Li'l Bull Malt Liquor Test Can

Jos. Schlitz Li'l Bull Test Can

The Li'l Bull Malt Liquor Test Can is a prototype container developed for the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Created during internal brand development and marketing evaluation phases, this can was designed to explore a compact product presentation centered around Schlitz's famous malt liquor line and its iconic bull branding.

Background and Development

During the height of Jos. Schlitz's national prominence, the brewery frequently collaborated with major packaging manufacturers to produce trial mock-ups and sample cans. These prototypes allowed brewery executives, art directors, and marketing teams to evaluate prospective brand names, distinct color palettes, and graphic treatments before committing to large-scale commercial manufacturing runs. The "Li'l Bull" concept tested a downsized package format paired with a playful sub-brand identity derived from the company's flagship malt liquor mascot.

Design and Collector Significance

The design of the Li'l Bull test can adapts the brewery's signature charging bull motif to fit the smaller container format, showcasing customized typography and experimental layout arrangements. Rather than reaching standard grocery store shelves or retail distributors, prototype cans were produced in limited sample runs strictly for internal focus groups, laboratory testing, and brewery review. As a result, surviving specimens typically trace their lineage to brewery archives, employee collections, or container manufacturer proof vaults.

Among breweriana collectors, the Li'l Bull test can represents an important artifact documenting the creative and iterative packaging history of the historic Milwaukee brewer. Known variations exist across different trial phases, reflecting subtle revisions in mandatory text placement, background coloring, and emblem sizing.