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| Full color 9 1/2" x 13" ad with a large drawing of a group of diverse people standing in line to vote. The ad text discusses how people who have different beliefs can vote for what they believe and people from all choices can and do like Schlitz beer. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
July 28, 1941 Life magazine |
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$8.00 |
View Schlitz 38 |
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| Full color 9 1/2" x 13" ad that features a large drawing of a lady pouring a bottle of Schlitz into two tall glasses as she looks out her kitchen window at her husband as he comes home from work. The ad headline describes this, and two other smaller drawings, as "Coming home". This ad is larger than my scanner bed so the outer edges of the ad are not visible in the scanned view. |
September 22, 1941 Life magazine |
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$8.00 |
View Schlitz 35 |
Temporarily |
| Full color 7 3/4" x 11" ad for their beer that contains Just the KISS of the hops.... The ad has a picture of a birdhouse that is populated with nearly ten birds and the caption says "Happy Swallows! No bitterness". The text in this wartime ad laments that "Many expensive luxuries are gone, but the good, basic things remain - richer and more valuable still." It mentions several of these precious things and reminds us that they can be enhanced with a glass of Schlitz. |
May 1943 Redbook |
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$8.00 |
View Schlitz 138 |
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| Black and white 8" x 11" ad that finds another way to describe the taste of Schlitz Beer. The ad shows an attractive couple on the dance floor and the headline, describing the taste of Schlitz, calls it "As Smooth as a Waltz". The ad gives full credit for this taste to it being brewed with "Just the Kiss of the hops". |
November 1943 Redbook |
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$8.00 |
View Schlitz 107 |
Temporarily |
| Full color 9 1/2" x 13" ad for their Bottled Beer. The ad has a picture of a man who is at a table working on sets of blueprints. He has stopped hs work to look fondly up at a picture of a young lady that is hanging on the wall. The ad headline calls this moment "Memories of a kiss". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 7, 1944 Life magazine |
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$8.00 |
View Schlitz 97 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad with a picture of a beautiful full color drawing of a songbird in full chirp. The headline says there is "Never a bitter note" and then mentions"That famous flavor found only in Schlitz is as free from bitterness as a songbird's lighthearted melody. For Schlitz is brewed with just the kiss of hops, bringing you all of the delicate hop flavor with none of the bitterness". They end with the note that this is "The Beer That Made Milwaukee Famous". | May 29, 1944 Life magazine |
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$8.00 | View Schlitz 3 |
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| Full color 9 1/2" x 13 1/2" ad for The Beer that made Milwaukee Famous. There is a drawing of an elderly couple all smiles as the wife prepares to go up the stairs in their house and she stops long enough to put her around her husband's shoulder. He beams up at her as he holds a full glass of beer in one hand and the bottle of Schlitz that it came from in the other. The headline calls what he is preparing to drink "A good night kiss" and the text discusses how Schlitz has just the kiss of the hops thereby becoming the perfect way to end any day. |
September 18, 1944 Life magazine |
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$8.00 | View Schlitz 1 |
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| Full color 9 1/2" x 14" ad with another attempt to describe the unequalled taste of Schlitz beer. The ad has a picture of an attractive couple slowly riding horses through an Autumn forest and the ad headline, referring to both the taste of Schlitz and the moment in the picture, calls it "The Magic Touch". The ad text gives full credit for the fine taste to the fact that it is brewed with "Just the kiss of the hops". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 9, 1944 Life magazine |
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$8.00 |
View Schlitz 108 |
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| Full color 9 1/2" x 13" ad that has a drawing of a top hat, white gloves, a cane and a corsage sitting on a table. The ad headline calls this scene and Schlitz Beer "Distinction plus!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 28, 1945 Collier's magazine |
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$8.00 |
View Schlitz 59 |
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| Full color 10" x 13" ad for "The Beer that made Milwaukee famous". The ad has a picture of a party that is taking place on a patio with the ladies dressed in long skirts and scoop blouses and the tables filled with long-neck bottles of Schlitz. The headline says "For Gracious Living" and the ad has the familiar "Just the kiss of the Hops". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 22, 1946 Life magazine |
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$8.00 |
View Schlitz 124 |
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| Full color 9 1/2" x 13" ad has a drawing of a party in progress and a maid is holding a tray full of bottles of Schlitz as she stands next to the table filled with food for the guests. The ad headline encourages you to use this beer "When gracious hospitality calls for the best...". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
August 19, 1946 Life magazine |
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$8.00 |
View Schlitz 78 |
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| Full color 9 1/2" x 13 1/2" ad for the beer with No Harsh Bitterness. The ad has a picture of a smiling man standing by the side of a road with a farm in the background. He is holding up a filled glass of beer and examining the glass as he anticipates the wonderful taste of the beer that has "Just the Kiss of the hops". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 28, 1946 Life magazine |
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$8.00 |
View Schlitz 115 |
Temporarily |
| Full color 9 1/2" x 14" ad for The Beer That Made Milwaukee Famous. The ad has a picture of a table with a partial bottle of Schlitz beer and a glass filled with the missing amount from the bottle. Behind these items are a line of classic books in classic editions and the ad headline calls this scene "A classic flavor". The ad text talks about the classic flavor of this beer and claims it is because it is made with "Just the Kiss of the hops". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 24, 1947 Life magazine |
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$8.00 |
View Schlitz 106 |
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| Full color 9 1/2" x 13 1/2" ad for "The Beer that made Milwaukee Famous". The ad has a picture of a party that has ground to a halt and two couples, in formal wear and white coats, are relaxing in the kitchen. While the two ladies sit at the table nibbling on the sliced ham one man is saying to the other who is opening bottles of Schlitz, >u>"Your kitchen has everything!". The text implies that having Schlitz beer available will make any room appealing. The ad says that "When the party ends up in the kitchen with good friends around you and |
August 4, 1947 Life magazine |
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$8.00 |
View Schlitz 118 |
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| Full color 9 1/2" x 13" ad with a drawing of a couple just back from grocery shopping meeting a female friend of theirs in front of their house. As the man stands holding a grocery bag with bottles of Schlitz visible in the top the wife says to her friend "We always expect
unexpected guests". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
September 1, 1947 Life magazine |
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$8.00 |
View Schlitz 67 |
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| Full color 9 1/2" x 13 1/2" ad for "The Beer that made Milwaukee Famous". The ad has a picture of two couples that are sharing bottles of Schlitz in front of a fireplace that is filled with blazine embers. One man, wuit and all, is holding a basket filled with popcorn over the embers trying to add more popcorn to the bowl on the table that already seems filled. The ad headline calls this "A home they love to come to" and the text describes a time and place where a good beer is called for. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 20, 1947 Life magazine |
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$8.00 |
View Schlitz 121 |
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| Full color 10" x 13" ad with a drawing of a dining room in well-to-do house whose table has been set for a formal occasion. The maid is just setting a bottle of Schlitz at the head of the table while the lady of the house looks on with a smile. The headline calls "The final touch" and the text talks about this shows high regard for your guests. |
November 24, 1947 Life magazine |
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$8.00 | View Schlitz 11 |
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| Full color 9 1/2" x 13" ad for "The Beer that made Milwaukee Famous". The ad has a picture of two men dressed in sports coats and ties sitting in a wood paneled room with a fireplace drinking Schlitz beer while being safe from the snow that blankets the out-of-doors. The one man has lifted his glass and is saying "That's what I call real beer...no wonder it made Milwaukee famous". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 15, 1947 Life magazine |
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$8.00 |
View Schlitz 122 |
Temporarily |
| Full color 9 1/2" x 13" ad has a drawing of a quiet evening where the couple is sitting at a small table in the library with a book and several bottles of Schlitz. The husband holds his glass up to his wife and says "Just between you and me...". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
January 12, 1948 Life magazine |
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$8.00 |
View Schlitz 68 |
Temporarily |
| Full color 9 1/2" x 13" ad has a drawing of a laughing lady bringing a bottle of Schlitz and a filled glass on a silver platter to her husband who has his head buried in the daily newspaper. The ad headline has her thinking "Now watch him drop that paper!" This ad is a larger version of the next ad listed. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 9, 1948 Life magazine |
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$8.00 |
View Schlitz 64 |
Temporarily |
| Full color 7 3/4" x 10 3/4" ad shows a lady bringing a Schlitz on a silver platter to her husband who is busy reading his newspaper in the dining room. The ad headline says "Now watch him drop that paper". |
February 16, 1948 Time magazine |
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$8.00 |
View Schlitz 27 |
