Schlitz Malt Liquor 12 Oz Tab Top Can

The Schlitz Blue Bull Tab Top

The Schlitz Malt Liquor 12 oz tab top can, produced by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, stands as one of the most recognizable graphic designs in malt liquor breweriana. Centered on the can is the famous charging blue bull mascot, an emblem that became synonymous with the brand's powerhouse marketing identity.

Schlitz elevated the brand's visibility through memorable pop-culture marketing campaigns, centering its television and print presence on the slogan "Don't say beer, say Bull!" and featuring commercials where a charging bull burst dramatically into domestic scenes. The can design prominently carries the classic declaration, "This Is Truly The Masterpiece Of Brewing Skill," framing the central bull artwork over its metallic background.

For can collectors, several variations exist across production runs. As the Jos. Schlitz Brewing Company expanded distribution nationwide, mandatory brewery city lists printed along the seam were periodically updated to reflect production at regional plants, including facilities in Tampa, Longview, Los Angeles, Winston-Salem, and Memphis. Other subtle variations involve differences in side-seam construction, manufacturer maker marks from can makers such as Continental Can Company, and specialized vanity embossing on the top lid.