University Club Malt Liquor Flat Top Can

University Club Malt Liquor Flat Top

This 12-ounce flat top container dates from the 1960s, a period marked by the post-acquisition operation of the Gettelman brewery under the Miller Brewing Company. The can features a minimalist, elegant layout printed over a clean white background. Above the clean serif lettering of the brand name sits a stylized green goblet filled with golden beverage, crowned by an ornate scrollwork crest. The "Malt Liquor" descriptor is rendered in a flowing gold script, reinforcing an upscale presentation tailored to mid-century consumer tastes.

The Brand

During the 1950s and 1960s, American brewers introduced malt liquors to capture a market segment looking for premium, higher-strength alternatives to standard light lagers. The University Club brand adopted collegiate and private-club motifs to project an air of exclusivity and refinement. Advertising for malt liquors in this era frequently emphasized sophistication, encouraging consumers to serve the beverage in stemmed glassware rather than drinking directly from the can. Like many regional malt liquor labels launched during the postwar brewing boom, the brand eventually phased out as national brewing giants consolidated their product lines.

The Brewery

The A. Gettelman Brewing Company originated in Milwaukee in 1856 as George Schweickhart’s Menomonee Brewery. Adam Gettelman entered the business in 1871 and became sole proprietor in 1876, formally renaming the operation. Gettelman was historically recognized as the smallest of Milwaukee's famous "Big Five" breweries alongside Pabst, Schlitz, Blatz, and Miller. The brewery survived Prohibition by manufacturing near-beer and remained known for technical innovations, including early work with stainless steel kegs. In 1961, Miller Brewing Company acquired Gettelman, maintaining the facility as a distinct division throughout the 1960s before fully integrating its operations.

Collecting Context

Among breweriana collectors, cans bearing the "Gettelman, Div. of Miller" mandatory statement represent a fascinating transitional window in Milwaukee brewing history. The University Club flat top serves as a prime artifact of both the mid-century malt liquor trend and the corporate consolidation that reshaped Wisconsin's historic brewing landscape.