Schlitz Beer Test Can

Schlitz Experimental Test Can

The Schlitz Beer Test Can originates from the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. Produced during packaging evaluation phases, test cans allowed the brewery to assess experimental lithography, branding layouts, color palettes, and protective coatings before committing to large-scale commercial production.

During its prominence as a leading American brewing operation, Schlitz placed great importance on retail presentation and brand identity. Prototype cans were commissioned in limited runs to test alterations in typography, variations of the signature belted rhomboid and globe logo, and trial placements of the famous slogan, "The Beer That Made Milwaukee Famous". Some versions explored alternative metallic reflectivity, ink formulations, and specialized lacquer finishes.

Variations exist across surviving examples, including sealed mockups developed for executive review and sample cans rolled from flat lithographed proof sheets that never entered commercial packaging lines. These test pieces often bear technical production indicators, such as alignment marks, printer color registration bars, or draft mandatory text along the seams.

Because sample and prototype packaging was intended strictly for internal evaluation, marketing focus groups, or container manufacturing trials, most test cans were discarded or retained within brewery archives once design decisions were finalized. Surviving specimens offer breweriana collectors valuable insight into the graphic design evolution and packaging development of the Jos. Schlitz Brewing Company.