Drewrys Brewing Company
Corporate brand
UnclaimedDrewrys Brewing Company is an American beer company with roots in a nineteenth-century Winnipeg brewery and a long production history in South Bend, Indiana.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile yet.
Overview
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.
History
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.
- 2011
Brand acquired for a proposed revival
[1]Francis Manzo purchased Drewrys and announced plans to relaunch the brand from South Bend.
- 2000
Muessel-Drewry Brewery listed on the National Register
[1]The historic South Bend brewery complex was listed on the National Register of Historic Places.
- 1997
Last reported production period ends
[1]Production of Drewrys continued in Evansville until 1997, after which the brand was sold to Pittsburgh Brewing Company and was not manufactured there.
- 1988
Evansville production temporarily interrupted
[1]Drewrys production was briefly halted when the Evansville brewery temporarily closed.
- 1972
Acquired by G. Heileman and South Bend plant closed
[1]G. Heileman acquired Drewrys in August, then closed the South Bend brewery in November.
- 1963
Joined Associated Brew Co.
[1]Drewrys joined the Detroit-based Associated Brew Co., substantially increasing the scale of the combined brewing operation.
- 1962
Piels Brewery acquired
[1]The company acquired Piels Brewery of Brooklyn, extending its brewing footprint in the northeastern United States.
- 1951
Atlas Brewing Company acquired
[1]Drewrys expanded its American brewing interests through the acquisition of Chicago's Atlas Brewing Company.
- 1940
Winnipeg brewery closes
[1]The original Winnipeg facility ceased operations and was sold to Great Western Brewing Company.
- 1936
American production begins through Sterling Brewers
[1]Drewry acquired Sterling Brewers in Evansville, Indiana, creating an American production base for Drewry's beer.
Products and positioning
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.
Beer · 1877
Drewry's Beer
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.
Ale · 1936
Drewry's Ale
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.
Marketing campaigns
- 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.
- 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.
- 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.
Brand decisions
2011
Planned relaunch under new ownershipProduct launchBackground
After the brand had not been produced by Pittsburgh Brewing Company, new owner Francis Manzo sought to revive Drewrys.
Action taken
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.
1972
Acquisition by G. HeilemanM&ABackground
Drewrys was consolidated into the portfolio of G. Heileman Brewing Company.
Action taken
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.
1963
Joined Associated Brew Co.M&ABackground
Drewrys sought greater scale and distribution after expanding through several brewery acquisitions.
Action taken
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.
1936
Established American production through Sterling BrewersStrategyBackground
Cross-border alcohol trade and United States regulatory conditions made a domestic American production base strategically useful.
Action taken
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.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/drewrys-brewing-company · Editorial policy · How profiles are compiled