogan, “More flavor; less filling; more fun!”, anticipated the language later made famous by light-beer marketing. The company also promoted the unusual claim that its lightweight aluminum cans would float rather than sink in water. Packaging and promotional designs included sports imagery, zodiac graphics, trivia, and, in connection with the brand's Canadian heritage, occasional Mountie imagery. The company was acquired by G. Heileman Brewing Company in August 1972. Heileman closed the South Bend plant in November of that year, ending production there and displacing approximately 350 workers. The brand was shifted to the Evansville operation and repositioned as a value-priced beer, including packaging in 40-ounce containers. Production was interrupted during the Evansville brewery's temporary closure in 1988, then resumed and continued until 1997. The brand was subsequently sold to Pittsburgh Brewing Company, but it was not manufactured there. In 2011, Chicago entrepreneur Francis Manzo purchased Drewrys. A relaunch centered on South Bend was planned, with production targeted for 2013, but the available reference material does not establish whether the proposed relaunch achieved sustained commercial production. The historic Muessel-Drewry Brewery in South Bend was listed on the National Register of Historic Places in 2000, preserving an important part of the company's American brewing legacy.

Drewrys' origins are generally traced to Winnipeg, Manitoba, where Edward Lancaster Drewry established the business in 1877. Drewry had traveled to Winnipeg from St. Paul, Minnesota, in 1875 and later acquired the Herchmer and Batkin Brewery, which had stopped producing beer. He expanded the facility and increased its malting capacity, allowing the brewery to serve a growing Western Canadian market. The business became an important regional brewery, and Drewry's local purchasing practices and civic activities connected the company with Winnipeg's economic and public life. Drewry's operations became increasingly international after the United States amended Prohibition restrictions. In 1936, Drewry acquired Sterling Brewers in Evansville, Indiana, and produced Drewry's beer there for the American market. The brewery's first case of Drewry's Ale was reportedly sent to President Franklin D. Roosevelt, whose administration had been involved in ending Prohibition. Because cross-border alcohol distribution remained complicated, the company also acquired Muessel Brewing Company in South Bend, Indiana, and established a separate American Drewry's business. The South Bend plant was modernized, and production of Muessel beer was replaced by Drewry's products. The company continued expanding in the postwar period. It purchased Chicago's Atlas Brewing Company in 1951 and Piels Brewery in Brooklyn in 1962. In 1963, Drewrys joined Associated Brew Co., a Detroit-based brewing company. The combination created one of the largest brewery operations in the United States at the time, and Drewrys production eventually reached a reported peak of about 1.3 million barrels. The business also engaged in contract brewing, including beer made for Katz Drug Store. Drewrys developed a recognizable consumer identity through slogans and packaging. Its “More flavor; less filling; more fun!” message promoted a beer that was presented as flavorful without being overly heavy, a positioning that preceded the broad expansion of the light-beer category. The company also marketed lightweight aluminum cans with the claim that they would float in water. Other can and label themes used sports, zodiac signs, trivia, and Canadian imagery such as a Mountie, reflecting the brand's Winnipeg origins while it operated primarily as an American beer business. G. Heileman Brewing Company acquired Drewrys in August 1972. Four months later, in November, Heileman closed the South Bend plant. Approximately 350 workers were displaced, and the last cases of beer left the South Bend facility that month. Heileman moved production to Evansville and repositioned Drewrys as a value-priced beer, including sale in 40-ounce containers. The Evansville brewery temporarily closed in 1988, interrupting Drewrys production, but production resumed afterward and continued until 1997. After the 1997 production period, the Drewrys brand was sold to Pittsburgh Brewing Company. Pittsburgh Brewing acquired the brand along with other assets, but did not manufacture Drewrys. In 2011, Francis Manzo purchased the brand and announced a plan to relaunch it, with South Bend selected because of its historical importance to Drewrys. Production was slated for 2013, but the supplied references do not establish whether the proposed revival became a sustained commercial operation. The former Muessel-Drewry Brewery in South Bend was added to the National Register of Historic Places in 2000, preserving a significant physical reminder of the brand's American history.

1. 2011Brand acquired for a proposed revival

   Francis Manzo purchased Drewrys and announced plans to relaunch the brand from South Bend.

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2. 2000Muessel-Drewry Brewery listed on the National Register

   The historic South Bend brewery complex was listed on the National Register of Historic Places.

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3. 1997Last reported production period ends

   Production of Drewrys continued in Evansville until 1997, after which the brand was sold to Pittsburgh Brewing Company and was not manufactured there.

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4. 1988Evansville production temporarily interrupted

   Drewrys production was briefly halted when the Evansville brewery temporarily closed.

