Schlitz Beer Flat Top Can

The Iconic Schlitz Flat Top Can

The Schlitz Beer Flat Top Can, produced by the Jos. Schlitz Brewing Company in Milwaukee, Wisconsin, stands as one of the most widely recognized centerpieces in American breweriana. Featuring the world-renowned slogan "The Beer That Made Milwaukee Famous" alongside the classic belted globe logo, this container highlights the visual identity of one of mid-century America’s largest brewing operations.

Visual Design and Lithography

The can’s graphic layout is noted for its striking palette of rich metallic gold, deep red, and crisp white lettering. The central face prominently displays the Schlitz script and the iconic globe emblem encircled with the brewery banner. The metallic bands along the top and bottom rims accentuate the lithographic printing supplied by major container manufacturers of the era, primarily the American Can Company and the Continental Can Company.

Collector Variations

Breweriana collectors identify several variations across production runs. Notable differences appear on the side and mandatory text panels:

• Statutory Markings: Early production runs include the mandatory "Internal Revenue Tax Paid" (IRTP) statement, while later runs omit this tax text following federal regulatory changes.
• Lid Stampings and Statements: Top lids and side panels reflect different state alcohol control statements, including varying alcohol-by-weight percentage markings.
• Brewery Locations: While Milwaukee served as the primary headquarters, runs manufactured across expanding regional operations feature typographic updates in the facility credits.

Historical Highlights

During World War II, metal rationing redirected civilian packaging, leading to special-issue flat top cans finished in matte olive drab specifically for armed forces stationed overseas. Following the war, Schlitz leveraged the flat top platform to test packaging innovations, including offering larger formats such as 16-ounce cans. Today, the Milwaukee-brewed Schlitz flat top remains a foundational staple among breweriana historians and can collectors.