For this week's installment of Cardboard Memories, we turn our attention to another fascinating food-related card set, this time focused on the 1981 Squirt baseball promotion. In an intriguing collaboration with Topps, Squirt—a popular grapefruit-flavored soft drink—distributed a 33-card set featuring Major League Baseball’s biggest stars of the time. Squirt, a caffeine-free soda created by Herb Bishop in 1938 in Phoenix, Arizona, had long been a fixture in the West and Southwest. By the 1950s, it was commonly used as a cocktail mixer and had become a household name, aided by its mascot, "Lil' Squirt," introduced in 1941. By the time the 1981 baseball season rolled around, Squirt was looking to bolster its popularity, which led to the partnership with Topps for this unique promotion.
The cards themselves were distributed on two-liter bottles of Squirt soda, presented as two-card panels. There were 22 unique panels in total, each measuring 2 1/2" by 10 1/2". The panels featured one card from the first 11 cards in the set paired with a card from the remaining cards (#12 to #33 ). For example, panel 1 featured card #1 paired with #12 and #23, panel 2 had card #2 with #13 and #24, and this pattern continued. The panels were perforated so collectors could easily separate them into standard-sized baseball cards (2 1/2" by 3 1/2"). Additionally, the reverse side of each card was a reprint of the player’s respective 1981 Topps card, adding an extra layer of familiarity for fans.
While the 1981 Squirt set may not carry the same weight as a traditional Topps release, it stands out as a memorable promotional item, combining America’s favorite pastime with a refreshing beverage. However, like many sets tied to food and drink promotions, some cards have proven to be more elusive. Panels 4&15, 4&26, 5&27, and 6&28 are reportedly more difficult to find, making them highly sought after by dedicated collectors.
As for Squirt itself, the brand has a rich history that continues to this day. Known for its tart, refreshing flavor, Squirt’s product line has expanded over the years, and it remains a recognizable brand within the Keurig Dr Pepper portfolio. The brand’s playful mascot, "Lil' Squirt," introduced in 1941, helped cement its appeal, especially in the West and Southwest. By 1983, Squirt became the first soft drink in the United States to be sweetened with aspartame with the release of Diet Squirt. Other notable products have included Ruby Red Squirt and Squirt Citrus Power, the latter of which was caffeinated and aimed at the energy drink market. Still, the original grapefruit-flavored Squirt remains the core of the brand.
Analyzing the checklist of the 1981 Squirt set provides a glimpse of the era’s top baseball talent. One notable inclusion for Mets fans is Lee Mazzilli, who appears as card #21 in the series. A standout player for the Mets during the late 1970s and early 1980s, Mazzilli was known for his versatility and became a fan favorite. The set also includes other legendary players such as George Brett (#1), Reggie Jackson (#5), Pete Rose (#11), and Mike Schmidt (#8), reflecting the star power of that time.
The team representation across the set is fairly balanced. The New York Yankees and California Angels are well-represented with multiple players each, while teams like the New York Mets, Texas Rangers, and Minnesota Twins have a single representative. The Philadelphia Phillies also have two big names in the form of Mike Schmidt and Pete Rose. Short prints (SP), such as Rickey Henderson from the Oakland Athletics and Eddie Murray from the Baltimore Orioles, add a layer of rarity to the set, further enticing collectors.
This Squirt promotion is a perfect example of how the intersection of pop culture, sports, and marketing often creates memorable pieces of sports memorabilia. The 1981 Squirt baseball card set not only celebrates the players but also reflects the time’s marketing innovation, offering collectors a fun and unique way to engage with the sport. Whether it was purchasing bottles of soda to complete the set or tracking down elusive short prints, the Squirt set encapsulated the thrill of collecting and remains a charming relic of 1980s baseball culture.
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