Schlitz Beer Flat Top Can

1962 Schlitz Flat Top Beer Can

This 12-ounce flat top can dates to 1962, capturing a pivotal moment in packaging history just before self-opening pull tabs revolutionized the industry. The design features Schlitz’s classic mid-century aesthetic, centered on an angled crimson rhomboid panel bearing the flowing white script logo framed by metallic silver trim. Positioned above this central emblem is the iconic blue globe trademark wrapped in a Schlitz ribbon and flanked by fine line flourishes, while the lower portion displays the legendary cursive slogan, "The Beer that made Milwaukee Famous".

Schlitz earned its widespread recognition during the late nineteenth century. Following the Great Chicago Fire of 1871, the brewery shipped hundreds of barrels of beer to the stricken city, establishing enduring regional loyalty and giving rise to its defining Milwaukee tagline. Throughout the mid-twentieth century, Schlitz aggressively marketed its flagship beer as a premier American standard, famously pairing its heritage slogan with later promotional campaigns that celebrated living life with gusto.

The Jos. Schlitz Brewing Company originated in Milwaukee, Wisconsin, in 1849 when August Krug established a small brewing venture. Joseph Schlitz, the brewery's bookkeeper, took over operations following Krug's death and incorporated the business under his own name in 1874. Schlitz weathered the nationwide shutdown of Prohibition by manufacturing malt syrup, soft drinks, and confections, reemerging in 1933 ready for massive postwar expansion. By the 1950s, Schlitz had achieved the status of the top-selling brewing company in the United States, maintaining vast multi-plant distribution networks before market shifts ultimately led to its acquisition by the Stroh Brewery Company in the early 1980s.

For breweriana collectors, this flat top can represents the final years of traditional steel flat top production from one of the quintessential titans of American brewing. Its clean typography and enduring iconography make it a cornerstone piece for enthusiasts documenting Milwaukee's historic brewing legacy.