Reno Beer Test Can

Jos. Schlitz Reno Concept Can

The Reno Beer Test Can is a prototype developed by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Produced during an era of experimental brand development and market testing, this container exemplifies Schlitz's efforts to explore alternative brand identities and graphic presentations that differed significantly from their standard flagship lines.

Background and Development

During exploratory marketing phases, major brewing companies frequently commissioned test runs and prototype cans to evaluate new brand names, visual aesthetics, and shelf appeal before committing to nationwide commercial distribution. The Reno brand concept was conceived as part of these internal packaging trials. Many of these test items were never distributed to general retail markets, surviving primarily through factory sample archives, mock-up proofings, and items preserved by brewery personnel.

Design and Variations

The Reno can design centers around the bold "Reno" moniker, projecting a crisp brand image. Because this project remained in the developmental and experimental phase, collectors recognize several production variations across surviving examples. Known variations include concept versions produced with paper or aluminum foil labels affixed to sample cans, differing mandatory text layouts referencing multiple production cities, and alternative placements of universal product coding. Both regular beer and light beer iterations of the concept were developed during these testing trials.

Today, the Reno test can remains a fascinating piece of breweriana, providing historical insight into Jos. Schlitz's experimental packaging initiatives and unreleased brand concepts.