Overview
This is a classic piece of mid-century 'breweriana,' a lighted point-of-sale sign designed to encourage customers to purchase beer for home consumption.
1Identify
2Research
Preliminary identification
Schlitz Beer 'Take Home' Lighted Sign, c.1954
Photo reference
1 uploaded photo
Story
In 1954, Schlitz was the undisputed king of beers, locked in a fierce battle with Anheuser-Busch for the top spot in American coolers. This sign acted as a silent salesman in corner groceries and liquor stores, utilizing the bright, optimistic colors of the…
Maker / Origin
Joseph Schlitz, a bookkeeper who took over his employer's brewery in 1858, built an empire that famously survived the Great Chicago Fire by sending a fleet of ships filled with beer to the thirsty, scorched city.
Condition & Value
The face shows some minor scuffing and paint loss, particularly near the 'Schlitz' logo and the yellow chevron. The metal housing appears intact with typical surface wear for a 70-year-old commercial fixture; if the internal lighting is original and functional, it maintains its value well.
Research
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