Schlitz Beer 12 Oz Tab Top Can

1975 Schlitz 12 Oz Memphis Can

This 12-ounce straight steel tab top can was issued in 1975 by the Jos. Schlitz Brewing Company. Constructed with a classic pull-tab lid, the face displays the traditional angled Schlitz rhomboid badge flanked by ornamental flourishes and the globe emblem. Below the central brand banner, the long-standing slogan "The Beer that made Milwaukee Famous" appears in script above the volume statement. Notably, the can includes an early Universal Product Code (UPC) barcode on the side panel, reflecting the mid-1970s retail transition toward automated scanning. The bottom mandatory text lists six brewing cities, with a distinguishing identification dot placed specifically over Memphis, denoting production at the company's Tennessee facility.

Schlitz originated in the mid-19th century and grew into a dominant national brand. Heavily promoted through aggressive advertising, the beer became synonymous with its famous Milwaukee catchphrase and the later slogan "When you're out of Schlitz, you're out of beer." During the mid-20th century, Schlitz stood as one of the best-selling beers in the United States, rivaling industry leaders for the top spot. However, brand loyalty declined sharply after mid-1970s recipe modifications and cost-cutting fermentation shortcuts altered the beer's quality, leading to a severe sales downturn.

The Jos. Schlitz Brewing Company traces its origins to August Krug's Milwaukee brewery in 1849. Joseph Schlitz took over operations following Krug's death, incorporating the enterprise in 1858. Management later passed to the Uihlein family, who steered the brewery through Prohibition by manufacturing non-alcoholic beverages and confections. In the post-war era, Schlitz built a nationwide network of modern production plants, including the large Memphis brewery opened in 1971. Financial struggles and labor unrest culminated in the company's sale to the Stroh Brewery Company in 1982, after which the brand and assets eventually passed into the Pabst Brewing Company portfolio.

Among breweriana enthusiasts, 1970s steel pull-tab cans represent a pivotal transitional era in beverage packaging. Containers featuring multi-city mandatory lists and plant-specific marks—such as the Memphis identification dot—are closely documented by collectors who study national distribution networks and regional canning variations.