Moose Brand Beer 12 Oz Tab Top Can

Schell's Moose Brand Beer Steel Can

This 12-ounce straight steel can represents a late-1970s release of Moose Brand Beer produced by the August Schell Brewing Company. Featuring a stay-top opening mechanism, this example reflects the industry's shift toward non-detachable tabs, with the stay-tab version formally documented in collector archives while earlier pull-tab executions remain largely undocumented. The label design prominently features the classic advertising claims "Crowned by Success Everywhere" and "The Monarch of All Beers," centered around an illustrated moose bust wearing a royal crown inside an oval frame with barley accents.

Moose Brand originally debuted in northern Minnesota around the turn of the twentieth century as a signature offering of the Duluth Brewing & Malting Company. Marketed widely across the Upper Midwest and Iron Range, the brand gained substantial popularity before Duluth Brewing eventually ceased operations. August Schell later revived the heritage brand in the late 1970s, leveraging the nostalgic graphics, slogans, and majestic mascot to appeal to regional consumers seeking traditional regional brews.

Founded in 1860 by German immigrant August Schell along the Cottonwood River in New Ulm, Minnesota, the August Schell Brewing Company stands as the second-oldest family-owned brewery in the United States. Schell survived the challenges of Prohibition by manufacturing near-beer and carbonated beverages, subsequently weathering post-war industry consolidation through a commitment to independent family management, regional pride, and specialized small-batch and revival packaging.

Within the collector community, this can appeals to Upper Midwest breweriana historians and August Schell specialists alike. It captures a distinct moment in American brewing history when historic regional brand identities were revitalized on modern steel can packaging.