Long Life: The History and Story of a UK Beer

Long Life beer was a popular canned beer in the UK during the 1950s, 1960s, and 1970s. Here are the key details about this iconic British beer:

The Origins and Popularity of Long Life

Ind Coope introduced Long Life in 1956 as the first beer specifically brewed for canning in Britain[1]. It quickly became the best-selling canned beer in the UK during the 1950s and 1960s[1]. The brand’s success was partly due to the growing popularity of canned beer, which was easier to store in fridges and more convenient for picnics and home consumption[1].

Marketing and Positioning

Ind Coope marketed Long Life as a modern, convenient beer for both men and women. Early advertising featured a woman pouring the beer, contrasting with more male-oriented beer ads of the time[1]. The brand emphasized the advantages of canned beer, such as easy storage, portability, and no need to return empty bottles[1].

Packaging Innovations

In 1964, Long Life became even more convenient when Metal Box introduced the ring pull can[1]. This made the beer easier to open than earlier cans requiring a special opener.

Pricing and Availability

In 1960, a 10 fluid oz can of Long Life cost 1s 4d (one shilling and four pence)[1]. It was available in both 10 and 16-fluid oz cans and could be purchased in six-packs[1]. By 1977, a small can cost 18p from Victoria Wine[1].

Context in the UK Beer Market

Long Life’s popularity coincided with significant changes in British beer consumption:

1. Canned beer sales grew rapidly in the 1950s and 1960s. By 1959, there were 118 different brands of canned beer on the market[1].
2. The 1960s saw a shift from bottled to canned beer. In 1960, about 40% of beer consumed nationally was bottled[2].
3. Lager began to rise in popularity during the 1970s, increasing from 2% of the market in 1965 to 20% by 1975[2].

Cultural Significance

Long Life beer became a staple at 1970s dinners and parties due to its convenience and modern image. It represented the changing drinking habits of British consumers, who were increasingly enjoying beer at home rather than just in pubs. The brand’s success was attributed to factors like increased television ownership and car usage, which made home drinking more appealing[1].

The Decline of Long Life

While Long Life continued to be promoted as “the beer specially brewed for the can” into the 1980s, it faced increasing competition from canned lagers[1]. The brand persisted into the 1990s but eventually faded from prominence as drinking habits and preferences continued to evolve.

Long Life beer played a significant role in the evolution of British beer consumption, bridging the gap between traditional ales and the later dominance of lager. Its popularity at 1970s social gatherings reflects both the changing social norms and the impact of packaging innovations on drinking habits in post-war Britain.

References and Further Reading

[1] Long Life beer – Retrowow
[2] Beer in England – Wikipedia
[3] Ind Coope & Sons – Craft Beer & Brewing
[4] British, Beer Cans, Tennents
[5] Drinks (alcoholic) – UK television adverts 1955-1985
[6] The Great British Pint – Club Mirror

Kevin Harrington

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

See Full Bio