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| Full color 9 1/2" x 13" ad with another in their series of three-panel drawings that show another person discovering The Beer That Made Milwaukee Famous. This ad shows three men sitting in a booth in a restaurant and the waiter is bringing a tray of Schlitz. In the first picture the man on the left is saying "I was curious..." as the bottles are set on the table. In the second picture the other two men are watching as the glass goes to his lips and "I tasted it...". In the third picture, with a look of satisfaction on his face, he states that "Now I know why Schlitz is...The Beer That Made Milwaukee Famous!" |
May 3, 1948 & May 17, 1948 Life magazine |
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$8.00 |
View Schlitz 40 |
Temporarily |
| Full color three-panel 10" x 14" ad for The Beer that made Milwaukee Famous. The story shows two couples who have gone to a wooded area overlooking a lake and the one man has brought a bucket filled with ice and Schlitz. The other man said "I was curious", sat back and "I tasted it" then said to his friend "Now I know why Schlitz is...The Beer that made Milwaukee Famous". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 14, 1948 Life magazine |
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$8.00 |
View Schlitz 128 |
Temporarily |
| Full color 9 1/2" x 13 1/2" Three Panel ad for The Beer that made Milwaukee Famous!. This ad tells the story of several people relaxing in a back yard on a summer day. The man who seems to be the host is shown bringing out a tray with two bottles of Schlitz and two empty glasses while the man who seems to be his guest thinks "I was curious...". In the second picture everyone is sitting down as the male guest drinks from his glass as a woman watches and he thinks "I tasted it...". In the final picture the male guest smiles and holds the partially empty glass up and says to his host, "Now I know why Schlitz is...The Beer that made Milwaukee Famous!". |
August 9, 1948 Life magazine |
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$8.00 |
View Schlitz 136 |
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| Full color 9 1/2" x 13" three panel ad that discusses The Beer that made Milwaukee Famous. This ad shows several cowboys sitting around the swimming pool drinking beer. One grabs a Schlitz and the captions have him saying "I was curious and has him drinking it while the others watch. He replies that I tasted it and he confides to the man in charge, Now I know why Schlitz is the Beer that made Milwaukee Famous". |
October 4, 1948 & October 18, 1948 Life magazine |
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$8.00 |
View Schlitz 44 |
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| Full color 9 1/2" x 13" ad for Schlitz Beer - The Beer That Made Milwaukee Famous!. This ad has three panels that shows a man out raking his yard when his neighbors arrive home with a shopping bag full of Schlitz beer. The man pulls one out of the bag, looks at it and says "I was curious...". Then he goes into their house and tries one and, standing there, says I tasted it....". Then, in the final picture, it shows the two men standing next to each other and the man is holding the beer up and saying "Now I know why Schlitz is The Beer That Made Milwaukee Famous". |
November 29, 1948 & December 13, 1948 Life magazine |
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$8.00 |
View Schlitz 45 |
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| Full color 9 1/2" x 14" ad for The Beer That Made Milwaukee Famous. This is another in their series of Three Panel Stories that describe another person trying and liking Schlitz Beer. This story takes place in a costume party and a Bear is approaching the table filled with food where a Pirate is pouring beer from Schlitz bottles into tall glasses on a platter held by a white Rabbit. The Bear looks on and the caption says "I was curious..." and we have to assume that he meant about the beer. In the next panel the man in the Bear costume has removed his mask and is drinking deeply from one of the glasses as the caption says "I tasted it..." and the white Rabbit looks on with interest. In the third panel the white Rabbit has removed her mask to reveal an attractive blonde and the pair share a meaningful look as the man's voice says "Now I know why Schlitz is...The Beer That Made Milwaukee Famous" but the look on his face has little to do with the taste of beer. |
January 24, 1949 Life magazine |
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$8.00 |
View Schlitz 137 |
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| Full color 9 1/2" x 13" ad for Schlitz Beer. The ad has a three-panel view of two couples getting together for an evening in one of their houses'. The one man shows the other the Schlitz beer in his refrigerator and they sit and taste it and another man is converted to the "Beer that made Milwaukee Famous". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
March 7, 1949 Life magazine |
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$8.00 |
View Schlitz 92 |
Temporarily |
| Full color 9 1/2" x 13 1/2" Three-Panel ad for The Beer that made Milwaukee Famous. The ad starts with, "I was curious", a man sitting on his apartment balcony and looking down at his neighbors who are about to sit down at their balcony table with several bottles of Schlitz Beer. In the second frame, "I tasted it...", he has invited himself down and stands drinking from a tall glass while his neighbors watch. In the third frame he is toasting his neighbor, "Now I know why...". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 13, 1949 Life magazine |
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$8.00 |
View Schlitz 98 |
Temporarily |
| Full color 10" x 13" three-panel ad telling another story of a person discovering why Schlitz is "The Beer that made Milwaukee Famous" This ad shows a rehearsal for Romeo and Juliet where Romeo was curious as he looked down from his balcony at a group of people sitting around a table littered with bottles of Schlitz. He came down and joined the others, picked up a bottle of Schlitz and tried it. In the last frame he is leaning against some scenery holding up a glass filled with Schliltz with a silly smile on his face and the others are happy because now he knows why Schlitz is "The Beer that made Milwaukee Famous". |
June 27, 1949 Life magazine |
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$8.00 | View Schlitz 9 |
Temporarily |
| Full color 9 1/2" x 14" ad for "The Beer that made Milwaukee Famous". This is one of their Three-Panel Ads with a Christmastime theme. Two couples are having a small get-together at one of their houses and the visiting couple are arriving as the host is setting out bottles of Schlitz. The visiting male says "I was curious..." as he sees them, tries one in the second panel with the caption "I tasted it..." and confides to his host in the third panel, "Now I know why Schlitz is the Beer that made Milwaukee Famous". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 26, 1949 Life magazine |
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$8.00 |
View Schlitz 117 |
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| Full color 9 1/2" x 13 1/2" that is one of their three-panel ads that claims that all you have to do is try a Schlitz and you will be hooked. The first panel shows a man playing a fiddle at a country bar and the barmaid gets his attention and hands him a bottle of Schlitz and a glass while the caption says "I was curious...". In the second frame he pauses from his fiddle-playing to drink some and the caption confirms that "I tasted it...". In the third frame he is at the microphone holding the partially empty glass up to the crowd and, I assume, urging them to try some. The text says that "No wonder Schlitz is...the largest-selling beer in America". |
September 11, 1950 Life magazine |
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$8.00 |
View Schlitz 143 |
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| Full color 9 1/2" x 13 1/2" ad has a drawing of a housewife with her mouth open as she looks into her refrigerator. Her husband has moved most of the food to the kitchen floor and replaced it with bottles and cans of Schlitz beer. The ad headline has her thinking "That man - he's done it again!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
November 20, 1950 Life magazine |
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$8.00 |
View Schlitz 54 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad drawn by Albert Dorne. The drawing has a Christmas Eve scene with the wife working feverishly to finish decorating the tree and she is looking in the kitchen at her husband who is looking at the clock which says 11:57. He has opened up a case of Schlitz which has a tag which says "Do not open until X-mas" and is pouring the contents of a can into a glass as he watches the clock's hands creep toward the midnight hour. I recognize the look on his wife's face, she is thinking "Why isn't he out here working with me". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 25, 1950 Life magazine |
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$8.00 |
View Schlitz 47 |
Temporarily |
| Full color 10" x 13" ad has a drawing of a wife holding her hands over her husbands eyes as she leads him to a table where sits an opened bottle of Schlitz and a full glass just in front of several hat boxes containing her days purchases and the words "This will soften the blow!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
January 8, 1951 Life magazine |
0 |
$8.00 |
View Schlitz 15 |
Temporarily |
| Full color 9 1/2" x 14" ad for The Beer That Made Milwaukee Famous. The ad has a picture of a couple moving into their new house and they are searching for the "important things". As one of the movers is carrying a small chest of drawers down the hall the husband has just completed going through barrels of dishes. He has found the important piece of equipment that he was searching for and triumphantly holds the all-important can opener above his head. His wife is busy ripping open a box of 6 cans of Schlitz beer and is trying to hand two cans to her husband for the necessary "piercing of the lids" that was needed before the introduction of pop-tops. In those days the man with the can opener or church key was just as important as the boy who brought the football to the game, if he wanted to go home the game was over. The headline claims they are "All settled at last!" and says that "A new house starts to feel like a home when a man settles down with a glass of Schlitz beer. |
January 22, 1951 Life magazine |
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$8.00 |
View Schlitz 134 |
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| Full color 9 1/2" x 13 1/2" ad drawn by Bill Fleming. The drawing in this ad shows a man who is reading a Crystal Ball in a tent who is in the process of hanging a "Closed for the Day" sign out because his Ball is telling him that he has "a bottle of Schlitz in his future". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 19, 1951 Life magazine |
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$8.00 |
View Schlitz 50 |
Temporarily |
| Full color 10" x 13" ad that shows a man who has 'conveniently' painted himself into the kitchen corner next to the refrigerator where he just has enough room to remove enough cold Schlitz to last him until the paint dries. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. | March 12, 1951 Life magazine |
