Schlitz Beer to Discontinue Production After 177 Years
Schlitz, the beer that once epitomized Milwaukee and quenched the thirst of generations, is nearing its end. Pabst Brewing Company has announced the discontinuation of this iconic lager, a brand that has been a staple in American brewing for nearly two centuries.
Pabst Faces Challenges in Brewing Sector
The decision to cease production of Schlitz Premium comes amid rising costs for storing and shipping products. “Unfortunately, these escalating expenses have compelled us to make the difficult decision to suspend Schlitz Premium,” explained Zach Nadir, Pabst’s head of brand strategy, in a statement to Milwaukee Magazine last month.
Impact on Pabst’s Beer Portfolio
This announcement also suggests that other retro brands from Pabst, such as Old Milwaukee and Bratz, may become increasingly harder to find. This shift highlights the broader difficulties faced by classic beer brands in a rapidly changing market.
End of an Era for Blue-Collar Beers
The discontinuation of Schlitz signifies the decline of blue-collar beers, marking an end of an era. Founded in 1849 by German immigrant Joseph Schlitz, the brewery gained fame quickly, especially after the Great Chicago Fire of 1871, which led to widespread rumors that the company was shipping barrels to aid the city.
The Rise and Fall of Schlitz
By the 1950s, Schlitz had become the largest brewer in the United States, boasting the slogan, “When you leave Schlitz, you leave beer.” However, the brand saw its downfall in the latter half of the century as competitors like Budweiser began to overtake it. A poor strategic shift known as the “Schlitz mistake,” where the company altered its brewing recipes to increase profits, alienated its loyal customer base.
Advertising Blunders and Changing Tastes
Further missteps, including a controversial advertising campaign featuring threats against beer-switchers, only compounded Schlitz’s challenges. As consumer preferences shifted toward lighter beer and craft options, Schlitz struggled to retain its relevance, exacerbated by cultural moments like a parody sketch on “Saturday Night Live” that lampooned its marketing style.
Final Batch to Be Brewed with Historical Recipe
Schlitz was sold to Stroh Brewery Company in 1982, which later discontinued brewing in Milwaukee. The brand eventually found its way to Pabst in 1999, with production moving to an Anheuser-Busch facility in Texas. The final batch will be brewed this Saturday at the Wisconsin Brewing Company, using a recipe from 1948, a time when Schlitz was still a leader in the beer industry. Brewmaster Kirby Nelson emphasized that Schlitz deserves to “go out with dignity and respect.”
