A time-tested taste, with future-focused flavor
From it’s founding in 1877 through the next 100 years, everyone knew Drewrys beer. Our history goes back to the 19th century, and we’re proud of our distinguished brewing heritage. After being off the market, we’re back, making the Drewrys label even better-known and well-regarded than it was before.
The beer that works for you
It’s a great story about how Frank Manzo of Illinois bought the Drewrys Brewing Company brand a few years back. Fondly remembering his dad and uncles drinking beers like Drewrys and Canadian Ace when he was a kid, and noting the popularity of some “retro” brands in today’s beer market, he took a look at some abandoned beer trademarks and discovered Drewrys, among others. Frank bought it right away, enthusiastic about the opportunity to bring the classic brand back to the modern market.
Drewrys is a regional beer available throughout the midwest. Ask for Drewrys in your favorite pub or restaurant.
Tasting Drewrys
Northern Origins
The story of Drewrys begins in Winnipeg, Manitoba in 1877. Edward L. Drewry opened his Winnipeg brewery using various names. Realizing his lager was becoming a regions most popular beer, he geared his operation to assure the production of large quantities of the liquid. Soon Drewrys Lager and Ales were famous throughout the West of Canada. When he retired and sold the brewery to a Winnipeg syndicate in 1924, the company became The Drewrys Limited with George Black as President. Edward L. Drewry had no connection in brewing after his retirement in 1924.
By the 1950s, local breweries across Canada were being bought out by bigger eastern Canadian breweries such as Molson and Labatt. In 1957, the old Drewrys plant was bought by Canadian Breweries Ltd. and was renamed Carling Breweries (Manitoba) Ltd.
In author Bill Wright’s book “300 Years of Beer – An Illustrated History of Brewing in Manitoba” an extensive history about the Drewrys beer business in Manitoba is shared. (Bill Wright’s book is now out of print.)
Regarding Drewrys Ltd. USA, in 1932, George Black could see the end of American Prohibition in sight and wanted to open a brewery in the United States. After abandoning the idea of opening their own brewery, Drewrys Ltd. USA contracted the Sterling Brewing Co. in Evansville, Indiana to brew “Drewrys Canadian Ale.” Early in 1936, the Canadian connection was severed when the company was sold to American investors and the Muessel Brewery in South Bend, Indiana was bought for production.
Eventually Sterling and Drewrys were bought by Associated Brewing in Detroit before then being purchased by G. Heileman Brewing in La Crosse, Wisconsin and brewed there.
Information provided through research by Bill Wright, participant in The Great White North Brewerianists, the largest beer collecting club west of Toronto and in all western Canada. Mr. Wright is co-author of “300 Years of Beer – An illustrated History of Brewing in Manitoba.” His knowledge assisted Drewrys in better representing our 145+ year history.
CLASSIC VIDEOS
DREWRYS HISTORY
A Strong German Heritage
Muessel Brewery was founded in 1852 in South Bend, IN as soon as Christoph Muessel came over from Arzberg, Germany. Originally located where the College Football Hall of Fame was once located, the Muessel family built what later became the Drewrys Brewery at the site on Elwood Avenue in 1868. It was a very successful local brand, and the family expanded into real estate and hotel operations. They even started a professional football team, which was led by Knute Rockne before he wound up coaching at Notre Dame.
Bad Luck Streak
Tragedy struck the Muessel family in 1915 when general manager Henry Muessel, 15-year old, William Muessel, and their driver were murdered during a burglary. Seven years later Prohibition went into effect, and the plant opted to close down rather than produce soft drinks. After Prohibition, Muessel opened back up, but the Depression was too much. They went completely bankrupt in 1936.
Beginnings of Greatness
The South Bend Drewrys story really begins where the Muessel story ends. Having contract-brewed his beers in Evansville for three years, E.L. Drewry bought Muessel in 1936 and eventually moved everything there in 1940, the same year he passed away. The company flourished in this new environment, producing dozens of varieties of in-house and contract brands. Outstanding marketing and memorable advertising all helped pave the way for success on the regional and even national levels.
The Pride of South Bend
Drewrys Extra Dry was recognized as a cut above the competition. Noted for its clean taste and subtle, sweet finish, the flavor was reminiscent of traditional German lagers, but without the heaviness. Calling their product “an American Lager with a German accent,” the brewery experienced great success in the ‘50s and ‘60s, at one time competing directly with Anheuser-Busch.
Golden Years
Associated Brewing, a company based in Michigan, bought Drewrys in 1963, right around the time production was hitting an all-time high of 1,300,000 barrels. The ‘60s marked the peak of popularity, and hundreds of South Benders were employed at the brewery in one capacity or another. Old timers from the neighborhood distinctly remember the smells, the trucks, and the trains.
Big Changes in the Beer Business
In 1972, production at the old brewery came to a permanent halt. G. Heileman bought Associated Brewing, and abruptly shut down South Bend operations. Drewrys Extra Dry was still produced in Evansville, IN, in a much more limited capacity. The ‘70s marked the advent of a few large brands dominating the market.
Rebirth of a Classic
We are pleased with the revival of the Drewrys brand, with an initial focus on distribution throughout the Midwest. We’re bringing it all back… the great beer everyone remembers, the logos, the flavors, the memories, and the good times. For many people, nothing conjures up good feelings like a delicious regional premium lager. It’s what Drewrys is all about.
Bygone Era
We recently heard from a homeowner in Indiana. Their home was built in the 1920s with some additions put on throughout the years. They were doing some new work in the crawl space, and they found a bunch of old Drewrys beer cans. The cans were from a bygone era when they had to be opened with an old-fashioned puncture can opener. Thanks Levi, for sharing this photo, and your story. Cheers to Drewrys long history.
A Drewrys distributor in the 1950’s kicking back after a hard day at work delivering Drewrys to thirsty customers!
Sharing The Taste Of Time!
