As sales diminished with their icon “Gold Medal” brand beer and financial woes increased in the later 60’s, Steg began producing Liebotschaner Select Beer. I believe the first batch was released in 1966. This is a hanging 3-D plastic sign measuring 11 1/2 x 14 inches. Liebotschaner advertising, even though fairly modern, is not around in abundance. Evidence of the struggling times.
A very similar sign as the one above, but this is a stand-up version produced by Perfection Plastic Engineering Co. of Philadelphia. Basically the same sign without the frame. Very interesting to note, is that Stegmaier Berwing Co. – Wilkes-Barre, Penna. is in raised letters at 3 and 9 o’clock but in the same color as the brown background. An obvious attempt to distance Liebotschaner from the familiar Stegmaier Gold Metal Beer which was rapidly losing popularity.
Another plastic wall sign from the Liebotschaner era which lasted until the doors were closed on that fatal day in 1974. Again the company has their ID in the same color as the background of the sign. This one measures 9 x 14 and is by the Kirby-Cogeshall-Steinau Co., Inc. of Milwaukee. Note that the Lion brewery continued to produce Liebotschaner upon takeover of the Stegmaier rights. Lion’s version is generally indicated as “Cream Ale”, not “Select”, but there may be exceptions to this rule.