Reno Beer Test Can

Jos. Schlitz Reno Concept Can

The Reno Beer Test Can is an experimental prototype created for the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Developed during a period of brand exploration and product testing, this can represents an internal packaging concept aimed at evaluating prospective regional brand names and design treatments.

Background and Design

During brand development phases, large breweries frequently produced sample mockups to test visual aesthetics, shelf impact, and consumer appeal before initiating wide distribution. The Reno brand was prepared through sample trial methods, with graphics rendered on paper and metallic foil label applications affixed to can bodies. The label prominently features the "Reno" brand lettering along with mandatory corporate markings attributing the brand to Jos. Schlitz.

Prototype Variations

Because test and sample cans were never released into general consumer circulation, known examples typically made their way into the collector market via former brewery staff, design archives, and manufacturing sample repositories. Multiple variations of the Reno prototype are recognized among breweriana specialists, displaying subtle differences in background coloration, foil textures, and typography placement. Alongside associated concept pieces such as Reno Light, this can remains a notable artifact of Jos. Schlitz's marketing and container design trials.