Schlitz Malt Liquor 12 Oz Tab Top Can

The Schlitz Malt Liquor Bull Can

The Schlitz Malt Liquor 12 oz tab top can stands as an emblem of American breweriana from the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin. First introduced in the 1960s to expand beyond traditional lagers, the brand achieved widespread recognition through bold packaging dominated by its charging bull mascot.

Visual Identity and Advertising History

The graphic design of the 12-ounce can centers on the recognizable blue bull illustration and the classic Schlitz script. Schlitz supported the packaging with high-profile advertising campaigns featuring live Brahma bulls crashing through walls, accompanied by memorable slogans such as "Don't say beer, say Bull" and "Nobody does it like the bull". This energetic promotion established the bull can as a prominent fixture in television and print media.

Collector Notes and Variations

For breweriana enthusiasts, the 12 oz tab top format features several known variations across production runs:

• Brewery City Lines: Because Jos. Schlitz operated multiple brewing facilities nationwide, cans showcase differing plant identification text on the side panels, including Milwaukee, Wisconsin; Tampa, Florida; Longview, Texas; Los Angeles, California; Brooklyn, New York; and Memphis, Tennessee.
• State-Mandated Labeling: In jurisdictions where local alcohol regulations restricted the term "Liquor," Schlitz released alternative text runs, including cans designated as "Malt Lager".
• Can Construction: Production spanned industry shifts in metal packaging, appearing in both all-steel and aluminum body constructions alongside varying lid stampings and state tax imprints.

Due to its memorable mascot and role in American brewing history, the 12 oz Schlitz Malt Liquor tab top remains a staple piece for collectors of malt liquor and Milwaukee breweriana.