Hamm’s is a beer brand established in 1865, best known for its quirky commercials starring Hamm’s mascot, also known as “the bear,” and its catchy jingle. Now a part of Molson Coor’s portfolio of brands, Hamm’s was once considered a premium beer with national distribution. Today Hamm’s has a more limited market share and is a value brand.

Molson Coors recently announced that it would tap into Hamm’s 157-year history to create the “Throwback Pack,” featuring packaging inspired by the brand’s 60s-70s visual identity. Molson Coor’s wanted to create packaging that would appeal to younger drinkers of legal age while still connecting to longtime fans of the brand. Announced in May, the Throwback Packs has proved a success.