This is a vintage Schlitz Beer Stein 3-D wood and plastic sign from Milwaukee, Wisconsin. The top reads: 84548 1970 Jos. Schlitz Brewing Co., Milwaukee, WIS. and other cities. It is a replica of the Schlitz Cup to be awarded at the NASTAR Skiing Finals March - 1971. It measures 12" long by 11.5" tall and about 3" deep. Very cool and RARE item from Milwaukee, Wisconsin. Will be packed very carefully. Cheers!More Information:Top management at SKI Magazine was very supportive of Fry and his idea, which he wanted to call the National Standard Race, with the acronym "Nastar." Together, they decided to organize a pilot program for the 1968-69 season.Of primary importance was finding a sponsor capable and willing to fund a national program. "We found out that the advertising agency for the Joseph Schlitz Brewing Co. was interested in sponsoring some kind of ski program," recalled Fry. "I flew to Chicago and we presented it to them."The ad agency people were very interested, but they absolutely insisted on calling the program "the Schlitz Open." When John returned to New York and told his German-speaking wife about the negotiations, she burst into laughter. "What's so funny?," he asked. She informed him that Schlitz is the German word for the fly on a man's pants.Armed with his new linguistic expertise, Fry telephoned the ad agency to re-open negotiations. "Ski areas employ many German-speaking instructors," he told them. "You guys would be laughed off the mountain."Schlitz finally decided to support the program with the name "Nastar." They also would sponsor an invitational final event, named "The Schlitz Giant Slalom," to which the best Nastar ski racers of the winter would be invited - at no cost to the competitors
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