Beer Fans Celebrate The Return of Hamm’s Retro Look

Beer fans, young and old, are flocking to Hamm’s retro packaging, because what’s old is apparently new again….

Here’s the deal…

The Theodore Hamm Brewing Company was established in 1865 when German immigrant Theodore Hamm opened the brewery in St Paul, Minnesota. Once the fifth largest brewery in the US, Hamm’s is now part of the Molson Coors family.

And in 2022 the company announced that it was digging into its 157-year-old history and releasing limited-edition, retro-inspired packaging just in time for the peak summer season.

The retro look featured the iconic Hamm’s crown superimposed atop of a lakeside scene – a forest overlooking sky-blue waters, while royal-blue limited-edition cans also boast the Hamm’s crown and the brand’s twin slogans: “The beer…refreshing!” and “From the land of sky blue waters.”

Hamm’s Throwback Pack was designed to pay tribute to the brand’s heyday in the 1950s and ’60s, when it was one of the nation’s best-selling beers and it was a HUGE hit with fans, what the company calls its “Hammpions.”

And now the Throwback Pack is BACK and they’re even throwing 16oz cans into this year’s mix.

“We heard from our Hamm’s fans loud and clear. They loved the throwback pack and it showed,” Bill Holland, associate marketing manager for Hamm’s told Beer & Beyond. “The retro packs helped contribute to the brand’s 47% increase in sales volume last summer when the packs were in market, according to Circana data.”

“The retro packaging is simple and uncomplicated, just like Hamm’s. It’s a reminder of another era,” Holland added. “And we know this old-school look is a hit. Consumers love it, distributors love it, retailers love it. We have a huge opportunity to sell a lot of Hamm’s this summer.”

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(All image credits: Hamm’s / Molson Coors)