These were given away in New York city and not much elsewhere.
Made by a toy company. These are an ongoing patch series I am running right now. The other non-beer patches are the catch phrases of the decade. Very cool.
In 1978, Gilbert Baker of San Francisco designed and made a flag with six stripes representing the six colors of the rainbow as a symbol of gay and lesbian community pride. With that, this design became too controversial to use with non-gay products. Interesting fact my beer collector friend told me. In that year, Schlitz decided to stop giving away this patch but one bar in New York sent some of these to a bar in another section of the city for use in a "gay" bar. The rest is history.
These are thermal patches and NOT the sewing type. Place the patch under a cotton t-shirt. Heat them up with an iron and the plastic backing melts this patch into the destination clothing. Not sure if these still work due to age. Better a collectible than a wearable patch. Buy two and try one and keep one.