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5. 1972Acquired by G. Heileman and South Bend plant closed

   G. Heileman acquired Drewrys in August, then closed the South Bend brewery in November.

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6. 1963Joined Associated Brew Co.

   Drewrys joined the Detroit-based Associated Brew Co., substantially increasing the scale of the combined brewing operation.

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7. 1962Piels Brewery acquired

   The company acquired Piels Brewery of Brooklyn, extending its brewing footprint in the northeastern United States.

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8. 1951Atlas Brewing Company acquired

   Drewrys expanded its American brewing interests through the acquisition of Chicago's Atlas Brewing Company.

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9. 1940Winnipeg brewery closes

   The original Winnipeg facility ceased operations and was sold to Great Western Brewing Company.

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10. 1936American production begins through Sterling Brewers

    Drewry acquired Sterling Brewers in Evansville, Indiana, creating an American production base for Drewry's beer.

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11. 1877Drewry establishes the Winnipeg brewery

    Edward Lancaster Drewry acquired the inactive Herchmer and Batkin Brewery in Winnipeg and began developing the business that became Drewry's Lake of the Woods Brewery.

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Mass-market and value-oriented beer positioned around flavor, approachability, entertainment, and distinctive packaging. Historically, Drewrys used humor, sports, zodiac imagery, trivia, and cross-border Canadian associations to differentiate its beer.

• Drewry's BeerBeer1877

  The company's principal beer brand, sold through its Canadian and American operations and later positioned as an accessible mass-market and value-priced beer. Drewry's packaging used distinctive slogans, sports artwork, zodiac graphics, trivia, and occasional Canadian imagery. The brand was produced in South Bend and Evansville during different periods of its history.

• Drewry's AleAle1936

  An ale associated with the early American phase of the Drewry's business. The first case produced at the Sterling Brewers facility in Evansville was reportedly sent to President Franklin D. Roosevelt after the end of Prohibition-era restrictions.

• More flavor; less filling; more fun!

  United States · Canada

  Drewrys used this slogan to present its beer as flavorful and enjoyable while avoiding an overly heavy drinking experience. The message predated the widespread popularity of light-beer advertising.

  Outcome. The slogan became one of the brand's best-known historical marketing associations.

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• Floating aluminum can claim

  United States

  Drewrys promoted its lightweight aluminum cans with the unusual claim that a can would float in water instead of sinking.

  Outcome. The claim gave the packaging a distinctive novelty appeal and became part of Drewrys brand lore.

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• Sports, zodiac, and trivia packaging

  United States · Canada

  Drewrys used sports scenes, zodiac graphics, trivia, and occasional Mountie imagery on cans and labels to create collectible and entertaining packaging.

  Outcome. These themes helped distinguish the brand on retail shelves and reinforced its recreational positioning.

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• 2011Planned relaunch under new ownershipProduct launch

  After the brand had not been produced by Pittsburgh Brewing Company, new owner Francis Manzo sought to revive Drewrys.

  What changed. Manzo announced a rebranded beer launch centered on South Bend, with production slated for 2013.

  Aftermath. The supplied references do not confirm whether the planned relaunch resulted in sustained production or current market availability.

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• 1972Acquisition by G. HeilemanM&A

  Drewrys was consolidated into the portfolio of G. Heileman Brewing Company.

  What changed. Heileman acquired the company in August 1972 and closed the South Bend plant in November.

  Aftermath. Production moved to Evansville, the South Bend workforce was displaced, and the brand was repositioned as a value-priced beer.

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• 1963Joined Associated Brew Co.M&A

  Drewrys sought greater scale and distribution after expanding through several brewery acquisitions.

  What changed. The company joined Associated Brew Co. of Detroit.

  Aftermath. The combined operation became one of the largest breweries in the United States, with Drewrys production eventually reaching a reported peak of approximately 1.3 million barrels.

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• 1936Established American production through Sterling BrewersStrategy

  Cross-border alcohol trade and United States regulatory conditions made a domestic American production base strategically useful.

  What changed. Drewry acquired Sterling Brewers in Evansville, Indiana, and used it to produce Drewry's beer for the American market.

  Aftermath. The acquisition gave the brand a durable American manufacturing presence and was followed by the establishment of a separate American Drewry's operation in South Bend.

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• 2013Planned South Bend relaunch targeted for 2013

  The post-2011 ownership planned a rebranded Drewrys launch in South Bend, the site of the company's largest historical operation. The available material does not confirm sustained production after the announcement.

  Product launch
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• 2011Drewrys brand purchased by Francis Manzo

  Chicago entrepreneur Francis Manzo purchased the Drewrys brand and announced plans to reintroduce it, with South Bend identified as the intended launch location.

  M&AProduct launch
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1. Drewrys Brewing Company