Legendary American beer brand fading away after almost 200 years of brewing

Schlitz Premium Beer to Be Discontinued After 175 Years

One of America’s historic beer brands is set to be discontinued, marking the end of an era after over 175 years. Schlitz Premium, which originated in Milwaukee during the 1840s and grew to be a significant player in the U.S. brewing industry, will go “on hiatus,” according to Pabst Brewing Company. This announcement comes after Wisconsin Brewing Company revealed it will produce the final batch of Schlitz later this month.

Zach Nadir, Pabst’s head of brand strategy, expressed the challenges in sustaining the brand, stating, “Unfortunately, the cost of storing and shipping certain products continues to rise, forcing us to make the difficult choice to suspend Schlitz Premium.” He also mentioned the nostalgia associated with the brand, highlighting its historical importance and the hope of potentially reviving beloved beers in the future.

Schlitz was notable for its catchy tagline, “The beer that made Milwaukee famous.” At one point, it was the largest brewery in the U.S. until Anheuser-Busch surpassed it in the late 1950s. The company was established in 1849 by August Krug, who opened a tavern brewery in Milwaukee. Following the marriage of Joseph Schlitz to Krug’s widow, Schlitz helped turn the brewery into a global name.

Interestingly, Schlitz gained increased popularity after the Great Chicago Fire in 1871, as it provided beer when Chicagoans needed alternative access to clean drinking water.

“It’s definitely a piece of nostalgia,” said Joseph Conforti, general manager of Milwaukee Brat House. “It’s surprising for people visiting who think it’s still being produced.” However, Schlitz faced a decline in the 1970s after attempts to cut costs altered its original flavor. It changed hands, first going to Stroh Brewing in 1982 and then to Pabst in 1999.

Kirby Nelson, the brewmaster at Wisconsin Brewing Company, reflected on the importance of giving Schlitz a proper farewell, indicating the intent to honor its legacy as production wraps up.

Wisconsin Brewing Company announced it will brew “The Last Schlitz” at its Verona facility on May 23rd, with a limited release planned for June 27th. In conjunction with this, various bars and breweries in the Milwaukee area are organizing farewell events to celebrate the brand.