After 177 years, the beer once prominent in American households is coming to an end. The last batch of Schlitz beer is scheduled to be released on May 23. The reaction online varies from sadness to disappointment.
Schlitz was founded in 1849 and became a leading beer brand throughout the 20th century. It was famously known as “the beer that made Milwaukee famous.” The brand grew in popularity after the Great Chicago Fire in 1871 destroyed several breweries. By the 1950s, Schlitz was among the world’s most popular beers.
The change was a cost-cutting measure aimed at speeding up production, AmericanCraftBeer.com reported.
Many attribute Schlitz’s decline to a formula change, described as “the Schlitz mistake.” The change, intended to reduce costs, affected the beer’s quality and reputation. “Like many brands, Schlitz became a joke when the company cheapened the ingredients,” wrote an online user. Many people fondly recalled its unique taste before the change.
Schlitz once enjoyed global success. However, competition from giants like Budweiser, Miller, and Pabst contributed to its downturn in the 1970s. Pabst acquired Schlitz in 1999. Today, the site of the original Joseph Schlitz Brewing Co. is a historic space known as Schlitz Park.
On social media, people reminisce about the brand. One user mentioned that it was their wife’s grandmother’s favorite beer. Another cited memories of having Schlitz during fraternity events.
Pabst’s head of brand strategy, Zac Nadile, explained that rising costs to store and ship certain products led to the decision to retire the beer. According to David Henkes of Technomic, consumers are drinking less beer, contributing to declining sales which have reached a 37-year low. The rise of specialty beverages like cocktails and nonalcoholic drinks added additional pressure on the industry.
Despite these challenges, Schlitz will have a fitting farewell. The final batch will use the 1948 recipe, brewed by Wisconsin Brewing Company (WBC). “Schlitz…deserved a proper sendoff,” said WBC brewmaster Kirby Nelson.
Pre-sales for the last Schlitz batch start on May 23. While the brand retains nostalgic charm, its past quality issues prevented a full recovery of its reputation. As consumers continue to prioritize both price and quality, Schlitz was unable to regain significant presence in the market.