There’s a fascinating history behind the six-pack of beer, credited in part to a company named Jax Brewing based in Jacksonville, Florida. Founded by German immigrant William Ostner in 1914, Jax quickly became a favorite in the Southeast region. By 1943, the brewery was producing around 100,000 barrels per year, with a significant portion sold in bottles.

Initiating a revolutionary idea, Ostner decided to package the beer in six-packs instead of selling individual bottles. This innovation made purchasing more appealing; they offered six beers at a price point of just $1.29—an incredible bargain compared to today’s prices. In 1935, canned beer made its debut with Kreuger’s Special Beer, but it wasn’t until post-World War II that canned beer gained popularity due to the metal shortages during the war, leading to a focus on bottle sales.

Despite its innovative spirit, Jax Brewing struggled financially and ultimately ceased operations in 1956. The introduction of canned beer was cited as a significant factor that contributed to the brewery’s decline.

Other companies also lay claim to the history of the six-pack. For instance, after World War II, Pabst marketed six packs geared towards a weight that could be easily managed by the typical shopper. The National Brewing Company, known for Natty Boh, claimed to also have pioneered the portable six-pack. Coca-Cola’s president, Robert Woodruff, sought to enhance six-pack sales in the 1920s by distributing bottle openers to households. Meanwhile, Newark’s Ballantine brewery has been suggested to have first marketed six beers in a single pack as early as 1938.

Today, the evolution of beer packaging continues with craft breweries finding innovative methods to maximize convenience and customize packaging, including eco-friendly options for six-packs.