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$8.00 | View Schlitz 10 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad that shows things from a "man's priorities". The ad has a drawing of a man, on a windy, busy city street, who is trying to board the bus while carrying two six-packs of Schlitz. The wind has blown his hat from his head and while he turns to try and grab it, the beer has begun to topple. The bus driver and two men waiting in line behind him are shouting
together, "Watch out, you'll drop the Schlitz!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
March 26, 1951 Life magazine |
1 |
$8.00 |
View Schlitz 88 |
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| Full color 9 1/2" x 14" ad for The Beer That Made Milwaukee Famous. The picture shows a Spring day and a man is working on getting things around his house ready for the warm weather. He is kneeling on a newspaper placed on the grass and brushing yellow paint onto some wooden chairs while the wooden storm windows that have been removed are leaning against the house. His wife is standing there, hands on hips, and looking as the man's dog is sitting up next to him with a cold can of Schlitz and a can opener in his mouth. The headline reminds us that a dog is "Man's best friend" and the text tells us why Schlitz is "The Largest-selling Beer in America". |
April 9, 1951 Life magazine |
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$8.00 |
View Schlitz 135 |
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| Full color 9 1/2" x 13 1/2" ad with a drawing by Bill Fleming that shows a small lake in a park where a canoe has turned over dumping the occupants. The man, holding a six-pack box of Schlitz over his head, turns to his completely soaked lady and triumphantly announces "It's OK...I saved the Schlitz!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 23, 1951 Life magazine |
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$8.00 |
View Schlitz 43 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad with a colorful drawing of a man who has begun the difficult task of getting his yard ready in Springtime. After getting all of his tools out and beginning to turn the ground over for the garden he has settled down against a tree and is starting to work on the several bottles of Schlitz that are being chilled in a bucket full of ice. The ad headline calls it "Nice work and you can get it". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 21, 1951 Life magazine |
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$8.00 |
View Schlitz 41 |
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| Full color 10" x 14" ad for The Beer That Made Milwaukee Famous. The ad has the headline "How to Get The Dishes Done" and it has a picture of a housewife, dressed in her apron, reaching around the corner of the kitchen and interrupting her husband from his night of watching television by offering him a Schlitz. The ad explains that "even a domestic chore becomes an attractive proposition". They are willing to admit that "The main attraction, of course, is the taste of Schlitz Beer". They advertise it as being "The Largest-Selling Beer in America". |
May 28, 1951 Life magazine |
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$8.00 |
View Schlitz 160 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad has a drawing of a young man in the woods who has climbed a tree and is shaking his fist at a bear cub who sits just out of his reach holding the young man's six-pack of Schlitz. His girl friend is standing back by their campsite just under the sign that says Do Not Feed Bears and the man is saying to the bear "You may be cute, but I'm thirsty". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 25, 1951 Life magazine |
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$8.00 |
View Schlitz 39 |
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| Full color 9 1/2" x 14" ad forThe Beer that made Milwaukee Famous. The ad has a picture of a Company Picnic where two men have figured out how to win the Wheelborrow Race. As the two-man teams scoot across the grassy field you can see that the team in the lead has a bottle of Schlitz beer hanging just out of reach of the man who is the "wheelbarrow". While he travels faster than the other teams the ad caption claims that "He just can't lose!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
August 6, 1951 Life magazine |
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$8.00 |
View Schlitz 103 |
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| Full color 9 1/2" x 13" ad that shows us that not even elephants can resist the taste of Schlitz. The ad has a drawing of the circus that has come to town and one of the elephants has 'followed his nose' and is planted in front of a billboard that is advertising Schlitz Beer. The man that is perched on the elephant's back has his hands up in the air in a helpless motion as the city policeman shakes his fist at the pair of circus performers. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
August 20, 1951 Life magazine |
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$8.00 |
View Schlitz 95 |
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| Full color 10" x 13" ad has a drawing of two men and a lady walking down a rainy street. They have one umbrella between them and the one man is holding it over the head of the man who is carrying a bag full of bottles of Schlitz Beer. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 8, 1951 Life magazine |
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$8.00 |
View Schlitz 23 |
Temporarily |
| Full color 9 1/2" x 13 3/4" ad with a drawing of the outside of several city apartment buildings. Through the windows you can see the people in the different units living their lives and preparing for Christmas, all enjoying Schlitz beer. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 10, 1951 Life magazine |
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$8.00 |
View Schlitz 42 |
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| Full color 9 1/2" x 14" ad for the beer that is so good it helps you make friends. In a take-off on Tom Sawyer the ad shows a man working on painting his fence while keeping a look of joy on his face. His neighbor is climbing over the fence because he has noticed that this man has two bottles of Schlitz, and two glasses, sitting on his picnic table. What he hasn't noticed yet, and probably won't until he as already started drinking the Schlitz is that the picnic table also holds another paint brush. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
unknown |
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$8.00 |
View Schlitz 112 |
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| Full color 10" x 13" ad showing different drawings of hard working people and has the headline "If you like beer...you'll love Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 26, 1952 Life magazine |
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$8.00 |
View Schlitz 14 |
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| Full color 10" x 14" ad for the beer that is preferred and bought by more people than any other beer. The ad has a large, inviting picture of a frothy glass of Schlitz beer and the text tells a common story about a couple sitting at the kitchen table drinking a late night glass of Schlitz and talking over how to stretch their money. The ad headline claims that "If you like beer you'll love Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
September 1, 1952 Life magazine |
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$8.00 |
View Schlitz 109 |
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| Full color 10" x 14" ad for the beer that is So Good it will make times that are boring seem better. There is a picture of a male hand pouring a long-neck bottle of Schlitz into a tall glass with several already filled glasses in the foreground. The text tells a little story of some people who had attended a play the previous night that had not impressed them but the evening had since it involved drinking Schlitz with friends. It goes on to talk about some of the "extra" things that make Schlitz the favorite beer of more people. |
September 15, 1952 Life magazine |
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$8.00 |
View Schlitz 130 |
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| Full color 9 1/2" x 13 1/2" ad with a drawing of a young couple handing a tall glass of beer to an older gentleman who is sitting down looking through a "Seed Catalog". The ad headline reminds you that "If you like beer, You'll Love Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 27, 1953 Life magazine |
1 |
$8.00 |
View Schlitz 46 |
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| Full color 9 3/4" x 13 3/4" ad for Schlitz Beer - The Beer That Made Milwaukee Famous. This ad has a drawinf of a man and a woman enjoying a night alone as the man is bringing two glasses filled with Schlitz Beer as the woman is pausing while putting another record on the record player. The ad starts off with the familiar headline, "If you like beer, You'll Love Schlitz". The ad then says that you'll get "No harsh bitterness...Just the kiss of the hops". It then says that "This dry and mellow beer...this beer of matchless flavor...is the world's largest seller. Year after year more bottles and cans of Schlitz are bought - millions more - than of any other beer. This popularity is the result of the most conclusive taste test in beer history". At the bottom of the ad, we are told that "Schlitz is available in quart bottles, 12-oz. bottles and cans, and the 7-oz bottle. Also in 24-Pk and handy 6-Pk cartons of cans and 'one-way' bottles that require no deposit". |
June 1, 1953 Life magazine |
1 |
$8.00 |
View Schlitz 166 |
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| Black and white 9 1/2" x 12" ad that is "all business". The ad has a headline that asks "Are You Satisfied With The Beer You've Been Drinking Lately?' and a smaller headline that answers "There's no substitute for Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
January 18, 1954 Life magazine |
1 |
$8.00 |
View Schlitz 84 |
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| Full color 10" x 14" ad for The Beer that Made Milwaukee Famous. There is a picture of a lady wearing a green off-the-shoulder dress who has pulled a bottle of Schlitz from a tub filled with ice and more bottles of Schlitz and has poured the contents into a tall glass. She seems to be moving the glass toward the reader as the headline claims that "If you like beer you'll like Schlitz". |
March 1, 1954 Life magazine |
1 |
$8.00 |
View Schlitz 129 |
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| Full color 9 1/2" x 13 1/2" ad has a drawing of a man dressed for fishing with a can of Schlitz in one hand and a can opener in the other. The ad has the familiar headline "If you like beer you'll love Schlitz". This ad is larger than my scanner bed so the outer edges will not be visible in the scanned view. |
April 12, 1954 Life magazine |
1 |
$8.00 |
View Schlitz 36 |
