Schlitz Beer Test Can

1976 Schlitz Foil Label Test Can

Dating to 1976, this 12-ounce straight steel tab top container is an experimental test can produced for the Jos. Schlitz Brewing Company. Rather than directly lithographing the graphics onto the metal body, the brewery applied a paper foil label over the straight steel shell. The front face showcases the classic belted Schlitz globe above the signature rhomboid logo. Across the upper portion, gold text highlights 127 years of brewing heritage and cites the historic slogan, "The Beer That Made Milwaukee Famous." Along the bottom rim, the mandatory statement lists six production cities operated by the brewing giant at the time, reflecting its nationwide packaging footprint.

Schlitz originated in the mid-19th century and grew into one of the most recognized beer brands in the world. The brand gained massive national prominence after shipping beer to supply Chicago after the Great Chicago Fire of 1871, an effort that inspired its legendary marketing slogan. Throughout the mid-20th century, Schlitz was positioned as a premium national lager and battled for the top sales position in the American beer industry. Although production alterations and recipe adjustments caused market share to decline sharply in the late 1970s, the brand retained deep cultural resonance and was later revived under the Pabst Brewing Company portfolio.

The brewery traces its roots to 1849, when August Krug established a tavern and small brewing operation in Milwaukee, Wisconsin. Following Krug's death, bookkeeper Joseph Schlitz assumed control of the enterprise and incorporated it under his name. After Schlitz was lost at sea in 1875, management passed to Krug's nephews, the Uihlein family, who guided the firm through massive industrial expansion. The brewery navigated Prohibition by selling malt syrups, soft drinks, and near beer, emerging to build modern production plants across the country. Following financial turbulence and labor disputes, the business was acquired by the Stroh Brewery Company in 1982.

For breweriana collectors, test cans from the 1970s offer a fascinating glimpse into packaging development. Experimental foil label mockups allowed brewery marketing and design teams to evaluate aesthetic balance, color reflectivity, and font arrangements before committing to full-scale commercial production runs. These prototype issues remain prized additions for collectors specializing in Milwaukee brewing history and tab-top era variations.