Schlitz Sunshine Vitamin D Beer Cone Top Can

Schlitz Sunshine Vitamin D Cone Top

The Schlitz Sunshine Vitamin D Beer cone top can is an intriguing artifact from the late 1930s, produced during the pioneering era of canned beer following the repeal of Prohibition. Packed by the Jos. Schlitz Brewing Company of Milwaukee, Wisconsin, this 12-ounce container carries an Internal Revenue Tax Paid statement alongside a statutory alcohol disclosure indicating that the beverage does not contain more than four percent alcohol by weight. A notable visual feature on the face is the word "VITAMIN D" framed by radiating, spiky sunburst contours, emphasizing the fortified nature of the brew beneath the classic slanted Schlitz script and the famous slogan, "the BEER that made Milwaukee famous."

Schlitz introduced Sunshine Vitamin D Beer in 1936 to capitalize on the public fascination with newly discovered vitamins. The brewery utilized ultraviolet light during processing to activate pro-vitamin D in its yeast, marketing the brew as a restorative tonic that offered the revitalizing qualities of natural sunlight during gloomy winter months. Backed by assertive promotional campaigns claiming the beer was extra beneficial for vigor and vitality, the concept nevertheless faced increasing scrutiny from beverage regulators, leading Schlitz to phase out the vitamin D branding by 1938.

The brewery's origins date back to 1849 when August Krug established a small brewery in Milwaukee, later taken over by Joseph Schlitz. Schlitz secured national prominence after shipping substantial relief supplies of fresh water and beer to Chicago after the Great Chicago Fire of 1871. Guided for generations by the Uihlein family, the firm survived Prohibition by manufacturing malt syrup, near beer, and confections before rapidly modernizing and expanding upon Repeal to rank among the largest brewing giants in the United States.

Within the breweriana community, this container remains an iconic example of pre-World War II cone top development. It represents a fascinating historical intersection where early packaging technology met Depression-era nutritional marketing fads, ensuring its enduring appeal among vintage beer can collectors.