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| Full color 9 1/2" x 13 3/4" ad for "The Beer that Made Milwaukee Famous". There is a picture of a very attractive lady wearing a blue sun-dress with a white robe over her shoulders. She is sitting in a lounge chair and holding up a large, tall beer and smiling as the ad says "If you like beer you'll love Schlitz. There is a small table sitting off to her right filled with several unimportant little things but the one important thing is an empty bottle of Schlitz. One of the finer things of life!". |
July 5, 1954 Life magazine |
1 |
$8.00 |
View Schlitz 161 |
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| Full color 9 1/2" x 13" ad for the beer with No harsh bitterness. The ad has a drawing of a group of people enjoying a summer afternoon at their town's Annual Volunteer Firemen's Show. The people in the scene seem to be split between being gathered around an old fire engine and a tub filled with ice and bottles of Schlitz. In the foreground of the picture is a lady in a white dress holding onto her green hat with one hat and her tall glass of Schlitz with the other hand. The ad headline claims that "If you like beer, you'll love Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
August 23, 1954 Life magazine |
1 |
$8.00 |
View Schlitz 96 |
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| Full color 9 1/2" x 13 1/2" ad has a drawing of a man in a coat and a hat holding up a six-pack of 16 oz cans of Schlitz. The ad headline assures you that "Your thirst can 'feel' the difference!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
March 21, 1955 Life magazine |
1 |
$8.00 |
View Schlitz 86 |
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| Full color 9 1/2" x 13" ad has a photo of a man in a business suit and still wearing his hat sitting at a bar with a bottle of Schlitz beer that he has been pouring into a cold mug. The ad headline tells you that "Your thirst can 'feel' the difference!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. that |
April 18, 1955 Life magazine |
1 |
$8.00 |
View Schlitz 51 |
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| Full color 10" x 13 1/2" ad with a drawing of a happy couple who are enjoying their bowling and enjoying their Schlitz. The ad headline claims this beer is "So Refreshing! Never bitter - never harsh!" This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 16, 1956 Life magazine |
3 |
$7.50 |
View Schlitz 61 |
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| Full color 9 1/2" x 14" ad that dwells upon it's Fresh Taste. The ad has a drawing of a couple sitting on chairs on a patio while another man, wearing an apron and a chef's hat, works over a barbecue cooking dinner. The couple sitting are holding up tall glasses of beer while bottles of Schlitz sit on a table with a bowl of potato chips. The ad headline calls Schlitz the "World's largest-selling beer...and refreshing as all outdoors!". The text talks about how much Schlitz outsells the other beers by. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 18, 1956 Life magazine |
1 |
$7.50 |
View Schlitz 125 |
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| Full color 10" x 14" ad that reminds you that serving Schlitz beer at Thanksgiving is perfectly OK. There is a picture of a couple who are holding tall glasses of Schlitz in their hands as they prepare to pull a wishbone. The headline urges you to "Lighten the Fun! for Thanksgiving...add Schlitz". The text talks about Schlitz being perfect for a heavy meal like Thanksgiving turkey because it is so light with just a kiss of the hops. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
November 12, 1956 Life magazine |
1 |
$7.50 |
View Schlitz 127 |
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| Full color 10" x 13" ad emphasizes the Quality you will be getting when you drink a Schlitz. There is a cartoon of a house party in wonderful suburbia with a banner saying "Life is wonderful in Schlitzerland, USA". There is a group of at least four couples sitting around a living room cooking something with long forks over a roaring fire in the fireplace. There is a dog and a cat that seem to be having their own party and the text calls Schlitz the "World's best seller at any price." |
March 17, 1958 Life magazine |
1 |
$7.50 | View Schlitz 8 |
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| Full color 10" x 13" has a colorful drawing of people enjoying Schlitz beer at a restaurant. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 12, 1958 Life magazines |
1 |
$7.50 |
View Schlitz 25 |
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| Full color 9 1/2" x 13 1/2" ad for "The Beer that made Milwaukee Famous". This is another one of their Big Hand series and has a male hand sporting a ring with a fish on it holding up a tall glass of Schlitz beer in front of a scene where a man in a red shirt is fishing near the base of a small waterfall. The ad headline urges you to "Move up to quality - Move up to Schlitz" and calls this beer the "World's best seller at any price". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 9, 1958 Life magazine |
1 |
$7.50 |
View Schlitz 120 |
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| Full color 10" x 13 1/2" ad for The Beer that made Milwaukee Famous. Another in the popular Big Hand series. In this ad a male wearing a red shirt is holding up a tall glass filled with Schlitz in front of a beautiful winter mountain scene. There is a still lake that reaches over to a range of rough snow-covered mountains that nearly reach the clouds. The ad headline urges you to "Move up to quality - Move up to Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
September 29, 1958 Life magazine |
1 |
$7.50 |
View Schlitz 119 |
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| Full color 10" x 13" ad from their Big Hand series. This ad has a drawing of a man's hand holding a tall glass of foamy beer in front of a picture of an early Fall lake with snow covered mountains in the background. The ad headline asks you to "Move up to quality - Move up to Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 27, 1958 Life magazine |
1 |
$7.50 |
View Schlitz 79 |
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| Full color 9 1/2" x 13 1/2" ad has a drawing of a large hand with a large filled mug of beer being held in front of a photo of a man and his dog floating their boat through some wetlands. The ad says that you should "Move up to quality - Move up to Schlitz!" This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
November 24, 1958 Life magazine |
1 |
$7.50 |
View Schlitz 65 |
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| Full color 10" x 13" ad for the Quality that is Schlitz. This is another from their Big Hand series and, in this one, the hand is extended out over a scene of a lake, trees that are beginning to turn color with snow-covered mountains off in the distance. The hand is holding a very big and tall glass that is filled with and an inordinate amount of foam. The man's arm, covered by a light brown coat, has a white shirt with cuff links shaped like a dolphin. The headline suggests that you "Move up to quality - Move up to Schlitz" while the text rejoices over the fact that "Happily the best in the world doesn't always cost a lot more." |
November 25, 1958 Look magazine |
1 |
$7.50 | View Schlitz 6 |
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| Full color 9 1/2" x 13 1/2" ad that is another from the Big hand series. This ad has a drawing of a feminine hand holding up a glass of beer in front of a snow-covered lake scene. The ad headline asks you to "Move up to quality - Move up to Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 25, 1958 Life magazine |
1 |
$7.50 |
View Schlitz 69 |
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| Full color 10" x 13 1/2" ad from their Big Hand series. This ad has a picture of a hand wearing a white glove and holding up a tall glass of Schlitz with the foam creeping over the top. In the background is a winter scene where a man is crosscountry skiing away from the camera and toward a field at the base of a scenic snow-covered mountain. The ad headline says "Know the joy of good living within the reach of all...Move up to quality-Move up to Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
January 19, 1959 Life magazine |
1 |
$7.50 |
View Schlitz 123 |
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| Full color photo of a happy couple raising a glass of beer while sitting in a room whose window is overlooking a cloudy lake scene. The ad headline claims that they "Know the real joy of good living..". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. | March 9, 1959 Life magazine |
1 |
$7.50 | View Schlitz 4 |
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| Full color 10" x 14" ad for The Beer that made Milwaukee Famous. The ad has a picture of a scene with a white wooden fence rolling around a field that holds a cherry blossom tree. In the foreground a man is holding up a glass filled with Schlitz beer and the woman next to him is looking at it like she is trying to count the bubbles in the foamy head. The ad headline urges you to "Know the real joy of good living..." while the ad has a few words to say about the type of brewing that is used to make it so good. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 4, 1959 Life magazine |
1 |
$7.50 |
View Schlitz 116 |
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| Full color 10" x 13" ad shows a couple standing under an umbrella on a golf course overlooking the ocean. The man is holding up a glass of what must be assumed to be Schlitz and is toasting the lady as she fills out her scorecard. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 26, 1959 Look |
1 |
$7.50 |
View Schlitz 24 |
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| Full color 9 3/4" x 13 3/4" ad for Schlitz - 'The Beer That Made Milwaukee Famous', with a picture with actress Erin O'Brien. The ad has a picture of the actress, saying that she had co-starred in the movie 'John Paul Jones', at a lake where she is talking to a gentleman who is holding a glass of Schlitz Beer up and he is talking to the dreamy eyed actress. The ad text wants you to "Know the real joy of good living. Schlitz sails right through your taste. Light, refreshing Schlitz...it's a natural part of good living. Do as your own taste for quality tells you. When you order a beer, ask for Schlitz". |
August 31, 1959 Life magazine |
1 |
$8.00 |
View Schlitz 167 |
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| Full color 9 1/2" x 13 1/2" ad for The Beer That Made Milwaukee Famous. There is a picture of a couple sitting on a porch that is overlooking a lake with a forest and snow-covered mountains and the man is holding up a tall glass that has been filled from a can of Schlitz that is sitting on the railing behind them. The headline suggests that you "Know the real joy of good living" and watch and see what kind of people are drinking Schlitz. They will be the ones that have an eye for the good things. |
October 12, 1959 Life magazine |
1 |
$7.50 |
View Schlitz 149 |
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| Full color 10" x 13" ad has a photo of a man pouring the contents of a can of Schlitz Beer into a tall glass while a lady watches over his shoulder. Behind them is a busy snow-covered scene of Sun Valley, Idaho and the ad headline asks if you "Know the real joy of good living...". The ad has a small reminder to watch Ray Milland as Markham on CBS-TV. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
