Schlitz Beer Test Can

The Jos. Schlitz Test Can

The Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, regularly experimented with can graphics, metallic finishes, and regional marketing designs before committing to full-scale commercial distribution. Test cans like the Schlitz Beer Test Can were produced in limited quantities, often distributed exclusively to focus groups, select test markets, or retained internally at brewery headquarters to evaluate graphic presentation and brand appeal on retail shelves.

Schlitz was one of the largest brewing operations in the United States throughout the mid-to-late twentieth century, famously known for slogans such as "The Beer that Made Milwaukee Famous" and "When You're Out of Schlitz, You're Out of Beer." Because of the company's prominent market share, design changes were heavily researched. Prototype and sample cans allowed packaging designers and marketing executives to evaluate alterations in font styling, the positioning of the signature Schlitz rhomboid and globe logo, and variations in the classic gold, brown, white, and red color palettes.

Several variations of Schlitz test designs exist, reflecting different stages of packaging evolution and trial graphic treatments. In many instances, these test cans feature differences in mandatory text, such as brewery location listings or alcohol statements, while others showcase alternative slogan placements and experimental metallic coatings. Some examples were rolled from flat proof sheets that were never officially filled or seamed for retail distribution.

Due to their restricted trial runs and unreleased status, test cans from the Jos. Schlitz Brewing Company remain highly prized among breweriana collectors. They offer tangible insight into the development pipeline of one of America's most influential historical brewing giants.