Old Milwaukee Genuine Draft Test Can

Schlitz Genuine Draft Test Can

The Old Milwaukee Genuine Draft Test Can represents an important phase of packaging and marketing trial runs conducted by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Produced in limited quantities for market evaluation, this can was designed to gauge consumer response to packaged draft-style branding before committing to broad commercial rollout.

During this era, major American brewers actively experimented with draft-themed labeling to suggest tap freshness in packaged containers. Schlitz used the Old Milwaukee line—already recognized as a prominent regional and national brand—to test distinct label layouts featuring prominent "Genuine Draft" phrasing alongside the classic brand heraldry. These sample runs allowed brewery executives and marketing teams to evaluate shelf appeal against competitors in selected test markets.

Because test cans were produced in restricted quantities for internal review or targeted regional trials, many examples survived through brewery archives or can manufacturing facilities, including Continental Can Company plants, where trial sheets and sample proofs were reviewed for graphic alignment, seam integrity, and ink pigmentation.

Variations of this test can exist among collectors, reflecting differences in metal fabrication materials—such as aluminum and straight steel bodies—as well as variations in mandatory plant listings and minor text arrangements. The Old Milwaukee Genuine Draft test can remains a notable artifact of Jos. Schlitz corporate experimentation and mid-century beverage design history.