Grace Bros. Brewing Co., Santa Rosa, California.

American Can Co., 12 ounces, circa 1936. USBC 103-38, USBCOI 581.

Scarce early Nu-Deal with the California U-permit above the star and “Patents Pending” beneath the illustrated opening instructions. Packed exclusively for V. Traverso Co. of San Francisco, this is an appealing example of Grace Brothers’ early private-label business. The Grace family history identifies Nu-Deal among the brewery’s first canned brands and explains how specially branded beers were supplied to grocery and liquor stores. The reverse panel adds another interesting detail: the brewery advertised that it made its own malt and raised its own hops. The Nu-Deal name likely nods to Franklin D. Roosevelt’s New Deal, with its patriotic red, white and blue design capturing the spirit of the Depression-era brand.

Beautiful red, white and blue Deco design with excellent color and a particularly strong display face. The opening instructions and lengthy reverse text remain clear. Photos show light surface marks and aging, with more pronounced oxidation on the opened top lid. An attractive early California instructional can that combines scarce-variant appeal with outstanding shelf presence.