Schlitz Beer Flat Top Can

1960 Schlitz 10 oz Flat Top Can

Dated to 1960, this Jos. Schlitz flat top can features an uncommon 10-ounce volume rather than the industry's standard 12-ounce capacity. The mid-century design showcases the brewery's trademark diagonal crimson panel set with the classic cursive script logo and bordered by silver metallic trim. Positioned above the banner is the globe insignia flanked by subtle filigree detailing, while the lower portion highlights the historic slogan, "The Beer that made Milwaukee Famous," printed directly over the "10 OZS." volume statement.

Schlitz rose to national prominence during the late nineteenth century, fueled in large part by its relief efforts following the Great Chicago Fire of 1871. By sending hundreds of barrels of fresh drinking water and beer southward to the stricken metropolis, the company built tremendous goodwill and coined its enduring motto, "The Beer that made Milwaukee Famous." Schlitz was aggressively marketed across print, radio, and television as a premium national lager, celebrated for its purity and crisp profile. Although controversial recipe modifications and production shortcuts in the 1970s severely undermined brand loyalty, Schlitz remains one of the defining names in American brewing history.

The Jos. Schlitz Brewing Company traces its roots to 1849, when German immigrant August Krug founded a modest brewing operation in Milwaukee, Wisconsin. Following Krug's death, bookkeeper Joseph Schlitz took over operations, married Krug's widow, and renamed the enterprise in 1858. Schlitz grew rapidly, surviving Prohibition through the sale of malt syrups, yeast, and near beer before regaining its position as the top-selling brewery in the United States during the postwar decades. Following prolonged labor disputes and declining sales, the company was bought by the Stroh Brewery Company in 1982, with the label eventually joining the Pabst Brewing Company portfolio.

Among breweriana collectors, early 1960s flat top cans produced in non-standard sizes like 10 ounces hold strong appeal. Representing the twilight years of the flat top era before self-opening pull tabs swept the beverage industry, this container captures an iconic brand at the height of its mid-century distribution.