November 10, 1959 Look magazine & December 7, 1959 Life magazine |
2 |
$7.50 |
View Schlitz 70 |
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| Full color 9 3/4" x 13" ad with a picture of a couple exchanging Christmas gifts with beers in hand and a snow covered wilderness in the background. The ad headline encourages you to "Know the real joy of good living". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 28, 1959 Life magazine |
1 |
$7.50 |
View Schlitz 37 |
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| Full color 10" x 14" ad that shows you another way that you can "Know the real joy of good living". The ad has a picture of a suburban couple sitting around a table in their living room playing a game of Monoply. The man is moving his piece to one of the corner spots and is telling his wife that it's "Your move". The ad text reminds us that "It isn't the game, it's how you play it. And with beer, it isn't just ingredients - it's how they're brewed". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 4, 1960 Life magazine |
1 |
$7.50 |
View Schlitz 113 |
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| Full color 10" x 13" ad that reminds us that Schlitz was sponsoring the three most popular horse races of 1960. The ad has a photo of several men and a lady sitting in a neighborhood tavern drinking tall glasses of beer with bottles of Schlitz next to them while watching horse racing on the black and white TV. The headline extends an invitation from your Tavern Keeper to "Come and Watch the Races" and urges you to bring along your friends because "Whenever people of good taste get together you're sure to find Schlitz". |
May 2, 1960 Life magazine & May 7, 1960 Saturday Evening Post |
3 |
$7.50 |
View Schlitz 53 |
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| Full color 10" x 13" ad for their 16 oz cans of beer. The ad has a picture of a summer day at the beach where a couple is trying to light a fire to cook the waiting food. The man is leaning over either blowing on the smoking embers with his full glass of Schlitz sitting next to him or he has just seen the lady's husband coming onto the beach. Since the lady is telling him "Keep blowing...I see smoke" it is probably the former. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 7, 1960 Look magazine & June 18, 1960 Saturday Evening Post |
2 |
$7.50 |
View Schlitz 52 |
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| Full color 9 1/2" x 13 1/2" ad for their Beer with the Kiss-of-the-Hops Flavor. We see a picture of an attractive blonde wearing a gold sweater and holding onto a tall glass that is filled with Schlitz as she leans onto a countertop with a knowing smile on her face. The headline encourages you to "Move up to Schltz" and calls this "One of the real joys of good living". |
October 3, 1960 Life magazine |
2 |
$7.50 |
View Schlitz 133 |
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| Full color 9 1/2" x 13" ad has a photo of a man in a sports coat sitting in an easy chair holding a glass of beer in one hand and there is a puppy resting in the crook of his arm. The ad headline encourages you to "Move up to Schlitz!" This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 31, 1960 Life magazine |
1 |
$7.50 |
View Schlitz 58 |
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| Full color 9 1/4" x 13" ad has a picture of a man in pajamas and a bathrobe holding a sandwich in one hand and a tall glass of beer in the other. The ad headline encourages you to "Move up to Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
November 28, 1960 Life magazine |
0 |
$7.50 |
View Schlitz 94 |
Temporarily |
| Full color 10" x 13" ad shows a photo of a smiling red-haired lady holding up a tall glass of beer while standing in front of a Christmas tree. The ad headline states "Greetings from Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 26, 1960 Life magazine |
1 |
$7.50 |
View Schlitz 20 |
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| Full color 9 1/2" x 13" ad with a picture of a smiling lady holding up a Six-Pack of 12 oz cans of Schlitz. The ad wants you to try it so you can "Enjoy the difference!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 28, 1961 Life magazine |
1 |
$7.50 |
View Schlitz 71 |
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| Full color 9 1/2" x 13" ad with a photo of several businessmen sitting in a bar and one young man is holding up a tall glass of Schlitz toward the camera. The ad headline is asking you to "Discover the difference...move up to Schlitz" and the text makes you aware that "May is National Tavern Month". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 19, 1961 Life magazine |
1 |
$7.50 |
View Schlitz 48 |
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| Full color 10" x 13" ad shows a pretty lady in a red bathing suit peeking out from under a beach umbrella. She holds a glass of Schlitz in her hand and the ad headline promises that "You'll love the difference". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 16, 1961 Life magazine |
0 |
$7.50 |
View Schlitz 28 |
Temporarily |
| Full color 9 3/4" x 13" ad has a photo of a smiling man lying in a hammock on a peaceful summer day. His left hand is holding up a filled mug of beer while his right hand holds the can of Schlitz that it came from. The ad headline has him saying "Man, What a Difference!...just the kiss of the hops". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
July 21, 1961 Life magazine |
1 |
$7.50 |
View Schlitz 89 |
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| Brown and white 10" x 13" ad that is entitled "Our Home Town - and how it got into our slogan". Next to this headline is a caricature of the city limit sign for the town of Milwaukee. The ad starts off with the statement that "As far as we know, 'The Beer that made Milwaukee Famous' is the only well-known slogan that features the advertiser's home town". They then say that "It's been appearing in Schlitz advertising since shortly after Mrs. O'Leary's cow kicked over the lantern and started the Chicago fire". They then go into the story about how Joseph Schlitz, after the fire burned the town, sent a shop loaded with beer to the town of Chicago. The fire was put out and the water supply was eventually restored and the town of Chicago has always remembered it's northern neighbor. |
November 7, 1961 Look magazine |
1 |
$7.50 |
View Schlitz 157 |
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| Brown and white 10" x 13 1/2" ad that has the angled label in the center of the page but withoug the words Schlitz in it. The ad headline poses the question, "72 out of 100 men recognized this shape. Do you?". While you ponder this question, you could read the rest of the text. "The brown shape above is called a rhomboid. We showed it to men just as you see it here and said, "What trademark is this?" 72 per cent of them said "Schlitz". These men recognize the mark of a great beer. When you taste the beer behind this famous shape you'll recognize the taste of a great beer, and that's a lot more important. How about a Schlitz". |
November 10, 1961 Life magazine |
1 |
$7.50 |
View Schlitz 163 |
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| Full color 9 1/2" x 13" ad for what they consider a great light beer. The ad has a picture, looking up, of a young man with red hair taking a long swig from a can of Schlitz beer after taking a bite from a hot dog covered with mustard that he holds in his left hand. The ad headline claims you get "real gusto in a great light beer". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 29, 1962 Life magazine |
2 |
$7.50 |
View Schlitz 99 |
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| Full color 10" x 13 3/4" ad that is for Schlitz Beer. This ad has a picture that shows a man, who is blessed with a full head of red hair, drinking from a glass nearly full of Schlitz Beer. He is at a party and he is surrounded by people talking and laughint and having a good time. They may be having a good time but no one seems to be having as good a time as this man is, from the look on his face. Below this picture is a two-line statement asking "Do redheads have more fun? When they're drinking Schlitz they do". Plastered across the bottom of the ad is the statement saying "real gusto in a great light beer. The Beer that made Milwaukee Famous...simply because it tastes so good. Schlitz". |
October 26, 1962 Life magazine |
1 |
$7.50 |
View Schlitz 165 |
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| Black and white 7 1/2" x 10 1/2" ad that announces an improvement in how to open a beer can, not a big improvement but simething to mention. The picture on the left shows an unlabeled can with a churchkey set to pry it open. This can looks like it was used to store explosives it is so sturdy. The picture on the right shows a Schlitz can with a Softop that even has outlines so you will know just where to hook your churchkey up. They claim thatt this top is aluminum and it is now available coast-to-coast. Now it's "Real Gusto - Real Easy!" |
November 23, 1962 Time magazine |
1 |
$7.50 |
View Schlitz 141 |
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| Full color 10" x 13" ad with a close-up photo through the bottom of his glass of a man drinking a Schlitz out of a mug. The mug is empty enough for his nose to be seen and he is looking toward his right, possibly trying to locate the bartender since he will be empty very shortly. The headline tells us that Schlitz will give you "real gusto in a great light beer" and that it is "brewed with pride and just the kiss of the hops". |
December 7, 1962 Life magazine |
0 |
$7.50 |
View Schlitz 19 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad that reinforces the belief that people with red hair like Schlitz Beer. In this ad a man with red hair and wearing a tux is holding up his empty glass with a contented smile on his face. The headline claims that Schlitz has "Real Gusto in a great light beer" and the text assures you that "You can come back to Schlitz, glass after glass." |
January 25, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 146 |
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| Full color 9 1/2" x 13" ad for the beer with Real gusto. The ad has a picture of a man in a dark suit, with red hair of course, tipping a tall glass of Schlitz back and pouring it down his throat. The text indicates that he has tried different kinds of beer but as the text says, "This one's more like it!". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 8, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 126 |
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| Full color 9 1/2" x 13" ad has a photo of a laughing lady with red-hair holding up a full mug of beer. The ad headline says this has "real gusto in a great light beer". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 22, 1963 Life magazine |
2 |
$7.50 |
View Schlitz 57 |
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| Brown and white 9 1/2" x 13" ad that talks about the well-known slogan that Schlitz Beer has used for it's advertising. The ad has a larger-than-life unlabeled drawing of a long-neck bottle of beer next to the question "Can you name the world's #2 beer slogan". It gives you the hint that #1 is "The beer that made Milwaukee famous" and then, after showing a lipstick print as hint #2, reveals that the #2 slogan is "Just the kiss of the hops". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
