Pabst Brewing Co. has announced it will stop producing Schlitz, the celebrated lager with a 177-year history. Schlitz has been a staple for many American beer enthusiasts, but rising costs linked to storage and shipping have led to this decision.
Changes in the Pabst Portfolio
Zac Nadile, Pabst’s head of brand strategy, stated that placing Schlitz on hiatus was a tough choice. This move also affects other nostalgic brands within the Pabst lineup, including Blatz and Old Milwaukee, as reported by Milwaukee Magazine. Nadile emphasized the historical importance of these brands and expressed hope for their revival in the future, guided by consumer feedback.
NBC News reached out to Nadile for more details on this decision.
A Beer That Defined an Era
The end of Schlitz production marks the closing chapter for a beer deeply rooted in blue-collar culture. Joseph Schlitz, a German immigrant, founded the brewery in 1849, renaming it after himself when he took over a small Milwaukee brewery. The Great Chicago Fire of 1871 helped propel Schlitz to national attention, as the company sent beer to the city in its time of need.
By the 1950s, Schlitz had become the leading brewery in the U.S., synonymous with its tagline, “When you’re out of Schlitz, you’re out of beer.” However, challenges arose in the following decades, contributing to Schlitz’s decline.
Decline and Legacy
In 1976, the “Schlitz Mistake” occurred when the company modified its recipe to enhance profit margins, alienating many loyal customers. The next year, a controversial advertising campaign further damaged the brand’s reputation. Additionally, the rise of light beers and evolving consumer tastes undermined Schlitz’s market position.
In 1982, Schlitz was acquired by Stroh Brewery Co., which halted Milwaukee production. Pabst later took ownership in 1999, brewing Schlitz at an Anheuser-Busch plant in Texas.
Farewell with Respect
The Wisconsin Brewing Co. will brew one final batch of Schlitz, using the 1948 recipe when Schlitz, not Budweiser, was America’s leading beer. Brewmaster Kirby Nelson told The Milwaukee Journal Sentinel that Schlitz deserves a respectful sendoff.