The iconic Schlitz beer, known for making Milwaukee famous, is ceasing production. Pabst Brewing Co. confirmed this decision as they face increased costs in storing and shipping. Zack Nadile of Pabst mentioned this tough choice in Milwaukee Magazine. The hiatus affects other retro brands in the Pabst portfolio, such as Blatz and Old Milwaukee, making them harder to find.
“Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future,” Nadile stated. “We continually look for opportunities to bring back beloved brands and customer feedback is important in shaping those discussions.”
NBC News sought further comments from Nadile on the situation.
The end of Schlitz marks the conclusion of an era for a classic blue-collar beer. The Joseph Schlitz Brewing Co. began in 1849, founded by a German immigrant taking over a small brewery in Milwaukee. Although the slogan “The Beer that Made Milwaukee Famous” defined Schlitz, it was the Great Chicago fire in 1871 that significantly boosted the brand’s recognition. Schlitz sent beer to aid Chicago, raising its profile nationally.
By the 1950s, Schlitz had become the largest brewery in the U.S. with the slogan: “When you’re out of Schlitz, you’re out of beer.” However, Budweiser surpassed Schlitz in the same decade. The decline began with the “Schlitz Mistake” of 1976, where recipe changes alienated many loyal customers. The following year, an ad campaign known as “Drink Schlitz or I’ll kill you” further damaged the brand, depicting tough characters issuing threats over beer choices.
Schlitz struggled as light beers gained popularity and changing tastes affected its reputation. Even a 1991 “Saturday Night Live” skit called “Schmitts Gay” inadvertently mocked the brand with a parody of competitors’ macho beer ads.
The company was sold to Stroh Brewery Co. in 1982, which ceased Milwaukee brewing. Pabst acquired Schlitz in 1999 and had been brewing it at an Anheuser-Busch facility in Texas. The last Schlitz batch will be brewed this Saturday by Wisconsin Brewing Co., using the original 1948 recipe. Brewmaster Kirby Nelson told The Milwaukee Journal Sentinel that Schlitz deserves to end with “dignity and respect.”