Schoen's Old Lager Beer 12 Oz Zip Top Can

Schoen's Old Lager Zip Top Can

The Schoen's Old Lager Beer zip top can represents a fascinating chapter in mid-century Upper Midwest brewing history, tied directly to the legacy of Bavarian-born brewmaster Louis Schoen.

Schoen, who previously served as brewmaster for the G. Heileman Brewing Company in La Crosse, helped establish the Wausau Brewing Company in 1934 following the repeal of Prohibition. The brewery built strong regional acclaim behind Louis Schoen's Old Lager, featuring his name and traditional German brewing roots. Following the closure of Wausau Brewing Company in the early 1960s, the brand was acquired by the Rhinelander Brewing Company of Rhinelander, Wisconsin.

Rhinelander continued packaging and distributing Schoen's Old Lager, producing this straight-steel zip top can bearing the Rhinelander mandatory text. The graphics reflect the brand's established Bavarian heritage motif, maintaining the familiar typography that regional consumers recognized. Rhinelander operated as a prominent northern Wisconsin regional brewery until shuttering its own operations in the late 1960s, after which the Schoen's brand drifted to other regional producers.

Because Rhinelander's stewardship of the brand took place during an era of significant brewery consolidation, Schoen's cans carrying the Rhinelander label remain standout regional relics. Among breweriana collectors, variations are known to exist featuring minor differences in mandatory text formatting, seam details, and can manufacturer stamps.