Schlitz Beer 12 Oz Tab Top Can

Schlitz 12 Oz Tab Top Can

The Schlitz Beer 12 Oz Tab Top Can is a classic piece of mid-century breweriana from the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Known nationwide for its enduring slogan, "The Beer That Made Milwaukee Famous," Schlitz established itself as an American brewing titan.

Packaging Innovation

Schlitz played a central role in the evolution of beverage containers by becoming the first major national brewer to introduce and distribute self-opening tab top cans on a massive scale. This wide-scale rollout revolutionized modern beverage packaging, helping canned beer overtake bottled beer sales across the United States.

Visual Identity

The can features the quintessential mid-century Jos. Schlitz aesthetic. The face is anchored by the flowing italicized Schlitz script logotype, contrasting color bands, and the traditional belted rhombus emblem. This layout represents the imagery of Schlitz's celebrated "Real Gusto" promotional era, making it one of the most recognizable graphic designs in breweriana.

Known Variations

Because Jos. Schlitz operated multiple regional packaging facilities across the country to satisfy nationwide demand, several variations exist across production runs:

• Brewery Mandatories: Side panels highlight different brewery location listings, pairing the primary Milwaukee headquarters with regional plants such as Tampa, Los Angeles, Longview, and Memphis.
• Can Construction: Examples were manufactured with all-aluminum bodies as well as steel-bodied cans with aluminum lids.
• Markings & Stampings: Differences appear in regional state-mandated text, lid rim stampings, and tax notices.