Molson Coors brand Hamm’s is digging into its 157-year-old archive to release limited-edition, retro-inspired packaging just in time for the peak summer season.

For its new paperboard packaging on 12-, 24- and 30-packs, the brand is resurrecting aspects of its look from the 1950s and 1960s, when Minnesota-born Hamm’s was one of the nation’s largest beer brands. 

The new Throwback Pack features the iconic Hamm’s crown superimposed atop of a lakeside scene – a forest overlooking sky-blue waters.

Inside, 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.” The retro-inspired packaging is aimed at making a splash at retail and connecting with drinkers in the 25-35 age group, says Marissa Meliker, associate marketing manager for Hamm’s.

“We know that nostalgia beers are having a moment right now, and this packaging is a throwback to the glory years of Hamm’s,” she says. “True Hammpions are going to be familiar with it. It’s historic, but at the same time, it’s a fresh look.”

The goal, she says, is to breathe new life into one of America’s great beer brands by leaning into its 157-year heritage. “It makes you want to crack open a Hamm’s at the lake,” Meliker says.