Schlitz Beer Test Can

1972 Schlitz Beer Striped Globe Can

Dating to 1972, this 12-ounce Schlitz test can represents an experimental design trial produced in straight steel construction with a tab top. The face of the can features Schlitz's recognizable slanted parallelogram emblem showcasing the white script logotype set against a rich maroon background. Positioned directly above is a detailed variation of the brewery's trademark belted globe crest, distinguished specifically by fine horizontal latitudinal and longitudinal stripes across the orb's surface. Flanked by delicate scrollwork, the insignia sits over the famous brand motto, "The Beer that made Milwaukee Famous," with mandatory volume markings and a multi-plant brewery line wrapped along the bottom rim.

Schlitz originated in the mid-nineteenth century and grew into one of the most prolific beer brands in American history. It gained massive recognition in the aftermath of the 1871 Great Chicago Fire when it sent hundreds of barrels of drinking water and beer to the devastated city, cementing its legendary slogan. Throughout the mid-twentieth century, Schlitz engaged in aggressive nationwide marketing, famously declaring "When you're out of Schlitz, you're out of beer." By the 1970s, it stood as the second-largest brewing brand in the United States before costly recipe changes and production shortcuts led to a steep decline in consumer popularity.

The Joseph Schlitz Brewing Company traces its origins to 1849, when August Krug established a small brewery in Milwaukee, Wisconsin. Joseph Schlitz, Krug's bookkeeper, assumed management after Krug's death and formally renamed the enterprise in 1858. Following Schlitz's demise at sea in 1875, management passed to the Uihlein family, who propelled the company into an industrial powerhouse. Schlitz weathered Prohibition by selling malt extract and soft drinks, emerging ready for aggressive post-war expansion. By the 1970s, the company operated major regional production facilities across the country, including plants in Brooklyn, Tampa, and Longview, before being acquired by the Stroh Brewery Company in 1982.

Test cans from major national brewers hold special interest among collectors because they document the developmental stages of packaging graphics and manufacturing trials. Cans showcasing distinct emblem nuances, such as this striped globe variation, highlight the meticulous evolution of corporate imagery during the height of the pull-tab era.