Encore Brewmaster's Private Recipe Beer 12 Oz Tab Top Can

Jos. Schlitz 1971 Encore Beer Can

Introduced in 1971 by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, Encore was packaged and marketed under the subtitle "Brewmaster's Private Recipe Beer." Schlitz developed the label during a major period of nationwide expansion, presenting it with a traditional crest and ornate heraldic artwork on the display face.

This straight steel 12 oz can is finished in an enamel tan background and assembled with a glued side seam. The mandatory brewery statement printed on the side lists eight brewing locations across the country: Milwaukee, Wisconsin; Brooklyn, New York; Tampa, Florida; Longview, Texas; Kansas City, Missouri; Los Angeles, California; Winston-Salem, North Carolina; and Memphis, Tennessee.

Because Encore had a relatively brief run on retail shelves during the early 1970s, containers bearing the brand are recognized pieces of Jos. Schlitz breweriana history. Known variations across the Encore line include differences in can finishes—such as enamel tan versus metallic gold—as well as alterations in mandatory city listings and typography formatting.