[Eric in the Ozarks]

In the 1970s, Des Moines, Iowa beer wholesaler John Cimino represented Hamms, Pabst and Olyimpia. The Oly and Pabst arrived in rail cars or semi trucks.
Since the Hamms Brewery was just four hours north of Des Moines, John looked around for a suitable semi trailer he could load with Hamms to save on freight.

He found a grain trailer with the name Otho Feeds painted on each side. Not wanting to spend any more money than necessary, John formulated “Otho Feeds” into “10,000 Beers.”
When asked about the new trailers and their claim, Cimino responded, “yes...10,000 beers, or at least that many.”

[Jack Black]

Detroit's beer, at least in the 1960s and 1970s:

They've had the blue cans for 20 years, but they still look wrong to me