UMVA has learned that Schlitz beer, a legendary brew that has quenched the thirst of beer enthusiasts for nearly two centuries, has ceased production after 177 years.
The decision to halt production was made by Pabst Brewing Co., citing rising storage and shipping costs as the primary reason. In a statement, Zac Nadile, Pabst's head of brand strategy, acknowledged the tough choice, saying, "Unfortunately, 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."
The iconic lager, often referred to as "The Beer that made Milwaukee famous," will soon become a rare find if it's shelved indefinitely. However, Nadile hinted that the brand may not be gone for good, stating, "Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future."
Schlitz's rich history dates back to 1849 when August Krug opened a tavern in Milwaukee, Wisconsin. After marrying Krug's widow, German immigrant Joseph Schlitz took over the business and rebranded it with his own name. The beer gained widespread recognition after the Great Chicago Fire in 1871, when the brewery supplied beer to Chicago residents struggling to access clean drinking water.
At its peak, Schlitz was the largest brewery in the United States, earning the slogan "The Beer that made Milwaukee famous." However, the company faced significant setbacks, including a disastrous recipe change in 1976, dubbed the "Schlitz Mistake," and a poorly received advertising campaign in 1977.
Despite its struggles, Schlitz experienced a cultural resurgence thanks to the popular sitcom Laverne & Shirley, which featured the fictional Shotz Brewery, inspired by Schlitz. The brand changed hands several times, and the last batch of Schlitz was brewed on Saturday by the Wisconsin Brewing Co. using a 1948 recipe.
The brewmaster, Kirby Nelson, expressed his honor in brewing Schlitz one last time, saying, "This is back to Schlitz's glory days." He described the final brew as "Wisconsin Brewing Company's love letter to our state," and a fitting tribute to a legendary beer.