March 29, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 100 |
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| Brown and white 9 1/2" x 12 1/2" ad has a rough drawing of a tuxedo vest with a medal hanging around the neck. The ad headline claims that Schlitz Beer is "Why the Emperor of Austria sent an ambassador to Milwaukee". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 28, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 87 |
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| Full color 10" x 13" ad has a photo of a lady sitting at a table which is filled with 13 opened cans of Schlitz beer as she holds another in her hand. My first impression was that she had just gotten some bad news but the ad headline has her saying that "I just love to open 'em". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
July 26, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 72 |
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| Full color 9 1/2" x 13" ad has a photo of a man with a crew-cut holding up a mug of foamy beer. The ad headline says this is "real gusto in a great light beer". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
September 6, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 63 |
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| Brown and white 7 3/4" x 10 3/4" ad with a drawing of a man with glasses and a mustache. The ad headline asks the question "What was Schlitz doing with Teddy in Africa" and the text claims that Schlitz was one of the important items that Theodore Roosevelt took to Africa on March 4, 1919. |
November 1963 Playboy |
1 |
$7.50 |
View Schlitz 49 |
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| Brown and white 10" x 13" ad that is topped with a drawing of a vest with a key on a chain and the words "The most exclusive key club in the world". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
August 30, 1963 & November 1, 1963 Life magazine |
2 |
$7.50 |
View Schlitz 12 |
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| Brown and white 9 1/2" x 12 1/2" ad has a drawing of a bowl with an apple floating on top of the liquid contained within. The ad headline says this is "Good for wassails you!" and the ad contains a recipe for Gusto Bowl. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 13, 1963 & February 14, 1964 Life magazine |
1 |
$7.50 |
View Schlitz 62 |
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| Full color 9 1/2" x 13" ad has a photo of a waiter in a white coat and a black bowtie carrying five filled and overflowing mugs of beer. The ad headline claims there is "Real gusto in a great light beer." This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 20, 1963 Life magazine |
1 |
$7.50 |
View Schlitz 73 |
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| Full color 7 3/4" x 10 3/4" ad for their Light Beer. There is a picture of a hardy man in a sweater, cheeks wind-chapped and his ski goggles hanging from around his neck. He is holding up a mug of Schlitz beer that has foam running down the sides in copious amounts. The caption under the picture gives a rudimentary Ski Lesson by saying "Point tips downhill. Bend knees. Go! Where? Straight to the nearest glass of Schlitz." |
February 1964 Playboy |
1 |
$7.50 |
View Schlitz 148 |
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| 7 1/4" x 10 1/2" ad done in brownish-red text and white background with a childish drawing of a battleship and the words "You may serve the Schlitz when ready, Gridley!". The text explains that when Admiral Dewey attacked Manilla it took seven hours of bombardment to acquire a surrender. This was hard work and the men were very thirsty so the Jos. Schlitz Brewing Co, promptly sent a shipload of their product as a token of their appreciation. I would have to assume that they were very thirsty by the time the ship arrived. |
March 1964 Playboy |
1 |
$7.50 | View Schlitz 7 |
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| Full color 10" x 13" ad has a photo of a large set of hands holding a bottle of Schlitz and twisting the top off. The ad headline says there is "Now a beer bottle you can open with your bare hands!" This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
March 27, 1964 Life magazine |
1 |
$7.50 |
View Schlitz 83 |
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| Full color 9 1/2" x 13" ad for their Great, Light Beer. The ad has a picture of a man in pajamas and a bathrobe holding a glass of beer in one hand while he takes a bite of a 'man-made' sandwich. It looks like he is going to end up with a whole tomato at the end of this bite. The ad headline calls this the "Late, late show. 1 fistful of sandwich. 1 fistful of gusto. The good guys win again!". |
April 3 & November 27, 1964 Life magazine |
3 |
$7.50 |
View Schlitz 93 |
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| Brown and white 9 1/2" x 12" ad for The Beer that made Milwaukee famous. This ad has a drawing of a cow who has stuck his head into view. The ad headline begins the story by saying that "It seems there was this cow..." and goes into the story of the Chicago fire and how the Schlitz Brewing Co sent beer to help the thirsty individuals of the city. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 5, 1964 & December 11, 1964 Life magazine |
4 |
$7.50 |
View Schlitz 56 |
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| Full color 9 1/2" x 13" ad for their Beer. The ad has a picture of a young man yelling as he holds a hot dog in one hand and a foaming cup of beer in his other. The ad headline encourages you to "Get out to the park and into a Schlitz". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 15 & June 12, 1964 Life magazine |
3 |
$7.50 |
View Schlitz 91 |
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| Full color 9 1/2" x 13" ad with a photo of a sweating young man who is quenching his thirst with a tall glass of Schlitz. The ad headline brags that "Schlitz gets to a man's thirst quick". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
July 17, 1964 Life magazine |
1 |
$7.50 |
View Schlitz 90 |
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| Full color 9 1/2" x 13" ad has two photos of a man with a straw hat decorated with Schlitz containers, two cans and one bottle. In the left photo he is pulling the pop tab off of a can while wearing a slightly dressy shirt. In the other photo he is twisting off the cap from a bottle and he is wearing a tee-shirt as he looks to be taking the day off. The ad headline asks you to "Take a pop top holiday. (get the Schlitz...forget the opener)". The ad continues by defining "A Pop Top Holiday is anywhere you take the Schlitz. Schlitz Pop Top bottles. Schlitz Pop Top Cans. They open with just your bare hands." What more do you need to make your holidays easier. |
July 24, 1964 Life magazine |
2 |
$7.50 |
View Schlitz 82 |
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| Brown and white 9 3/4" x 13" ad that is a larger version of the previous ad. This ad has the childish drawing of a battleship with smoke coming out of the stacks and the headline underneath saying that "You may serve the Schlitz when ready, Gridley! (Or, how Admiral Dewey's men "spliced the main brace" at Manila Bay". It then says that "Only seven hours after Admiral Dewey said "You may fire when ready, Gridley" the enemy hoisted the white flag of surrender over Manila Bay. But those seven hours of continuous bombardment - plus a daily diet of salt beef - were enough to raise a mighty thirst in any man's navy". It then claims that the Jos. Schlitz Brewing Co. promptly sent enough beer overseas to give every man in the navy two whole bottles. |
September 4, 1964 & October 30, 1964 Life magazine |
3 |
$7.50 |
View Schlitz 55 |
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| Brown and white 9 1/2" x 13 1/2" ad with an answer to another question asked about Schlitz Beer. There is a drawing of a long-necked bottle of Schlitz with the bottle cap floating above it and bubbles and gasses escaping from the bottle and the headline tells us that the text will explain "Why we put a head on Schlitz before we put on the cap." The text talks about how fresh air will ruin the taste of beer and, at the Schlitz Breweries, the taste is very important. They have perfected a machine that will jiggle the bottles causing the bubbles to fill up the neck of the bottle forcing the air out at which point the cap is applied leaving what is in the bottle tasting as good as a Schlitz should. |
September 18, 1964 Life magazine |
1 |
$7.50 |
View Schlitz 145 |
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| Full color 10" x 13 1/2" ad that ties their Beer in with the 1964 Olympics from Tokyo, Japan. We see sportscaster Tom Harmon holding up a filled mug of Schlitz beer while wearing a Schlitz jacket and standing perfectly positioned in front of a poster from which can be seen the words Tokyo 64. The caption identifies him and the dates that NBC will be broadcasting these Olympics. |
October 2, 1964 Life magazine |
1 |
$8.00 |
View Schlitz 154 / Tom Harmon |
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| Brown and white 9 1/2" x 13 1/2" ad with a tie-in to the 1964 Olympics held in Japan. The ad has a drawing of a hand lifting a filled beer mug off of a coaster that says "Real Gusto" along with the Japanese symbols for this same phrase. The ad headline asks "Can't get to Tokyo for the Olympics? So throw a Jitsu Raku party!", watching it on NBC, and the ad text explains that this is Japanese for Real Gusto. The ad warns that, since Schlitz is a sponsor for the Olympics, you should not be surprised if "a little Jitsu Raku turns up in the commercials". |
October 23, 1964 Life magazine |
2 |
$7.50 |
View Schlitz 105 |
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| Brown and white 7 3/4" x 11" ad from their hand drawn series. Pictured is a lipstick mark with a headline asking "How long is a kiss?" which, the text decides, "is best decided by the people involved." The ad writers feel the answer should be "Just long enough" but that is a personal yet unscientific answer. When making Schlitz beer with "The Kiss of the Hops" the answer has to be more precise. The text feels that other brewers are reading this ad to determine the answer but it will remain a company secret. The only answer that needs to be known is that Schlitz is aware of the answer and use it to make their beer as good as it is. |
February 1965 Playboy |
1 |
$7.50 |
View Schlitz 151 |
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| Full cover 10" x 13" ad has a photo of a man with a wind-burned face, his goggles pulled down and sitting on the collar of his ski sweater as he holds up his foaming mug of beer. The ad gives a "Ski lesson: Point tips downhill. Bend knees. Go! Where? Straight to the nearest glass of Schlitz." This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 5, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 81 |
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| Brown and white 9 1/2" x 12 1/2" ad has a large drawing of a lipstick imprint against a white background. The ad headline is the question "How long is a kiss?" This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 19, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 60 |
