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.
Art on Tap Summer Challenge
MOWA is brewing with programs and events this summer! With 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!
Talks on Tap
Fermented Photography with Paul Bialas
Thursday, July 21 | 6:30
Join photographer Paul Bialas as he shares stories and photos from excursions into working and abandoned Wisconsin breweries. Bialas and his camera have ventured into the shuttered Pabst and Schlitz breweries. The photographer’s forays into the Leinenkugel and Miller breweries document the facets of brewing today. Bialas’ photography has been published in three books, each available for purchase in the MOWA Shop. Bialas will gladly sign copies of his books.
Bottoms Up with Jim Draeger
Thursday, August 11 | 6:30
Jim Draeger will serve up a frothy discussion on the architecture and history of Wisconsin’s saloons and tied houses, with a focus on the design and aesthetics of the state’s taverns. Draeger is the State Historic Preservation Officer and Director of Outreach at the Wisconsin Historical Society. He is also the author of Bottoms Up,
a book celebrating Wisconsin’s watering holes and breweries. Purchase a copy of the book in the MOWA Shop. Draeger will be available to sign copies of his work.
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.
Tuesday, July 12 | 10:30–11:30
The Art of the Label
with Mike Brenner of Brenner Brewing Company
Tap and Tavern Tour, Milwaukee
Saturday, August 13 | 10:00–5:00
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 Tastings
Saturday, July 30, Saturday, August 6, Saturday, September 10 | 2:00–5:00
Stop by for fun and frothy beer tastings at MOWA! Each tasting will feature different Wisconsin beer and live music. 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