$1000 Natural Process Beer Flat Top Can

Gettelman $1000 Beer Flat Top

This 12-ounce flat top can represents one of the most distinctive packaging designs from Milwaukee's mid-century brewing scene. Produced by the Gettelman Brewing Corporation, the can features the state registration marking "WIS. REG. NO. B-111" along the top rim. Most notable is the explicit promotional text along the bottom: "$1000 REWARD WILL BE PAID TO ANYONE WHO CAN PROVE THAT WE HAVE USED ANY SUBSTITUTE FOR PURE MALT AND HOPS IN THE BREWING OF THIS BEER". The red oval emblem positioned above the brand name reinforces this purity pledge with an illustration of a hand holding a foamy glass alongside the words "Pure Malt & Hops."

Brand History

The "$1000 Beer" brand dates back to 1891, when Gettelman launched an aggressive quality-focused advertising campaign. By offering a standing $1,000 cash reward to any chemist or consumer who could prove the beer contained adjuncts or cereal substitutes—such as corn or rice—the brewery positioned its product as an uncompromised, traditional lager made strictly according to Bavarian purity principles. The "Natural Process" designation highlighted its extended lagering and traditional fermentation methods. Following Gettelman's sale to Miller Brewing Company in 1961, the $1000 brand continued for a short period before being phased out.

Brewery History

The company originated in 1856 when German immigrant George Schweickhart established the Menomonee Brewery in Milwaukee's Menomonee River Valley. In 1871, Adam Gettelman joined the operation, later becoming sole proprietor and formally incorporating as the A. Gettelman Brewing Company in 1887. Gettelman became known as the smallest of Milwaukee's historic "Big Five" breweries alongside Pabst, Schlitz, Blatz, and Miller. The family-run firm survived Prohibition by producing near beer and non-brewing ventures, remaining independent across three generations until its 1961 acquisition by neighboring Miller.

Collecting Context

Mid-century flat tops bearing Gettelman's monetary guarantee are popular centerpieces in Midwestern breweriana collections. Collectors value the design for its prominent consumer challenge and its connection to Milwaukee's storied industrial brewing heritage.