Gettelman Milwaukee Beer Flat Top Can

Gettelman BBQ and TV Flat Top Can

This 12-ounce flat top can represents one of the most distinctive mid-century promotional designs issued by the A. Gettelman Brewing Company of Milwaukee, Wisconsin. Released during the late 1950s, the can belongs to a celebrated pictorial series showcasing everyday American leisure activities. The primary panel features a playful mid-century graphic illustration of a backyard barbecue, portraying a chef in an apron tending a brick grill with skewers alongside a loyal dog and beverage cups bearing the Gettelman "G" monogram. Paired with a complementary television viewing scene on the alternate face, the can captures the mid-century suburban ideal.

Gettelman Milwaukee Beer was marketed to working-class consumers with an emphasis on hometown pride, solid brewing tradition, and casual leisure. During the post-World War II era, as home refrigeration expanded and packaged beer sales eclipsed draft consumption, regional brewers turned to eye-catching illustrated packaging to market their product as the perfect companion for household gatherings, weekend cookouts, and relaxed evenings.

The history of the brewery dates to the 1850s, when George Schweickhart founded the Menomonee Brewery in the Menomonee Valley near Milwaukee. Adam Gettelman joined the operation and assumed full control in the 1870s, renaming the enterprise the A. Gettelman Brewing Company. Though smaller than Milwaukee's national giants, Gettelman thrived on a reputation for quality and technical innovation. The company famously instituted a cash guarantee assuring the purity of its malt and hops, while also creating enduring brand names such as Milwaukee's Best. After weathering Prohibition through the manufacture of non-alcoholic malt beverages and other commercial goods, Gettelman resumed full brewing operations upon Repeal. The brewery remained an independent Milwaukee staple until 1961, when it was acquired by the neighbouring Miller Brewing Company.

Among breweriana enthusiasts, Gettelman's mid-century illustrated series is highly prized for its vibrant graphic art and snapshot of postwar pop culture. With several distinct activity scenes printed across a variety of bold background colors, the BBQ and TV can stands as a favorite example of vintage American can lithography.