Description
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.
Source: January 22, 1951 Life magazine.
