Schlitz Malt Liquor 12 Oz Tab Top Can

The Schlitz Malt Liquor Bull Can

Issued by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, the Schlitz Malt Liquor 12 oz tab top can is one of the most recognizable artifacts of mid-century American breweriana. The can design is anchored by the brand's iconic charging blue bull insignia, which inspired the famous beverage nickname, "The Bull".

Schlitz supported the packaging with aggressive marketing campaigns featuring live bulls smashing through walls, famous soul and funk musicians, and memorable slogans like "Don't say beer, say Bull!" The bold graphics combine metallic blue, deep red, and gold accents, creating an eye-catching display piece that defined malt liquor graphic design during the tab top era.

For collectors of brewery history, this can provides insight into the expansion of Jos. Schlitz during its peak years. Multiple variations exist due to changes in mandatory labeling, variations in text layout, and differing mandatory brewery plant lists reflecting Schlitz facilities across cities such as Milwaukee, Tampa, Longview, Los Angeles, and Winston-Salem. Because Schlitz was an early industry adopter of tab top closures, these cans mark a pivotal phase in national metal packaging history.