Schlitz Malt Liquor 12 Oz Tab Top Can

Schlitz Malt Liquor Tab Top Can

Introduced in the 1960s by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, Schlitz Malt Liquor represented the brewery's major push into the burgeoning malt liquor market. The can became widely recognized for its bold graphic presentation centered around the iconic blue charging bull emblem.

The imagery on the can was backed by one of the most memorable marketing blitzes in brewing history. After initial marketing aimed at upscale cocktail settings failed to catch on, Schlitz pivoted to a high-impact campaign centered on the slogan "Don't say beer, say Bull!" Television commercials famously showcased live Brahma bulls bursting through walls and crashing musical showdowns, cementing the can's visual emblem in American pop culture.

Throughout its production life across the Jos. Schlitz network, the can appeared with several subtle text and manufacturing revisions. Known variations exist with differing mandatory city listings reflecting the company's distribution and production facilities beyond Milwaukee, including plants in Tampa, Longview, and Winston-Salem. Variations also exist from various can manufacturers of the era, featuring differences in seam marks, metal composition, and bottom lid stampings.

As a classic artifact of Milwaukee breweriana, this can remains a standout centerpiece among collectors of vintage malt liquor containers.