Schlitz Advertising Appraisal

Schlitz Lighted Bar Sign with Horse Racing Scene

This is a vintage Schlitz lighted bar sign, likely from the mid to late 20th century. The sign features a prominent back-lit image of a horse race, with three horses and jockeys visible on a dirt track, framed by a green hedge and palm trees in the background, suggesting a tropical or Southern racecourse setting. In the foreground of the illuminated panel, a Schlitz beer bottle and a full beer mug are depicted, adding a promotional element. The overall image has a distinct greenish-yellow hue, common for backlit transparencies of this era, possibly due to aging of the internal lighting or the translucent material itself. The illuminated section is housed in a frame that appears to be made of a dark-stained wood or wood-like material, possibly particle board or fiberboard with a laminate finish, giving it a rustic or traditional bar aesthetic. The Schlitz brand name is prominently displayed in raised, off-white or silver-colored block letters on the wooden base below the illuminated scene. The construction suggests it was designed for commercial display, such as in a bar or tavern. Observable condition issues include potential discoloration or fading of the illuminated image, as indicated by the uniform greenish tint, which may be a manufacturing characteristic or a sign of age. The frame appears to be in reasonable condition, though specific wear and tear on the edges or surface cannot be fully assessed from the image. No specific manufacturer's marks or dates are visible, but its style aligns with promotional signs from the mid to late 20th century, probably 1960s-1980s. The craftsmanship appears to be typical for mass-produced advertising memorabilia of its time.