Schlitz beer, once a household name in America, is ending production after 177 years. The last batch will be brewed on May 23, sparking a mix of sadness, derision, and disappointment online.
Founded in 1849, Schlitz became a dominant 20th-century beer brand with the slogan “the beer that made Milwaukee famous.” Its popularity soared after the Great Chicago Fire of 1871 devastated Chicago breweries. Post-World War II, Schlitz was one of the world’s top beer brands.
Many attribute Schlitz’s decline to a formula change, known as “the Schlitz mistake,” which was a cost-cutting measure to speed up production, as reported by AmericanCraftBeer.com. Users on social media platforms remarked on this shift. One wrote, “Schlitz became a joke when the company cheapened the ingredients to save money,” highlighting the loss of its unique taste.
Schlitz’s popularity waned in the 1970s amid intense competition from Budweiser, Miller, and Pabst. Pabst acquired Schlitz in 1999, and its original brewery site is now called Schlitz Park, a mixed-use area.
Despite nostalgia shared by many on social media, the beer faces challenges both from consumer habits and within the industry. Zac Nadile, Pabst’s head of brand strategy, noted that rising storage and shipping costs prompted the decision to retire the beer.
David Henkes from Technomic emphasized that beer sales are at a 37-year low, partly due to younger consumers drinking less and the rise of specialty beverages like cocktails and mocktails.
Before its departure, Schlitz receives a “proper sendoff.” Pabst allowed Wisconsin Brewing Company (WBC) to brew the final batch using the 1948 recipe. WBC brewmaster Kirby Nelson expressed the need for dignity and respect in this goodbye.
Pre-sales for this final batch begin on May 23, marking the end of an era for a beer that captured hearts but eventually fell behind due to costs, quality concerns, and shifting consumer preferences.