Heileman's Old Style Lighted Beer Sign Value Guide

This 1970s lighted sign is a quintessential piece of Midwest brewing history, representing the G. Heileman Brewing Company of La Crosse, Wisconsin. It is highly collectible for its nostalgic 'Brewed with Water from When the Earth was Pure' slogan and the vibrant, backlit waterfall imagery that defined the brand's mid-century identity.

What Is Heileman's Old Style Lighted Beer Sign Worth?

The typical price range for Heileman's Old Style Lighted Beer Sign is $150 - $200 based on recent sales. However, values can vary depending on the item's condition, rarity, and other factors such as:

• The operational status of the internal lighting components and the lack of flickering or humming.
• The physical condition of the plastic front, specifically looking for cracks, heat warping, or significant fading of the waterfall graphics.
• Completeness of the metal frame and the presence of original hanging hardware or mounting brackets.
• Regional demand, as these signs typically command higher prices within the Wisconsin and broader Midwest collector markets.

How to Identify Heileman's Old Style Lighted Beer Sign?

• Verify the presence of the G. Heileman Brewing Company branding and the specific 'Pure' water slogan on the plastic face.
• Check for the original 1970s-era electrical cord and the metal housing construction typical of mid-to-late 20th-century bar displays.
• Inspect the scenic waterfall backdrop for the correct color saturation and the classic Old Style shield logo placement.
• Look for manufacturing labels or stamps on the rear metal plate indicating its origin in the United States.

History of Heileman's Old Style Lighted Beer Sign

G. Heileman Brewing Company was an American brewing company based in La Crosse, Wisconsin, from 1858 until 1996. The Old Style brand was one of its most popular, known for its iconic waterfall imagery and advertising campaigns, particularly in the Midwest. Lighted signs like this one were common in bars and taverns, serving as both decoration and an effective form of advertising during the mid to late 20th century.