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When you think of the beer that made Milwaukee famous, it’s hard not to think of Schlitz. Well, this is definitely the case for many Americans, but those of you from other countries may be scratching your heads. Basically, for decades an iconic beer defined the city and became a household name across the United States. But what made Schlitz so special, and how did it help put Milwaukee on the map as a beer-making capital?
The Origins of Schlitz Brewing Company
The Schlitz Brewing Company was founded in 1849, long before the brand would become a household name. It all started with a German immigrant named August Krug, who settled in Milwaukee and opened a small brewery.
But its real rise to fame came after the Great Chicago Fire in 1871. Joseph Schlitz, who had taken over the brewery after Krug’s passing, saw an opportunity not only to grow the brewery but to take Krug’s wife.
Why Schlitz? The Origins of a Brewing Icon
The fire had decimated Chicago’s brewing infrastructure, and Schlitz stepped in, sending beer to the recovering city. This bold move boosted the brand and earned Schlitz a loyal following.
From there, Schlitz grew in popularity, becoming the largest beer producer in the U.S. by the early 1900s. The catchy slogan “The Beer That Made Milwaukee Famous” was coined, and it stuck (hence I’m writing about it), cementing the brand’s place in beer history.
Milwaukee: A Beer City on the Rise
Milwaukee wasn’t always known for beer, but by the late 19th century, it had become a brewing powerhouse, largely thanks to German immigrants who brought their brewing traditions with them. Schlitz and other big names like Pabst and Miller turned Milwaukee into the “Brew City” that beer lovers know today.
But Schlitz wasn’t just about quantity; it was also about innovation. In the mid-20th century, Schlitz was a leader in producing canned beer, making the drink more accessible to the everyday consumer. That’s when we started to see the importance of the iconic Schlitz pull-tab beer can.
Schlitz Pull-Tab Beer Can: An Iconic Piece of Beer History
For beer collectors, the Schlitz pull-tab beer can holds a special place. Introduced in the 1960s, pull-tab cans revolutionised how people enjoyed beer. Gone were the days of needing a can opener; you could now pop the tab and enjoy your Schlitz wherever you were. Can you actually imagine using a can opener to drink a beer? This innovation fit perfectly into the culture of convenience that dominated the post-war era.
These cans quickly became a collector’s item, with their vintage designs evoking nostalgia for when Schlitz ruled the beer world. The appeal of the Schlitz pull-tab beer can hasn’t faded, and they remain sought-after items among beer memorabilia enthusiasts today. You can even buy Schlitz beer lamps on Etsy (don’t ask me why!).
The Rise and Fall of Schlitz
Schlitz didn’t just get lucky; its success came from smart marketing, bold business moves, and a little bit of luck. The company’s role in supplying beer to Chicago after the Great Fire put it on the map, but the brand’s commitment to innovation kept it relevant.
Additionally, the post-war era’s advertising boom played a huge role in solidifying Schlitz’s position. Catchy slogans, television ads, and even appearances in popular movies and shows helped build its reputation. You can see it in Mad Men today, too!
The Decline of Schlitz: What Happened?
For all its success, Schlitz didn’t stay on top forever. Like all good things, I suppose. In the 1970s, the company changed its brewing process to cut costs, resulting in a beer that many argued didn’t taste the same. This led to a mass exodus of drinkers, and sales, as you can imagine, plummeted. Competitors like Budweiser and Miller moved in to fill the gap, and Schlitz struggled to regain its footing.
By 1981, production had ceased, and the once-great beer was a memory. Sad times! However, since the 2000s we have seen a resurgence in interest for Schlitz, particularly with the return of its original recipe.
Is Schlitz Beer Still Brewed?
So, is Schlitz beer still brewed? The short answer is yes; well, kind of. In the early 2000s, Pabst Brewing Company purchased the rights to Schlitz and returned the original recipe.
Today, you can still find Schlitz beer brewed in limited quantities. Though it’s no longer the household name it once was, Schlitz has retained a dedicated following among those who remember its glory days.
Try the Beer that made Milwaukee Famous Today!
Now you know the history, why not try the Schlitz beers today and experience a taste of brewing legend? I’ve put together a list of all those that exist today.
- Schlitz 4.6% (Pabst Brewing Company): Crisp and light with a faint sweetness, the beer that made Milwaukee famous is finished with a prime blend of Cascade, Mt. Hood and Willamette hops.
- Schlitz Malt Liquor 5.9% (Pabst Brewing Company): A smooth and slightly sweet beer with a full-bodied malt backbone. It has subtle notes of grain and corn, with a hint of bitterness to balance the sweetness.
- Schlitz Premium Helles 5% (Privatbrauerei Eichbaum): This traditional German-style Helles is light, crisp, and refreshing with a gentle malt sweetness and a mild hop profile.
- Schlitz High Gravity VSL 8.5% (Pabst Brewing Company): A robust and intense lager which delivers rich flavours of caramel, toffee, and toasted bread, balanced by a noticeable hop bitterness.
- Schlitz Weiss 5.2% (Moscow Brewing Company): Expect typical wheat beer flavours of banana, clove, and subtle spice, rounded out by a smooth, creamy mouthfeel.
Rediscover the beer that made Milwaukee famous, and let me know if you liked it!
Summary
Schlitz may not hold the crown as America’s top-selling beer anymore, but you cannot deny its influence on Milwaukee’s brewing history and beer culture as a whole. From the catchy slogan “the beer that made Milwaukee famous” to the vintage charm of the Schlitz pull-tab beer can, this brand left an indelible mark on the world of beer. Though no longer at its peak, the resurgence of the original recipe keeps Schlitz alive, reminding us of its glory days.
FAQs
What’s special about the Schlitz pull-tab beer can?
The pull-tab can, introduced in the 1960s, was a game-changer, allowing people to open beer cans without a can opener. The vintage cans are now collectable items.
Why did Schlitz beer decline in popularity?
In the 1970s, Schlitz altered its brewing process to cut costs, resulting in a lower-quality product that alienated its loyal customer base. This led to a sharp decline in sales.
Can you buy Schlitz in the U.K.?
Schlitz beer is not widely available in the U.K. through mainstream retailers. However, you might be able to find it through speciality importers or online retailers that offer American craft and legacy beers.
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