Heileman's Old Style Lager Beer Flat Top Can

Mid-Century Old Style Lager Can

Produced in the late 1950s by the G. Heileman Brewing Company in La Crosse, Wisconsin, this 12-ounce flat top can represents a classic mid-century design for the brewery's flagship brand.

The label is distinguished by a red serrated banner in the upper right stating "aged longer than any other beer", highlighting Heileman's long-running marketing campaign centered on extended natural lagering and kraeusening. Positioned above the bold horizontal green band is the recognizable Heileman grenadier mascot raising a foaming glass.

The lower panel features an elaborate pictorial scene celebrating Old World brewing heritage. Set against an idyllic forest backdrop, the detailed illustration depicts monks enjoying steins outside rustic stone cellars, aging casks inscribed with "Old Style Lager," an oxen team pulling a wagon loaded with barrels, and a half-timbered brewery building. A red diagonal seal on the building mimics the authentic brewery signature guarantee. Flanking the artwork is promotional text touting Old World methods, select hops, in-house malting, pure Wisconsin water, and double fermentation.

Collectors prize this pictorial variation of Old Style for its rich narrative illustration and prominent advertising slogans that defined Heileman's regional identity during the post-war era.