Goebel O/I's Revisited
by Chris Taylor (April, 1998)

     Since my overview of Goebel instructional cans in the June 1997 RUSTLINGS, several people have questioned me about the differences that identify the first "American eagle" Goebel cans. It is one thing to explain the differences, but thanks to technology, I am able to add a visual aide to my articles. Hopefully, this will help you better understandthe variations I am comparing.

     Goebel produced two different Thunderbird O/I variations: (USBC 70-30.1) the 2 panel BLACK O/I and (USBC 70-30.2) the 2 panel RED O/I. When Goebel Americanized their label prior to war, the RED 2 panel O/Iwas retained for production.

O/I panel used on red USBC 70-30 and first two USBC 70-32 cans O/I used on subsequent USBC 70-32 cans

     The first Goebel (USBC 70-32.1) can be easily identified by the placement of the "1." on the O/I panel (see left photo). This is identical to the O/I panel on the red thunderbird. This "1." would remain in this spot for one more can. The text panel of the can does not contain "BREWED AND PACKED BY" between the text and brewing company info.

     The second Goebel (USBC 70-32.2) has an identical O/I panel as the left photo above, but differs in the addition of "BREWED AND PACKED BY" on the text panel. I have a curious way of dating the production of this second variation. My Dad obtained the can pictured from a local resident of Hudson, Michigan. The person gave him this indoor example of USBC 70-32.2 that had been consumed by relatives during an "unoffical" house warming party on June 22, 1940. This passage was scratched into the side panel of the can, presumably with the can opener beak:

     The label designers finally noticed their mistake and moved the numeral "1." down a line, to better match the actual instruction text (see right photo above). This improved set of opening instructions remained unchangd on Goebel cans, except for patent information, until O/I were no longer necessary.

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