Schlitz Malt Liquor 12 Oz Tab Top Can

The Schlitz Blue Bull Can

The Schlitz Malt Liquor 12 oz tab top can, produced by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, features one of the most recognizable graphic identities in malt liquor breweriana. The focal point of the lithography is the famous charging blue bull mascot, an emblem that became the centerpiece of high-profile advertising campaigns throughout the brand's history.

Schlitz built enormous brand recognition around the mascot, popularized by television and print promotions urging consumers to "Look out for the Bull" and "Don't say beer, say Bull!" The bull illustration is prominently framed by the brewery declaration, "This Is Truly The Masterpiece Of Brewing Skill," set against a striking metallic background with deep blue and white accents alongside the traditional Jos. Schlitz script.

For breweriana collectors, variations of this can exist across different canning plants and distribution markets. As Jos. Schlitz expanded packaging operations nationwide, mandatory brewery city text along the side seam was updated to include facilities beyond the flagship Milwaukee brewery, such as Tampa, Longview, Los Angeles, and Memphis. Other variations stem from differing state alcohol regulatory statutes, where specific regional markets required alternative labeling such as "Malt Lager" or "Stout Malt Liquor" rather than standard malt liquor phrasing. Additional differences among specimens include distinct can manufacturer hallmarks, varied side-seam construction methods, and specialized lid stampings.