Schlitz Sunshine Vitamin D Beer Cone Top Can

Schlitz Sunshine Vitamin D Cone Top

Produced during the mid-1930s, this 12-ounce low-profile cone top represents one of the earliest chapters in packaged canned beer. Manufactured using Continental Can Company's "Cap-Sealed" format, the vessel carries an Internal Revenue Tax Paid (IRTP) designation, dating its release to the post-Repeal era before 1950. A key distinction documented in catalog records is the mandatory alcohol statement specifying "Less Than 4%" by weight. On the face of the label, the radiating sunburst hatch marks encircling the "VITAMIN D" lettering reinforce the product's sunshine theme alongside the brewery's legendary tagline, "The beer that made Milwaukee famous".

Schlitz launched Sunshine Vitamin D Beer in 1936 to capitalize on the nationwide American fascination with vitamins. Inspired by University of Wisconsin biochemist Harry Steenbock’s pioneering work on synthesizing Vitamin D through ultraviolet radiation, the brewery exposed its yeast and wort to ultraviolet light. Advertising pitched the product as an invigorating health beverage, using slogans like "Beer is good for you . . . but Schlitz, the beer with sunshine vitamin D, is extra good for you," suggesting it supplied vital nutrition during sun-deprived winter months. However, the campaign was short-lived; federal regulators soon prohibited breweries from promoting alcoholic beverages with medicinal and dietary claims, bringing an end to the vitamin-beer trend before the end of the decade.

The Jos. Schlitz Brewing Company traces its roots to 1849, when August Krug opened a small brewery in Milwaukee. Bookkeeper Joseph Schlitz assumed control following Krug's death, steering the firm to national prominence. The brewery’s renown surged after the 1871 Great Chicago Fire, when Schlitz sent boatloads of fresh water and beer across Lake Michigan to relieve the stricken city, giving birth to its celebrated slogan. Schlitz weathered Prohibition by manufacturing chocolate, baker's syrup, and near-beer. Following Repeal, the firm expanded rapidly and became one of the largest brewing operations in the world throughout the mid-twentieth century. A contentious recipe adjustment in the 1970s severely damaged customer loyalty, ultimately leading to the brewery's sale to Stroh in 1982 and subsequent acquisition by Pabst.

For breweriana collectors, this can holds a prominent place as a prime artifact from the dawn of canning history. Its bold graphic design and direct connection to 1930s consumer culture make it a revered display piece among cone top enthusiasts.