A Legacy Brewed Over a Century:
The Story of Pfeiffer Brewing
Detroit Born.
Some know it as Motown. To some, it’ll always be Motor City. For us, it’s where it all began.
Our history in this town goes back to 1889. Pfeiffer’s Famous Beer was a staple prop in blue-collar, Midwest leisure. If you grew up in the ‘60s in Detroit, it was probably your first beer. A city known just as much for resurrections as beginnings, Detroit is a town that teaches you how to roll with the punches, then respond with a knockout right hook. We’re comeback kids from the “City of Reinvention”, and we’re bringing back Pfeiffer’s for a new generation.
1871 A Journey Begins
In 1871, a 17-year-old Conrad Pfeiffer left his home in Germany to seek new opportunities in the United States. Settling in Detroit, Michigan, Pfeiffer brought with him a passion for traditional German brewing. As a young immigrant, he was determined to establish a foothold in the rapidly growing city, which was becoming a hub for industry and commerce.
Detroit’s thriving community of German immigrants shared a deep appreciation for beer, and Pfeiffer saw an opportunity to combine his heritage with the American dream. This vision would lay the foundation for what would become one of Detroit’s most beloved breweries.
1889 The Brewery
After years of honing his craft, Conrad Pfeiffer officially established the Pfeiffer Brewing Company in 1889. Located in the heart of Detroit, the brewery quickly gained a reputation for its high-quality lagers, which were brewed using traditional German techniques. Pfeiffer’s beers resonated with the local community, particularly the hardworking men and women of Detroit who sought a refreshing reward after a long day’s work.
The flagship beer, later known as Pfeiffer’s Famous, set the standard for quality and taste. By the early 20th century, the brewery had become a key player in Detroit’s vibrant beer scene.
1914 Growth and Popularity
By 1914, Pfeiffer Brewing had reached an impressive production milestone of 100,000 barrels annually. Its success was a testament to Conrad Pfeiffer’s dedication to quality and the brewery’s commitment to serving the community. The brewery’s beers became staples in local saloons and homes, further cementing its place as a Detroit institution.
1920-30 Surviving Prohibition
Prohibition posed a significant challenge for Pfeiffer Brewing and other breweries across the United States. With the production and sale of alcoholic beverages banned, Pfeiffer Brewing adapted by pivoting to non-alcoholic products. This period tested the resilience of the brewery, but the foundations laid by Conrad Pfeiffer ensured its survival.
1940s Pfeiffer Goes to War
During the 1940s, Pfeiffer Brewing Company proudly supported the war effort, shipping beer to American troops stationed in Europe. These specially crafted olive drab cans, emblazoned with the words “Pfeiffer's Famous Beer follows you around the world in this special overseas can,” brought a comforting taste of home to soldiers overseas. Pfeiffer's beloved mascot, Johnny Fifer—designed by the Walt Disney Studios—became a symbol of morale and nostalgia, gracing these cans as a reminder of simpler times back home.
When the war ended in 1945, Pfeiffer’s “old time favorite” remained the beer of choice for returning veterans, cementing its place in city life and American hearts. Johnny Fifer continued to be a centerpiece of Pfeiffer’s branding, connecting generations to the legacy of a beer that followed them through war and peace.
1940 Pfeiffer Blimp
In the 1940s, Pfeiffer Brewing Company took its advertising to the skies with the Pfeiffer blimp, a creative and memorable marketing tool. The blimp, a repurposed U.S. Army aircraft, became a symbol of innovation and pride, soaring over neighborhoods and cityscapes across Detroit. Its presence in the skies captured the attention of residents and solidified Pfeiffer's reputation as a leading brewer of the time. At a moment when American morale was high during and after World War II, the Pfeiffer blimp became an iconic piece of mid-20th-century culture, forever remembered by those who looked up and saw a beer brand reaching for the sky.
1950s The Great Shake Down
The 1950s marked the height of Pfeiffer Brewing Company’s success, but it was a decade of fierce competition. Life for breweries was dog eat dog by 1947, as smaller breweries struggled to survive. Over the next decade, 185 breweries closed or were bought out by larger companies, a turbulent time known as “The Great Shakedown.”
Pfeiffer Brewing Company not only survived this challenging period but thrived, expanding its operations by acquiring Kling Brewery of Flint and the Jacob Schmidt Brewing Company. These strategic moves solidified Pfeiffer’s dominance in the Midwest. By the 1950s, Pfeiffer was the best-selling beer in Michigan, a testament to its resilience, quality, and effective leadership.
Through smart acquisitions and its unwavering commitment to tradition, Pfeiffer Brewing emerged stronger, securing its place as a household name and symbol of Detroit’s brewing excellence.
1958 Pfeiffer Bought By Stroh
A Detroit brewery worker’s strike in 1958 began to derail Pfeiffer’s success, and out of state breweries gained an advantage in the local market. Pfeiffer decided to become a regional brewery to compete. It renamed as Associated Brewing Company, buying breweries across Indiana, Illinois, New York, and Massachusetts. It became the tenth largest brewery in the United States. Acquisitions debt and the competition of heavyweight national brands like Budweiser, Miller’s, and Pabst began to take a toll on Pfeiffer. The company closed the Detroit Pfeiffer Brewery in 1966, moving brewing to Indiana to try and cut costs. In 1972 the Pfeiffer Brewing name was purchased by Heilman Brewing Company, which was then purchased by Stroh Brewing Company in 1996. The Pfeiffer name and beer legacy slipped out of mainstream and became a shadow of yesteryear.
2013
Back From
The Ashes
Spurred by his love of craft beer, drinkable lagers and his last name, Joe Pfeiffer began his journey to resurrect the Pfeiffer brand and create what he likes to refer to as a “workingman’s craft beer”. After running into roadblocks and a years long trademark dispute Joe finally entered into a purchase agreement with the then owner of the Pfeiffer’s Famous trademark. In 2018 the purchase was finalized and while not a direct relative to the original founder of Pfeiffer’s, Joe proudly brings back the tradition of Pfeiffer Brewing in honor of the millions of hard working men and women who had enjoyed Pfeiffer’s throughout the years.
2023,
The Revival
of Pfeiffer Brewing
– Taproom Opens in Anaheim, California
After decades of dormancy, Pfeiffer Brewing Company began its revival, honoring its historic legacy while embracing a fresh future. In 2023, the journey continued with the grand opening of the first Pfeiffer’s taproom in Anaheim, California.
This new space serves as a bridge between past and present, bringing the iconic Pfeiffer’s Famous back to life. Combining the brand’s storied heritage with a modern twist, the taproom offers beer lovers a chance to rediscover the smooth, refreshing taste that made Pfeiffer’s a household name. This marks a significant step in restoring the legacy of a truly timeless beer.