What is it about retro beer labels that’s capturing the public imagination these days? Is it just that old-school designs are more clean and aesthetically pleasing, or is it possible for a generation that doesn’t even have any direct memories of some of these labels to have a sort of faux-nostalgia for a can they never drank from? Whatever the case, as we reach the Fourth of July and the peak of Americana indulgence, it’s a question worth asking.

That’s the topic for this week’s VinePair podcast, where Adam and Zach are joined by senior writer Cat Wolinski to examine this trend, which applies not just to some of the largest beer brands in the world, but whose vibe is being co-opted by craft producers around the country, begging the question of whether you can sell modern beer with the same tactics that worked in the middle of the 20th century.

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