One of America’s oldest and once-dominant beer brands is being discontinued. The historic beverage is ending production after more than 175 years on the market.
Schlitz Premium traces its deep roots back to Milwaukee in the 1840s. The parent company Pabst Brewing Co. recently confirmed the brand is officially going on hiatus. The Wisconsin Brewing Company announced it will brew the final batch later this month.
"Unfortunately, we have seen continued increases in our costs to store and ship certain products and have had to make the tough choice to place Schlitz Premium on hiatus," Zac Nadile, Pabst head of brand strategy, said in a statement to Milwaukee Magazine.
"Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future," Nadile added. "We continually look for opportunities to bring back beloved brands, and customer feedback is important in shaping those discussions."
Schlitz beer discontinued after 177 years https://t.co/7RR2n7HvWB
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The Schlitz brand became widely known for its longtime slogan as the beer that made Milwaukee famous. It was actually the largest brewery in the nation before Anheuser-Busch overtook it during the late 1950s.
The company was originally founded in 1849 after August Krug opened a tavern brewery in Milwaukee. Joseph Schlitz later took over the growing business after marrying the widow of Krug. He ultimately helped transform the local operation into one of the largest beer brands in the world.
Schlitz rose to massive prominence following the Great Chicago Fire in 1871. The brewery shipped beer to Chicago as local residents struggled to access clean drinking water.
"It's a nostalgia factor," Joseph Conforti, general manager of Milwaukee Brat House, told ABC7 Chicago. "People from out of town are surprised that they still make it."
Schlitz began losing mainstream popularity in the 1970s. Cost-cutting recipe changes significantly altered the classic flavor of the beer. The brand was eventually sold to Stroh Brewing in 1982 before Pabst acquired it in 1999.
Kirby Nelson serves as the brewmaster at Wisconsin Brewing Company. He said the company wanted to give the historic beer brand a proper farewell after learning production was ending.
"We decided that, Schlitz being what Schlitz was, it deserved a proper sendoff," Nelson said. "One with dignity and respect."
Wisconsin Brewing Company plans to brew the last Schlitz at its Verona, Wisconsin, brewery on May 23. A limited release is currently scheduled for June 27. Milwaukee-area bars and breweries are also planning local farewell events tied to the final batches.