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.
Saturday, August 20 | 10:00–3:00 and Saturday, September 24 | 10:00–12:00
Intro to Brewing and Bottling
with Barley's Angels
Saturday, August 27 | 10:00–3:00
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!
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 | 11:00–12:00
Yoga on Tap
, outdoors with Blue Luna Wellness