An iconic American beer brand that has been in existence for 177 years is soon to vanish from retail shelves.
Schlitz Premium, a beer with deep roots in Milwaukee dating back to the 1840s, is being discontinued by the Wisconsin Brewing Company. The decision to halt production was due to rising storage and shipping costs for certain products, according to Zac Nadile, Pabst’s head of brand strategy.
Despite being placed on hiatus, Schlitz Premium holds a significant place in the company’s history and potential future, with Pabst expressing a willingness to revive beloved brands based on customer feedback.
Known for its famous slogan, “the beer that made Milwaukee famous,” Schlitz Premium was once the largest brewery in the United States until the late 1950s. Founded in 1849 by August Krug, the brewery gained prominence under Joseph Schlitz, who expanded the business after marrying Krug’s widow.
The brand’s popularity soared when it provided beer to Chicago residents following the Great Chicago Fire in 1871, a time when clean drinking water was scarce. The sentimental value attached to the beer is evident, as mentioned by Joseph Conforti, the general manager of Milwaukee Brat House.
A shift in the beer’s recipe in the 1970s led to a decline in its popularity, ultimately resulting in the brand changing ownership multiple times. Brewmaster Kirby Nelson of Wisconsin Brewing Company emphasized the importance of giving Schlitz Premium a dignified farewell, with a limited release planned for June 27 after the final batch is brewed on May 23.
Farewell events are being organized at Milwaukee-area bars and breweries to commemorate the end of an era for this historic beer brand.
