Gettelman Milwaukee Beer Flat Top Can

Gettelman Picnic Flat Top Can

Produced during the mid-1950s, this twelve-ounce flat top can belongs to a celebrated pictorial set issued by the A. Gettelman Brewing Company. The front design is defined by an illustrative leisure vignette captioned "Picnic" contained within a bold, arched blue backdrop. At the center of the scene, a cheery character in traditional Bavarian attire—complete with lederhosen and an ornate vest—raises a foamy pilsner glass that is framed by a golden wheat wreath medallion. Next to him sits a wooden dining table laden with a wedge of cheese and sausage, accompanied by a chair cut with a traditional heart motif, while fellow picnickers gather around an outdoor bench in the background.

The Gettelman brand championed Milwaukee's deep-rooted German brewing traditions while positioning its lager as a wholesome, unpretentious beer brewed for everyday relaxation and conviviality. Backed by catchy advertising campaigns and the staccato slogan "Get... Get... Gettelman," the brand highlighted recreational pastimes to connect with local working-class households. The brewery frequently relied on charming folk mascots and cartoon figures to give its packaging an inviting, communal identity. Although the Gettelman name gradually vanished from store shelves following the firm's acquisition in the 1960s, its heritage was carried forward in high-volume value labels.

The history of the brewery began in 1856 when George Schweickhart founded the Menomonee Brewery in Milwaukee, Wisconsin. Adam Gettelman joined the operation in 1871 and took sole control five years later, renaming the business the A. Gettelman Brewing Company. While recognized as the smallest member of Milwaukee's historic "Big Five" brewing concerns alongside giants like Pabst, Schlitz, Blatz, and Miller, Gettelman maintained a reputation for innovation. The company successfully weathered Prohibition by producing near beer and expanding into industrial sidelines. Under the leadership of Frederick "Fritz" Gettelman, the brewery introduced significant technical advances, including the development of the modern steel beer barrel in 1933 and early collaborative work on lined beer cans. In 1961, facing escalating competition and consolidation across the industry, the Gettelman family sold the brewery to neighboring Miller Brewing Company.

Mid-century pictorial scene cans hold a revered position among breweriana enthusiasts, and Gettelman's recreational set represents one of the most distinctive illustrative releases of its time. The intersection of local Milwaukee brewing heritage, cheerful narrative artwork, and postwar packaging design makes this graphic flat top an enduring favorite among collectors.