In 1998, Pinnacle Brand released a unique and innovative new trading card product – cards packaged inside of an aluminum can. This marked the first time mainstream trading cards were packaged and sold in cans rather than traditional wax packs, cardboard boxes, or plastic cases. Dubbed “Cards in a Can” by Pinnacle, baseball cards of 1998 MLB players were sealed inside 12 oz aluminum soda pop-style cans.
While novelty card products in unusual packaging had been released before by smaller companies, Pinnacle Brand was a major player in the late 90s baseball card boom. Their decision to put cards inside of cans was a bold gamble that helped breathe new life into the frenzied trading card market of the late 90s. Packaging cards in reusable aluminum cans was a risk, but it paid off by generating tremendous buzz and excitement among collectors both young and old.
Each Pinnacle 1998 Cards in a Can contained 5 regular size trading cards of MLB players from the 1997-1998 seasons randomly inserted. The cards had standard size and design akin to Pinnacle’s regular 1998 baseball card releases. Being sealed inside an aluminum can gave the product a cool, unique twist that collectors loved. The cans helped protect the fragile cardboard cards from damage as well.
Beyond the novelty of unusual packaging, Pinnacle’s 1998 Cards in a Can release was highly anticipated by collectors due to strong checklists of stars from the late 90s baseball era. Roster stars like Ken Griffey Jr., Barry Bonds, Mark McGwire, Pedro Martinez, Greg Maddux, Chipper Jones, and Derek Jeter were all featured possibilities inside the shiny aluminum containers. With the excitement of the home run chase between McGwire and Sosa in 1998 in full swing, demand was high for cards of the game’s top offensive sluggers.
Upon opening a Pinnacle 1998 Cards in a Can, collectors were greeted by 5 surprise cards concealed inside the protective pop-top can. The cards were sealed tightly within cardboard separators inside each can for durability during shipping and handling. Peeling back the pop-top lid revealed a fun reveal of the enclosed cardboard trading cards concealed inside. Many kids and collectors developed the habit of keeping their empty cans as a sort of memorabiliadisplay case after enjoying the enclosed cards.
While distribution of Pinnacle’s 1998 Cards in a Can was originally slated for traditional hobby shops and mass retailers like Walmart, their unique packaging required an expanded sales strategy. In addition to hobby stores and big box retailers, Pinnacle worked deals with convenience stores, delis, bodegas, and even some bars to stock Cards in a Cans on shelves alongside soda pops and snacks. This unconventional distribution exposed the product to a much wider potential collector audience beyond the core hobbyist base.
To further drive interest, Pinnacle included special insert cards inside Cards in a Cans with even rarer parallels. “Gem” parallels boasted bright orange borders while “Diamond” parallels sported green borders. Ultra short print “Gold” parallels were the rarest inserts possible in 1-in-10,000 odds. With so many desirable insert parallel possibilities, demand to rip open more Cards in a Cans was insatiable among serious collectors of the era.
While initial supply of Pinnacle’s quirky 1998 Cards in a Can release met collector demand, it did not match the massive craze and hype in the market that year. The product sold out fast at retail and cans fetch high prices to this day in the vintage trading card resale market. The innovative idea of packaging cards in an aluminum can helped pioneer new collecting frontiers. It was a unique, fun way for both kids and adults to experience baseball cards beyond the normal wax pack ritual.
Over 20 years later, Pinnacle’s 1998 Cards in a Can remain a treasured piece of nostalgia for collectors of 90s card culture. Their distinctive cylindrical can packaging and high-quality card checklist make them a true pinnacle baseball release of that era. By betting boldly on an untested novelty idea, Pinnacle helped shape the evolution of the collecting hobby. While cards in plastic packs and boxes became the industry standard format, 1998 Cards in a Can stand as a reminder of when baseball cards freely rolled off store shelves conveniently canned for the taking.
