Preliminary identification
Photo reference
1 uploaded photo
Overview
This is a beautifully preserved, tombstone-shaped lithographed metal advertising sign promoting Schlitz Beer's 32-ounce quart bottles. It features a whimsical, stylized illustration of a mid-century backyard party, complete with a dachshund, a cat, and guests hanging a festive banner. The vibrant graphics capture the optimistic, suburban leisure culture of post-WWII America.
Story
In the 1950s, Schlitz was battling Anheuser-Busch for the title of America's top brewery. This sign sold the dream of the suburban backyard party, where sharing a 'quart' bottle was the ultimate symbol of modern hospitality.
Maker / Origin
The Jos. Schlitz Brewing Company, founded in 1849, was once the largest beer producer in the United States. Known as 'The Beer That Made Milwaukee Famous,' Schlitz was a pioneer in global distribution and innovative marketing, employing top-tier commercial artists to craft their iconic mid-century campaigns.
Condition & Value
The sign appears to be in very good vintage condition with bright, unfaded colors. There is minor edge wear, light scuffing, and small spots of oxidation/rusting along the top border, which is typical for a metal piece of this age. This minor wear does not significantly detract from the display value.
Full Research
Sold comps, value drivers, and venue guidance pulled from recent auction results.
Build on this identification
Layer in sold comps, value drivers, and venue guidance.
Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.
Best Venue
Specialty auction or a focused dealer with buyers already in this lane.
Signed example with light edge wear and original frame.
Comparable format with stronger provenance and cleaner surface.
Smaller related piece with visible craquelure and trimmed margins.
Period match with softer condition and weaker subject matter.
Close market lane comp with similar material and presentation.