As the prohibition era ended, tin cans took over the nation as the beverage container of choice for soda and beer. Lighter than glass but less prone to breakage, they were great for transporting and cheaper since they didn't have to be returned after consumption. However, because people were no longer returning these cans, they became part of the new American "throwaway culture," ending up on the side of the road, in lakes, and littered across the landscape.
In the '50s “Ban The Can” became an environmental rallying cry, catching the attention of engineer William Coors of the Coors beer mogul family. Despite the huge savings the tin cans provided, he resented the littering and the metallic taste that became part of drinking anything out of a can. Teaming up with promotor Lou Bronstein, together they created the recyclable aluminum can.
The softer aluminum meant there was no need for solder seams as with tin, making the cans more sanitary and eliminating the “tin taste.” Lightweight aluminum used much less energy than other materials during the recycling process and the scrap metal price for aluminum was high enough to incentivize people to recycle.