Art on Tap | Early Wisconsin Brewery Art and Advertising July 9–September 25, 2016
    Image for Art on Tap | Early Wisconsin Brewery Art and AdvertisingGirl in the Moon, lithograph on tin, A. C. Paul, 1907, From the collection of the MillerCoors Archives

    Image for Art on Tap | Early Wisconsin Brewery Art and AdvertisingWith each visit during the Art on Tap exhibition July 9–September 25, MOWA members are invited to earn a point toward exciting rewards. Pick up a Summer Challenge punch card at the Member Services Desk for your chance to win!

    Image for Art on Tap | Early Wisconsin Brewery Art and AdvertisingMiller Brewing Co. Factory Scene, self-framed lithograph on tin, The H.D. Beach Co., 1905, From the collection of Robert and Debra Markiewicz

    Experience the dawn of modern marketing this summer at Art on Tap.

    Pabst. Schlitz. Blatz. Miller. These brands are synonymous with Wisconsin where the beer business boomed at the turn of the twentieth century. Prior to Prohibition, the beer industry spread throughout the state, reaching north to include Stevens Point Brewery and the Jacob Leinenkugel Brewing Company and west to the G. Heileman Brewing Company and many smaller breweries in between.

    In 1892, Milwaukee was home to two of the three largest brewers in the country—Pabst and Schlitz.  During this time, brewers took advantage of the revolution in modern advertising to convince a thirsty public that their brews were the best. This resulted in some of the most iconic images of early American pop culture, elaborate signage, and unforgettable slogans: Schlitz’s “The Beer that Made Milwaukee Famous” or the Girl in the Moon image from 1907 that has endured as the quintessential face of Miller.

    Talks on Tap

    The Art of Brewing: The Pabst Brewing Company and the Artistry of Advertising
    Thursday, August 25 | 6:30
    Captain Frederick Pabst understood the power of advertising. In the 1890s he commissioned artists and lithographers to creatively introduce his beer to a national audience. John C. Eastberg, Executive Director of the Pabst Mansion, will discuss how Pabst was able to successfully use advertising in order to shape the image of one of America’s most iconic brands. 

    A Sudsy Heritage: Milwaukee’s Rise as Beer Capital of the World with John Gurda
    Thursday, September 8 | 6:30
    Writer and historian John Gurda will provide a lively look back at the beverage that made Milwaukee famous. Good water, abundant ice, and a substantial German population made Milwaukee a logical center of the brewing trade. Within a single generation the city housed some of the largest brewers in America. Although beer was its most important product for only one year—1890—the “amber nectar” shaped Milwaukee’s character and cemented its image in the national consciousness. 

    Related Programs

    Masters Studio
    Saturday, August 20 | 10:00–3:00 and Saturday, September 24 | 10:00–12:00

    Intro to Brewing and Bottling with Barley's Angels

    Masters Studio
    Saturday, August 27 | 10:00–3:00

    Beer Soap-Making with Ann Marie Craig, Owner of Century Farmhouse Handcrafted Artisan Soaps

    Art on Tap Beer Tasting
    Saturday, September 10 | 2:00–5:00
    Stop by for a fun and frothy beer tasting at MOWA! The last tasting of the summer will feature different Wisconsin beer and live music by The Latchkeys. An exhibition-exclusive pint glass is included with the beer tasting ticket price.  Pre-purchase beer tasting tickets and save!

    Coffee Talk
    Tuesday, September 13 | 10:30–11:30

    Magazines, Trade Cards, and Small Scale Advertising with Art on Tap Curator Erika Petterson

    Yoga on Tap
    Select Saturdays | 11:0012:00
    Yoga on Tap, outdoors with Blue Luna Wellness