Schlitz Sunshine Vitamin D Beer Cone Top Can

Schlitz Sunshine Vitamin D Cone Top

This 12-ounce cone top container dates to the post-Prohibition era of the late 1930s, bearing the mandatory Internal Revenue Tax Paid statement. Produced during the ongoing refinement of Continental Can Company's cone top containers, this variation features a concave bottom profile and omits an explicit alcohol content statement. The label artwork is distinguished by the stylized sunburst effect bordering the lettering for "VITAMIN D," visually reinforcing the theme of sunlight alongside the brewery's enduring tagline, "The Beer That Made Milwaukee Famous".

Schlitz introduced Sunshine Vitamin D Beer in 1936, riding the wave of public fascination with dietary science following pioneering research on vitamin D fortification via ultraviolet light at the nearby University of Wisconsin. The brand was promoted heavily as an invigorating, health-conscious beverage that could deliver the benefits of summer sunshine and robust vitality during dark winter months without compromising traditional flavor. Despite major advertising efforts highlighting the brew's nutritional angle, the concept proved short-lived, and Schlitz retired the vitamin-enriched label before the end of the 1930s.

The Jos. Schlitz Brewing Company originated in Milwaukee, Wisconsin, growing from an operation founded in 1849 by August Krug. Following Krug's death, ownership transitioned to Joseph Schlitz in 1858. The brewery gained massive national standing after sending relief shipments of beer and drinking water to Chicago following the Great Chicago Fire of 1871, establishing the reputation that inspired its famous slogan. A major packaging pioneer, Schlitz popularized amber brown bottles in 1912 to prevent skunking from light exposure. The company successfully navigated Prohibition by selling malt syrup, baking supplies, and near-beer before returning as an industry giant upon Repeal. Following intense competition and industry consolidation in the late 20th century, the Schlitz brand was acquired by Stroh in 1982 and eventually absorbed into Pabst.

For breweriana collectors, this container represents a captivating cultural and industrial relic. It captures both the initial development period of the cone top format and a brief, unusual era when American brewers attempted to market beer as a modern wellness product.