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| Full color 10" x 13 1/2" ad that pictures a man who, supposedly, spent "33 days in a lifeboat and worst of all no Schlitz". We see a man wearing a seafaring hat, a jacket and has a overgrown red beard, holding up a full mug of Schlitz beer. He is saying that "It was rugged, mates" and I wonder if it was so rough because he spent 33 days in the boat or because there was no Schlitz. The ad has the familiar claim of "Real gusto in a great light beer". |
February 26, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 162 |
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| Brown and white 10" x 13" ad for Schlitz Beer - The Beer With Real Gusto. This ad opens with the headline "Do you remember that wonderful year 1849?" and then states that "If you do - you and Schlitz have something in common, old timer." The ad text than states that "Zachary Taylor became president. The California gold rush started. Amelia Jenks Bloomer unveiled ladies' "bloomers" for the first time to a startled world. That was 1849. Remember? That was also the year that the Schlitz brewery opened their doors in Milwaukee and started turning out beer at the rate of a barrel and a half a day. Maybe you don't remember. More important, what has Schlitz done for you lately? Best way to answer that is to let a frosty glass of today's Schlitz refresh your memory. It should do a pretty good job. After all, we've been 116 years perfecting the premium taste of real gusto in a great light beer!". |
May 14, 1965 & November 12, 1965 Life magazine |
4 |
$7.50 |
View Schlitz 13 |
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| Brown and white 9 1/2" x 12" ad with an old photo of a group of rugged looking men sitting for a group picture between several old warehouse-type buildings. The ad headline claims that "They helped start a revolution" and identifies them as early brewers for Schlitz. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
May 21, 1965 & October 8, 1965 Life magazine |
2 |
$7.50 |
View Schlitz 80 |
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| Full color 9 1/2" x 13 1/2" ad for their Malt Liquor. There is a picture of a man holding out a glass that has less beer in it than it did a few moments ago and looking at like it is his new best friend. The headline calls it a "Cocky new drink from the Jos. Schliltz Brewing Co.". The text describes is as a short drink with a barrel chest and a long pedigree" that features 10 malts and 3 hops, so brawny you can drink it "on the rocks". It also shows the Schlitz Bull next to a picture of this stout can. |
May 28, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 155 |
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| Full color 9 1/2" x 13 1/2" ad for their Beer. There is a picture of a happy man wearing a straw hat with a colorful band. He is happy and laughing because someone has filled his mug up with Schlitz beer, so full that the foam is running down the side. The ad says "Today's thirst puts gusto first. Look for the special displays during...real gusto Schliltz days." |
May 28, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 156 |
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| Full color 9 1/2" x 13 1/2" ad for The Beer that made Milwaukee famous. This ad has a picture of a party where everyone in the picture has red hair including the man in the foreground who is taking a big sip from his glass of cold Schlitz. The ad asks the question we have all lost sleep over, "Do redheads have more fun" and answers it by saying "When they're drinking Schlitz they do". |
June 18, 1965 & August 27, 1965 Life magazine |
3 |
$7.50 |
View Schlitz 104 |
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| Full color 10" x 13" ad has a photo of a man with his clown makeup partially removed sitting with a big smile as he holds a mug of beer in his hand. The ad headline asks amd answers "What makes the clown smile? Schlitz. Greatest Beer on earth" and calls it "Real Gusto in a great light beer". The ad also urges everyone to "See the greatest circus parade on earth! In Milwaukee - July 5th". |
July 2, 1965 Life magazine |
2 |
$7.50 |
View Schlitz 74 |
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| Full color 9 1/2" x 13 1/2" ad for their NEW Schlitz Malt Liquor. There is a picture of a lady with an inquisitive look on her face peering into a glass filled with this new drink after taking a drink of it. She is saying as many others will "I like it. What is it?". The text explains that it is "Bolder than beer", that it has "More character than ale" and that it is "Less filling than both". It is claimed to get its "snap" from 10 Malts and 3 hops and you are encouraged to "Try it 'straight-up', try it 'on the rocks'" and to "Try it on your friends". |
July 2, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 131 |
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| Brown and white 9 1/2" x 13" ad for one of the methods that the Jos. Schlitz Brewing Company goes to to make sure that their beer is consistantly good. The ad has a drawing of a brewery that looks very small and the ad headline calls it "Our midget brewery". The ad explains that they make small test batches at their pilot brewery first to make sure that the taste is uniformly good from glass to glass. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
July 9, 1965 Life magazine |
1 |
$7.50 |
View Schlitz 101 |
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| Brown and white 9 1/2" x 13" ad that features a drawing of an opened bottle of Schlitz lying on a couch. The ad headline explains that "We have our head examined every month" and the text explains one of their "unusual" quality tests. It claims that "We lock one bottle of Schlitz into a simultaneous pouring device with seven or eight other leading beers. Then we pop the caps and pour". The claim is made that "the same thing always happens". It is claimed that the Schlitz head is always standing firm and proud much longer than the others. The reason why is, sorry, it's a secret. |
July 16 & August 6, 1965 Life magazine |
2 |
$7.50 |
View Schlitz 85 |
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| Full color 10" x 12 1/2" ad with a photo of a restaurant with a man with red-hair drinking from a glass of beer and looking over at the girl who is sitting at his table. As he thinks about her fondness for Schlitz beer too he thinks "Man, can I pick 'em. A girl with gusto and a beer to match." This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 1, 1965 Life magazine |
0 |
$7.50 |
View Schlitz 75 |
Temporarily |
| Brown and white 9 1/2" x 13 1/2" ad that shows the historical and far-reaching aspect of Schlitz Beer. There is a picture of the Northern Hotel with a group of men standing in the front and printed high on the front of the wall are the words "Schlitz Beer on Draught". The headline says "Nome, Alaska, 1902 where men were men and the beer was Schlitz". The text tells us that this hotel was made famous in the yarns of Jadk London and Rex Beach and was owned by the legendary Tex Rickard, later known as a boxing promoter. The text talks about the rough men who came to the Klondike in search of gold and how the Northern Hotel is no longer there but Schlitz beer is. |
October 15, 1965 & November 3, 1965 Life magazine |
2 |
$7.50 |
View Schlitz 142 |
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| Full color 8" x 10 3/4" ad for the Light Beer with Real Gusto. There is a picture of a wide-eyed man holding a very tall glass filled with Schlitz beer with a several inch thick head. The text suggests "Let's get to the bottom of this." |
December 1965 Playboy |
1 |
$7.50 |
View Schlitz 147 |
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| Brown and white 10" x 13" ad which has the curious headline "When yeast meets West". The ad drawing shows a childishly drawn ship heading to Denmark in 1883 to get cultured yeast to improve American beer. The t4ext laments that 1883 was a very dull year for things happening to remember, other than this beer-drinkers breakthrough. |
December 24, 1965 Life magazine |
2 |
$7.50 |
View Schlitz 29 |
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| Full color 9 1/2" x 13" ad for yet another thing you can do with their Malt Liquor. The ad has a picture of a pair of male hands twisting a lemon peel over a glass filled with Schlitz Malt Liquor and ice cubes. The ad headline asks "How's this for a new twist?" and the ad talks about a great new taste. It also says that "This frisky new drink commands plenty of respect despite the ice cubes".The ad also shows a bull next to a can of Malt Liquor and tells us to "Look for the bull: bold new symbol of the bold new drink - the premium malt liquor". |
March 25, 1966 & July 1, 1966 Life magazine |
3 |
$7.50 |
View Schlitz 102 |
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| Full color 10" x 13" ad shows a profile shot of two men taking care of several mugs of beer. The ad headline claims that "When you're out of Schlitz, you're out of beer". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
April 8, 1966 Life magazine |
1 |
$7.50 |
View Schlitz 32 |
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| Full color 10" x 13" ad for Schlitz Malt Liquor. The picture has a view of a man holding a glass of beer with the Schlitz slogan embossed on the glass. The view in the picture shows the man from his tie down to his waist and asks the question "When is no head better than one?". The text explains that this beer quickly loses it's carbonation which causes there to be a minimal abount of head. This, the claim is made, causes it to drink down easy and to sit nice and light. There is also a picture of one of the cans of beer next to the silver bull. |
April 22, 1966 & September 30, 1966 Life magazine |
3 |
$7.50 |
View Schlitz 26 |
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| Full color 10" x 13" ad with a close-up photo of a filled beer mug being emptied into the mouth of a contented gentleman who is mostly off camera. The ad headline uses their catch phrase "When you're out of Schlitz, you're out of beer" and the text discusses why this beer tastes as good as it does. It makes the claim that "it takes 1,174 careful steps to create the taste of Schlitz". |
May 13, 1966 Life magazine |
4 |
$7.50 |
View Schlitz 31 |
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| Full color 10" x 13" ad for Schlitz Malt Liquor. The top of the ad has a photo of a bookwormish kind of guy holding up a nearly full glass mug of Schlitz with a sly smile on his face. The ad headline warns us that "George hadn't tried anything new in years. Then Schlitz Malt Liquor came into his otherwise routine existence". It is explained to us that it is a premium mix and that it gets its character from 10 malts and 3 hops. Schlitz is now bold enough to serve "on the rocks" yet smooth enough to drink "straight up". George seems to be more interesting now because, last time anyone saw him, he was dancing the frug at the neighborhood discotheque. |
May 20, 1966 Life magazine |
2 |
$7.50 |
View Schlitz 30 |
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| Full color 10" x 13" ad for Schlitz Malt Liquor shows a lady biting her pearls as she carries out a platter of glasses filled with beer. The headline explains that "Mildred never used to be famous for her parties". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
June 10, 1966 Life magazine |
1 |
$7.50 |
View Schlitz 21 |
