Schlitz Beer Cone Top Can

Schlitz Cone Top History & Design

The Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, played a pioneering role in the evolution of canned beer packaging through its partnership with the Continental Can Company. When the container manufacturer introduced its "Cap-Sealed" design, Schlitz became one of the earliest major American breweries to embrace the format for its flagship lager.

Early production models featured the distinctive Flat Bottom Inverted Rib (FBIR) construction, an engineering trait specific to Continental Can Company's earliest manufacturing runs. These containers incorporated inverted ribs pressed into the top cone and a flat base before design modifications transitioned the bottom lid to a concave profile to better manage filling lines and internal pressure.

The lithography of the Schlitz cone top highlighted the brewery's legendary slogan, "The Beer That Made Milwaukee Famous," anchored by the iconic Schlitz globe trademark enclosed within a belted ribbon. During early promotional runs, the brewery also featured "Sunshine Vitamin D" text prominently on the label face, reflecting contemporary marketing trends.

Over the course of its production run, multiple variations emerged that remain central to breweriana research. These encompass versions carrying the mandatory "Internal Revenue Tax Paid" (IRTP) statement, variations in alcohol declaration statements, and shifts in corporate address text. Beyond standard commercial issues finished in striking metallic copper, deep brown, and red palettes, specialized non-reflective olive drab variations were manufactured for distribution to armed forces overseas during World War II.

Because the cone top was specifically engineered to run through existing bottling lines with minimal retooling, the Schlitz cone top represents a pivotal milestone in industrial brewing packaging, marking the commercial transition from glass bottles to canned beer.