Schlitz: The End of a Beer Icon

The Pabst Brewing Co. is halting production of Schlitz, the beloved beer long associated with Milwaukee. This decision ends an era spanning 177 years, where Schlitz quenched the thirst of many American beer drinkers.

Zac Nadile, head of brand strategy at Pabst, cited storage and shipping cost increases as factors forcing this decision. “We have seen continued increases in our costs to store and ship certain products and have had to make the tough choice to place Schlitz Premium on hiatus,” Nadile explained in a statement to Milwaukee Magazine. Due to this, other retro beers like Blatz and Old Milwaukee may also be scarce.

Nadile emphasized, “Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future.” Customer feedback plays a crucial role in discussions about reviving cherished brands.

The origins of Schlitz trace back to 1849. A German immigrant founded The Joseph Schlitz Brewing Co. by taking over a small Milwaukee brewery, renaming it after himself. “The Beer that Made Milwaukee Famous” became its slogan, amplified by its aid to Chicago during the 1871 Great Fire. By the 1950s, Schlitz had grown to be the largest brewery in the US, with the slogan “When you’re out of Schlitz, you’re out of beer.”

However, Budweiser surpassed Schlitz that same decade. The company later made the “Schlitz Mistake” in 1976, altering its recipe which led to a loss of customer loyalty. An aggressive ad campaign featuring menacing actors further hurt its image. Over time, changing tastes and a perception of being outdated diminished its popularity.

Schlitz was sold to the Stroh Brewery Co. in 1982, ceasing Milwaukee brewing. Later, Pabst acquired it in 1999, producing it at an Anheuser-Busch plant in Texas. Now, a final batch using the 1948 recipe will be brewed by Wisconsin Brewing Co. near Madison. Brewmaster Kirby Nelson believes Schlitz deserves “dignity and respect” as it makes its exit.