40 years on, Canada's stubby beer bottle is recast as a quiet form of protectionism

40 years after its retreat as the manufacture monetary standard bottleful for beer in Canada, the stubby is being reinterpreted in an age marred by tariffs and American grievance — not as a cultural icon, but as a discreet way of protecting a national industry. 

In a research paper published this spring, Heather Thompson, a recent graduate of the public history program at Carleton University in Ottawa, argues that the stubby — squat, recyclable and therefore largely unappealing to foreign brewers — functioned as a quiet and distinctly Canadian form of protectionism. 

In today's climate of rising tariffs, "buy Canadian" policies and deepening trade tensions, the story of the stubby might feel less like historic footnote and more like a blueprint — for how Canada can still navigate life beside an economically dominant and often unpredictable neighbour. 

The stubby was introduced in 1961, at a time when Americans, who favoured non-recyclable aluminum cans, made their products in large centralized facilities and shipped their beer across the U.S. And to the world. 

The stubby, by contrast, was glass, but it was also cheap, durable and lightweight, making it easy to transport. It was also able to be reused up to 100 times. It was the keystone in a closed-loop Canadian bottling system that kept costs down for domestic brewers while it kept foreign brewers out by raising the cost of market entry. 

The bottle also fit neatly within Canada's fragmented domestic economy. Thanks to interprovincial trade barriers, brewers looking to sell in a given province often had to produce their beer there or face tariffs and restrictions when crossing provincial lines.

By 1962, the year after the stubby was introduced, Canada's Big Three brewers controlled about 95 per cent of the Canadian beer market. They owned nearly all of the country's 61 breweries, which gave them a physical presence in every region of Canada.

The Big Three also held a majority stake in Ontario's Beer Store, known then as the Brewing Warehousing Company Limited. When the stubby was made a packaging requirement for all beer sold at its stores in Ontario, Thompson argues, the Big Three effectively locked all foreign brewers out by creating an extra hurdle for entry into the market.

"To bottle in the stubby, [American brewers] are going to have to make their own line at their plant to bottle specifically for Ontario," she said, noting any cost savings for American brewers through the reusable stubby would be eaten up in transportation costs by first shipping the beer to Canada then shipping it back the U.S. For a refill. 

Since almost all of Canada's breweries were owned by only three companies when the stubby was introduced in Ontario, the rest of the country followed suit in adopting the stubby because the bottle could be filled and reused in any bottling plant in any province by any Big Three brewer. 

That kind of market consolidation meant for a generation of Canadian beer drinkers, from 1961 to 1984, the stubby was just about everywhere: on bar counters, fridges or sweating on the dock from St. John's to Victoria.

It was also immortalized as a symbol of Canadian identity by the beer-swilling, tuque-wearing McKenzie brothers, who were a parody of Canadian working class culture in the early 1980s, near the end of the bottle's industry dominance. 

"When we think of the stubby, at least for me, I think of Bob and Doug McKenzie," said Craig Baird, host of the Canadian History Ehx! podcast, a show that looks back on the country's history.

Baird said the only thing that comes close to what the stubby did, in terms of uniquely Canadian design and function, is bagged milk. Like the stubby, it's efficient, cost-effective and largely incomprehensible to outsiders, making it both a practical solution and marker of national identity.

"If you look online, people say Canadians use bagged milk even though only Ontario and some other localized areas use bagged milk."

Canadian brewers dropped the stubby in 1984, switching to taller, non-recyclable long necks as American brands like Budweiser and Coors entered the market thanks, first, to licensing agreements with American brewers and then free trade with the U.S. The new bottles held the same 341 millilitres but offered more branding appeal.

Farewell to the reliable old stubby

The stubby began to be phased out in 1985 and now largely exists only in antique stores and our collective memory. 

In a global market shaped by trade battles and foreign ownership, Thompson sees the stubby as more than nostalgia. It's a reminder of what Canadian brewers once did to protect their market — and what they might do again.

"We're seeing more interest in buying Canadian," she said. "It's a great opportunity for craft brewers to revive the stubby and its cultural power."

While few brewers have returned to the squat bottle, its spirit lives on in projects such as Glorious and Free, a patriotic IPA first brewed by Dominion City Brewing in Ottawa.

The recipe is shared with 40 breweries across Canada that have used hometown ingredients to create their own versions.

"The idea for the campaign really came from a walk in the snow," Dominion City co-founder Josh McJannett said with an obvious nod to former prime minister Pierre Trudeau, a politician whose retirement followed "a walk in the snow" in 1984, the same year the stubby was put out to pasture. 

"The thought of stubby beer bottles around again is certainly appealing to the nostalgia in me," McJannett said, noting Glorious and Free is available in tallboy cans only.

He said the recipe was crafted as a direct response to some of the frustration he was feeling over U.S. President Donald Trump's tariffs and talk of annexation. 

"This was a way to harness that feeling and take some kind of an action." McJannett said. 

Firm, but polite. A beer that, like the stubby, refuses to be poured into anyone else's mould. 

Reporter

Colin Butler is a veteran journalist with 20 years' experience in print, radio and television in seven Canadian cities. You can email him at colin.butler@cbc.ca.

---

---