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| Schlitz Malt Liquor - "Parties, parties everywhere-but nothing new to drink. (Until now.)". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. | July 29, 1966 Life magazine |
0 |
$7.50 | View Schlitz 5 |
Temporarily |
| Full color 9 3/4" x 13 1/2" ad for Schlitz Malt Liquor with a snowman boasting a smile of lumps of coal standing against a blue background while he holds up a can of snow-covered Schlitz Malt Liquor. The ad headline, which refers to the snowman and the beer, says "Likes ice!". The text talks about the fact that this beer, "But this isn't beer", is brewed to taste good ice-cold. This product is good enough to serve "on the rocks". |
August 12, 1966 & December 23, 1966 Life magazine |
3 |
$7.50 |
View Schlitz 66 |
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| Full color 10" x 13" ad for Schlitz Malt Liquor. The ad has a picture of a smiling man, Herb according to the ad, carrying a tray full of glasses of Schlitz and baskets of popcorn, chips and pretzels with the headline "Sure beats serving the same old thing". The text talks about Herb being the first with all of the new items, such as the madras jacket and the electric snow shovel. But now he has found something new that is worthwhile, Schlitz Malt Liquor. It mentions that it can be served either straight or on the rocks to make more of an impression. |
September 2, 1966 & November 25, 1966 Life magazines |
2 |
$7.50 |
View Schlitz 17 |
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| Full color 10" x 13" ad has a photo of a bar scene with a young lady in the forefront with a disbelieving look on her face as she considers her empty glass. Thinking about the guy next to her she wonders "Should I tell him, or let him find out for himself". To paraphrase their slogan of "When you're out of Schlitz, you're out of beer" she is really thinking "When I'm out of Schlitz, you're out of luck". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
September 9, 1966 Life magazine |
0 |
$7.50 |
View Schlitz 76 |
Temporarily |
| Full color 9 1/2" x 13 1/2" ad that reminds you that When you're out of Schlitz, you're out of beer. The picture in this ad shows the ever-present bar seen where a man is leaning on the bar and handing his empty glass to one of the red-coated bartenders. Next to him is an attractive woman sipping from a glass that has been recently refilled while another woman farther down is looking in the direction of the man with the empty glass. The text philosophically decides that "No glass is emptier than the glass that just held Schlitz" and claims that there are 1,174 careful brewing steps in every drop of this product. |
September 23, 1966 Life magazine |
1 |
$7.50 |
View Schlitz 144 |
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| Full color 9 1/2" x 12 1/2" ad shows a well-dressed man sitting at a bar with an empty glass and an empty bottle of Schlitz sitting in front of him. As he looks at the camera a tear travels down his left cheek. The ad headline reminds you that "When you're out of Schlitz, you're out of beer". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 28, 1966 Life magazine |
1 |
$7.50 |
View Schlitz 34 |
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| Full color 10" x 13" ad for the beer that is beer. The ad has a picture of a get-together where a group of people are sitting around in what looks like an afterwork evening at the bar. One man, sitting at a table with a laughing woman, notices that his glass is empty and, looking at someone employed to prevent this from happening, points to the fact that foam is visible throughout the entire glass. The ad headline assures you that "When you're out of Schlitz, you're out of beer". The ad brags about the fact that it takes 1,174 careful steps to make each and every drop of Schlitz beer. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
November 25, 1966 Life magazine |
1 |
$7.50 |
View Schlitz 114 |
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| Full color 10" x 13" ad that demonstrates one of the difficulties of buying Schlitz for someone else. The ad has a picture of a man surrounded by Christmas wrapping paper and a sleeve that DID contain six cans of Schlitz Beer. He is pouring the contents of one of the cans of Schlitz into a glass as he looks at the camera with a sly look of satisfaction on his face. The caption "I wonder if George will mind getting a 5-pak" brings home the point that "When you're out of Schlitz, you're out of beer". |
December 16, 1966 Life magazine |
2 |
$7.50 |
View Schlitz 22 |
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| Full color 9 1/2" x 13 1/2" ad for the fact that "When you're out of Schlitz, you're out of beer". There is a picture taken in a busy bar manned by men wearing red jackets. The man in the foreground of the picture is reaching gladly for the bottle of Schlitz that has finally been brought to him and is paying no attention at all to the fact that he seems to be surrounded by attractive women who are just as anxious to put down the beers. The text comes up with the reasoning that "No glass is emptier than the glass that just held Schlitz" and mentions the 1,174 careful brewing steps put into each and every drop of Schlitz. |
December 23, 1966 Life magazine |
3 |
$7.50 |
View Schlitz 132 |
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| Full color 10" x 13" ad shows two men in ski clothes carrying armfuls of beer as they realize they forgot the skis. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
February 10, 1967 Life magazine |
1 |
$7.50 |
View Schlitz 18 |
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| A Clown finding out that "When you're out of Schlitz, you're out of beer" | May 1967 Playboy |
0 |
$7.50 | View Schlitz 2 |
Temporarily |
| Full color 8" x 10 1/2" ad shows a pouting well-dressed lady looking at an empty glass with the headline "When one is out of Schlitz, one is out of beer" |
December 1967 Playboy |
0 |
$7.50 |
View Schlitz 16 |
Temporarily |
| Full color 7 3/4" x 10 3/4" ad that wants you to envision just how bad it would be to run out of Schlitz. The picture shows a desperate man holding a can of Schlitz over a mug that is nearly filled and trying to coax a few more drops to fall into his mug. The headline warns that "When you're out of Schlitz, you're out of beer" yet, if your mug is as full as this man's is, you are not out of beer. The text talks about how the careful brewing that Schlitz is famous for is what allows it to not have the "beer bite". |
May 1968 Playboy |
1 |
$7.50 |
View Schlitz 153 |
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| Full color 8" x 10 3/4" ad with the warning that When you're out of Schlitz...you're out of beer. There is a picture of a man whose face is showing relief as the woman behind him is pouring the contents of a bottle of Schlitz into his glass that, a moment ago, was empty. The text explains that "Quality never comes easy. Schlitz is most carefully brewed for smoothness, gusto and aroma without "beer bite". This is pure beer. This is Schlitz. The beer that made Milwaukee famous." |
November 1968 Playboy |
2 |
$7.50 |
View Schlitz 150 |
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| Full color 7 3/4" x 11" ad for Schlitz Malt Liquor. The ad features an angry bull drawn in black on a red background and says "El Toro Bravo". His eyes are staring intently at a chilled can of this product with drops of condensation gripping the sides. |
June & October 1969 Playboy |
3 |
$7.50 |
View Schlitz 33 |
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| Full color 7 3/4" x 10 3/4" ad that addresses the "When you're out of Schlitz" problem from a different viewpoint. There is a photo of a can of Schlitz Beer being held upside down on the grass by a single finger and the ad headline suggests that "When you're out of Schlitz, punt." The text starts by talking about how you would never get your signals that mixed up yet I don't remember anyone punting with the ball being held to the ground. It also mentions that Schlitz is a sponsor for NFL football on CBS. |
October 1969 Playboy |
2 |
$7.50 |
View Schlitz 77 |
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| Full color 7 1/2" x 10 3/4" ad for Schlitz Malt Liquor. This ad has a vivid, purple background with the familiar drawing of an irate bull with the headline "El Toro Bravo". There is nothing else in the ad but a picture of a cold can of this product waiting for someone to pull back the tab. |
April 1970 Playboy |
2 |
$7.50 |
View Schlitz 139 |
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| Full color 7 3/4" x 10 3/4" ad for their powerful yet tasty Schlitz Malt Liquor. The ad has a black background with the bull being red this time, red is a color that makes it look more fierce. The headline shouts out "El Toro Bravo" next to a picture of one of their silver cans, condensation built up along it's sides. |
May 1970 Playboy |
1 |
$7.50 |
View Schlitz 152 |
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| Full color 7 3/4" x 10 3/4" ad for their cans of Schlitz Malt Liquor. This ad reminds us that drinking this product is not just a matter of tearing open cans and pouring the contents down waiting throats, it can also be done with a modicum of sophistication. The ad shows an opened can next to a glass filled with Schlitz and flavored with a twist of lemon while chilled with cubes of ice. The big print headline claims that "A lot of people who are now saying Schlitz Malt Liquor served on the rocks with a lemon twist is a spectacular, refreshing, neat, great, wonderful idea, used to say it was a lousy, stupid, bad, dumb idea". For the rest of us the small print states that it is "Also very good straight." |
June 1970 Playboy |
1 |
$7.50 |
View Schlitz 140 |
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| Full color 8" x 11" ad for one of my high school favorites, Schlitz Malt Liquor. Against a black background the ad has a red, mean-looking bull rearing behind a cold can of Schlitz Malt Liquor. The ad headline shouts "El Toro Bravo". |
November 1970 Playboy |
1 |
$7.50 |
View Schlitz 110 |
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| Full color 8" x 10 3/4" ad for the beer that is popular around the world. Most of the ad is taken up with a picture of the Earth against a dark background but there is an inset picture of a man on a sailing ship holding a can of Schlitz to his mouth while the other men in the back of the picture watch him with envy. The ad encourages you to "Taste the Gusto life". |
October 1974 Penthouse |
1 |
$7.50 |
View Schlitz 111 |
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| Full color 8" x 11" ad that is for the pleasure of enjoying Schlitz Beer. This ad has a picture of a man playing tennis on a very hot day and he is making a return shot with a very large sun sweltering behind him. The ad headline says that "This time of year you don't ever want to be out of Schlitz. It's the one for sun". The ad says "It's right. Right now. After all, we've been improving what's right about our beer for over a century. Because we know you never lose your taste for quality. So look for the big Schlitz display. And take home the one for sun!". At the end of the ad there is the saying that "There's just one word for beer. And you know it". |
June 1977 Playboy |
1 |
$7.50 |
View Schlitz 164 |
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