1970s Schlitz Globe Lighted Advertising Sign Clock

Time Flies When You're Having a "Schlitz": Unearthing a 1970s Breweriana Icon

Step into a classic 1970s tavern or perhaps a bustling package liquor store, and what do you see? Beyond the wood paneling and the hum of conversation, your eye is drawn to the warm glow of a truly "large and in charge" advertising piece. Today, we're talking about a magnificent specimen of breweriana: the 1970s Schlitz Beer Globe Lighted Advertising Sign Clock.

Described as "monstrous" in size at 20 inches tall, 18 inches wide, and an astonishing 94 inches long, this isn't just a sign; it's a statement. It’s an undeniable centerpiece, a true conversation starter that would immediately become the focal point of any room or collection.

A Beacon of "The Beer That Made Milwaukee Famous"

This isn't just any lighted sign; it's a multi-faceted display that perfectly captures the spirit of 1970s advertising. At its heart is the iconic, illuminated Schlitz Globe – a symbol instantly recognizable to beer aficionados. This central globe is beautifully framed by gilded finial work, extending outwards to embrace more lighted beer graphics. On the right, a functional clock display adds utility, while the left side features another vintage 1970s lighted beer graphic.

The fact that it still plugs in and lights up as expected, even with some minor cosmetic blemishes like scuffs, scratches, and discoloration, is a testament to its robust construction and enduring appeal. These marks are not flaws but rather badges of honor, hinting at its past life in a busy retail environment, truly "presenting extremely well" for its age.

The Schlitz Story: From Milwaukee to the World Stage

To understand the significance of this sign, we need to delve into the rich history of Joseph Schlitz Brewing Company. Founded in Milwaukee, Wisconsin, in 1849, Schlitz quickly rose to prominence, earning the moniker "The Beer That Made Milwaukee Famous."

By the mid-20th century, Schlitz was a titan in the American brewing industry, often vying with Anheuser-Busch for the top spot. The 1970s, the era this sign hails from, was a crucial decade for Schlitz. While they were still a major player, the decade also saw challenges for the company that would eventually lead to its decline. However, in the early to mid-70s, Schlitz was still a household name, and its advertising was ubiquitous.

The Schlitz Globe became an enduring symbol of the brand's global aspirations and quality. This particular sign, with its integrated clock, was a sophisticated piece of point-of-sale advertising designed to grab attention and encourage purchases. These weren't cheap or flimsy; they were substantial investments by the brewery, meant to last and make a bold statement in bars, taverns, and liquor stores across the country.

A Must-Have for the Breweriana Collector

For dedicated breweriana collectors, finding a piece like this 1970s Schlitz Globe Lighted Advertising Sign Clock is like striking gold. Its size, condition (especially considering its age and use), and the combination of the iconic globe, graphics, and functional clock make it genuinely "extremely hard to find."

It's more than just a light-up sign; it's a piece of American cultural history, embodying a specific era of beer advertising and the powerful presence of Schlitz. Imagine the stories it could tell, the conversations it overheard, and the countless happy hours it illuminated. This sign isn't just a decorative item; it's a genuine relic from a time when Schlitz was a king among beers, making it an essential acquisition for any serious collector looking to enhance their display with a truly iconic piece.

What's your favorite piece of vintage breweriana? Let us know in the comments!

This item is Lot #1467 in our upcoming Summer Classic Auction on August 16 at Donley Auctions in Union, Illinois.