Schlitz Beer 12 Oz Tab Top Can

Schlitz 12 Oz Tab Top Can History

Produced by the Jos. Schlitz Brewing Company in Milwaukee, Wisconsin, the Schlitz Beer 12 Oz Tab Top Can represents a major packaging era for the brewery famously known for "The Beer That Made Milwaukee Famous." During the peak of its brewing prominence, Schlitz was at the forefront of the industry's shift to modern can packaging, backing the rollout with high-profile nationwide marketing campaigns that encouraged consumers to join the switch to their self-opening cans.

Design and Branding

The exterior of the 12-ounce can showcases the iconic Schlitz graphic identity. Centered on the display is the signature red belted rhombus emblem overlaid with the classic Schlitz script in white, framed by metallic and gold accents. Mandatory text highlights the Jos. Schlitz Brewing Co. name, prominently noting the historic Milwaukee brewery headquarters.

Production and Variations

As Schlitz expanded its distribution footprint across the United States, canning occurred across multiple regional facilities. Because of this widespread manufacturing network, collectors document several variations of this can. Known variations include differences in the mandatory city line combinations listed on the body—reflecting satellite breweries such as Tampa, Longview, Los Angeles, and Memphis—along with subtle differences in seam construction, lid rim embossing, and logo placement.

Today, the Schlitz 12-ounce tab top stands as an essential artifact of mid-century American macro-brewing history and beverage packaging evolution.