After nearly 177 years, one of America’s oldest beer brands is preparing to disappear from store shelves. Schlitz Beer, famously known as “the beer that made Milwaukee famous,” is being discontinued by parent company Pabst Brewing Company, ending a historic chapter in the US brewing industry.
Although Schlitz became an iconic American beer brand, it also had strong German roots. The brewery was originally founded in Milwaukee, Wisconsin, in 1849 by August Krug, a German immigrant. After Krug’s death, another German immigrant, Joseph Schlitz, took control of the company after marrying Krug’s widow. Under Schlitz’s leadership, the brewery grew into one of the biggest beer companies in the world and helped popularize German-style lager beer in the United States.
Over the decades, Schlitz became one of the most recognized beer brands in America. Its famous slogan, “the beer that made Milwaukee famous,” turned it into a household name nationwide. By the 1950s, Schlitz had become the largest brewery in the United States before later being overtaken by Anheuser-Busch.
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Pabst Brewing Company confirmed that Wisconsin Brewing Company in Verona, Wisconsin, will brew the final batch of Schlitz beer on May 23. Fans of the classic lager will get one final opportunity to taste the beer during a special limited release event planned for June 27, which will also include a farewell celebration.
Why Is Schlitz Beer Being Discontinued?
According to Pabst, rising storage and shipping costs made it increasingly difficult to continue production. Zac Nadile, head of brand strategy at Pabst, said the company had to make the difficult decision to place Schlitz Premium on hiatus because of growing operational expenses.
The beer brand had also struggled for years after losing popularity in the 1970s. Reports suggest that cost-cutting measures changed the beer’s original flavor, disappointing longtime customers and hurting the brand’s reputation. Schlitz was later sold to Stroh Brewing in 1982 before eventually being acquired by Pabst in 1999.
Final Tribute To A Historic Beer Brand
To honor the beer’s legacy, Wisconsin Brewing brewmaster Kirby Nelson plans to recreate a version inspired by Schlitz’s “golden era.” Nelson, who has more than 40 years of brewing experience, said the historic brand deserved a respectful farewell instead of quietly fading away.
The final recipe will reportedly use traditional ingredients and brewing methods taken from archived records, including six-row malted barley, yellow corn grits, German Hallertau Mittelfruh hops, and Washington Cluster hops.
Despite the discontinuation, Pabst hinted that Schlitz could return in the future if customer demand remains strong. The company said the brand remains an important part of American brewing history and may one day make a comeback.
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