Reno Beer 12 Oz Tab Top Can

Jos. Schlitz Reno Concept Can

The Reno Beer 12 oz tab top can represents a fascinating chapter in the developmental history of the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Renowned historically as one of America's brewing giants, Schlitz frequently explored new marketing initiatives, brand names, and packaging concepts to expand its portfolio across competitive markets.

Among the prospective brand names evaluated by the Milwaukee brewer was Reno, which was developed alongside other concept brands such as Schooner and Joseph. During the brand testing and design evaluation phases, Schlitz produced prototype and test cans—often utilizing concept foil labels and mockups—to assess potential commercial presentation before committing to national distribution.

While high-volume brewing operations remained centered around the brewery's primary flagship lines, items from the Reno project survived primarily through brewery archives and internal collections before surfacing within the collector community. Known variations exist among the concept mockups and test issues created during this developmental initiative. Today, the can stands as a notable artifact of brewery branding trials and corporate package development.