Schlitz Beer 12 Oz Tab Top Can

1960 Schlitz Steel Zip Top Can

Introduced around 1960, this straight steel 12-ounce container exemplifies the transitional era of American beer packaging when breweries began adopting self-opening closures. Produced for the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, the can displays the brand's mid-century graphic layout: a bold red rhomboid field framing the flowing Schlitz cursive script, set beneath the belted globe emblem and resting over the renowned slogan, "The Beer that made Milwaukee Famous". Fitted with an early zip top lid, this container reflects the packaging evolution away from traditional churchkey-opened cans toward integrated opening convenience.

The Schlitz brand was established in the mid-19th century and became a household staple through national distribution and clever marketing. Its enduring slogan emerged following the Great Chicago Fire of 1871, when the brewery shipped vast quantities of fresh beer to Chicago after local breweries burned down, establishing instant regional loyalty. Positioned as a flagship American lager, Schlitz reinforced its status through prominent mid-century advertising that emphasized quality and gusto. Although production changes during the late 1970s caused severe market fallout, Schlitz remains an enduring legacy brand in American brewing lore.

The company was founded in 1849 when August Krug began brewing in Milwaukee. Following Krug's passing, his bookkeeper, Joseph Schlitz, took over the brewery and renamed it. After Schlitz was lost at sea in 1875, Krug's nephews—the Uihlein family—assumed control and steered the enterprise into becoming the largest brewery in the United States by the early 20th century. The brewery navigated Prohibition by manufacturing malt extract, bakers' yeast, and soft drinks, before quickly regaining top national ranking post-Repeal. Schlitz continued manufacturing in Milwaukee until an acquisition by the Stroh Brewery Company in 1982.

For breweriana collectors, early 1960s zip top cans represent an important phase in container history. Enthusiasts value these pieces for capturing the transition from heavy steel flat tops to early pull-tab technology, as well as the graphic evolution of America's historic national brewing brands.