Antique advertising collectors have many categories of advertising items which they tend to prefer over other types of items. This Schmidt’s Beer lighted bullet style sign is one of those categories where modern collectors try to find any design they can. These early lights were very popular with companies in the mid to late 1930’s, and as a result, collectors can find many types of products using this style of sign to help sell their products. Maybe it is the style, or maybe the fact that most companies of the era did not commission the sign companies to make these probably due to costs. However, the brands that did certainly spent the money and their investments were well worth it, as these lighted signs still gather the attention of anyone who sees them lit up in all of their glory.
The Jacob Schmidt Brewing Company in St. Paul, MN produced this iconic bullet light. Like many beer brands which used this style of light, the companies product is shown in a bottle. Why no breweries used a beer can image on the bullet style signs is unknown to this author. I am definitely surprised since beer cans were introduced to the public in the early 1930’s, at about the same time as these signs were making their presence known by many advertisers across the United States.