Does Schlitz Beer Still Exist? A Dive into the History and Revival
Yes, Schlitz beer still exists. While its popularity waned dramatically in the latter half of the 20th century, the iconic “The Beer That Made Milwaukee Famous” has been revived and is currently produced by the Pabst Brewing Company.
A Brief History of Schlitz
Schlitz, founded in Milwaukee, Wisconsin, in 1849 by German immigrant August Krug, quickly rose to prominence. Its name, however, became synonymous with quality and brewing innovation thanks to Joseph Schlitz, who took over the brewery after Krug’s death. Under Schlitz’s leadership, the brand aggressively expanded its reach, cementing its place as one of America’s largest breweries. The “The Beer That Made Milwaukee Famous” slogan, adopted in 1893, further amplified its brand recognition.
The Rise and Fall
For much of the first half of the 20th century, Schlitz enjoyed unparalleled success. It pioneered bottling innovations, advertising strategies, and distribution networks. The brewery’s commitment to quality and consistency helped it win over consumers across the nation. However, post-World War II, management decisions focused on cost-cutting and maximizing profit ultimately led to a dramatic decline in quality. Ingredients were cheapened, and brewing processes were rushed, resulting in a beer that no longer resembled its former self. Consumers noticed the difference, and Schlitz’s market share plummeted. By the 1980s, the brand was a shadow of its former glory.
The Pabst Revival
In 1999, Pabst Brewing Company acquired the Schlitz brand. Initially, Pabst continued producing the existing, often criticized, version of Schlitz. However, in 2008, a bold move was made: Pabst brought back the original 1960s formula of Schlitz. This involved consulting with former Schlitz brewers and carefully recreating the ingredients and brewing techniques of that era. The revived Schlitz aimed to restore the beer’s reputation and reconnect with its loyal, but disappointed, fanbase.
Where to Find Schlitz Today
Today, Schlitz is widely available in many parts of the United States. Its availability varies depending on location and local distribution agreements. You can typically find Schlitz in:
- Liquor stores
- Grocery stores that sell beer
- Bars and restaurants (though less common than other major brands)
You can also use online beer finders to check availability in your area.
Modern Schlitz Varieties
While the focus is on the classic Schlitz recipe, Pabst has also introduced variations to cater to a broader range of tastes. These might include:
- Schlitz Lager
- Schlitz Malt Liquor
- Seasonal offerings
It’s essential to check the specific label to know exactly what you’re getting, as formulations and recipes can vary.
Comparing Schlitz to Other Beers
| Feature | Schlitz (Revived) | Macro Lagers (e.g., Budweiser) | Craft Lagers (e.g., Yuengling) |
|---|---|---|---|
| Flavor Profile | Slightly more robust, slightly hoppier | Light, crisp | More complex, maltier, hoppier |
| Ingredients | Traditional, aiming for 1960s recipe | Often includes adjuncts (e.g., rice, corn) | High-quality malt, hops, yeast |
| Price | Generally affordable | Typically affordable | Generally more expensive |
| Availability | Widespread, but regionally variable | Widely available | More regional distribution |
Consumer Perception Today
Consumer perception of Schlitz is mixed. Some older consumers remember the beer from its heyday and are nostalgic for the revived version. Others remember the decline and are hesitant to give it another try. Newer consumers, unfamiliar with the brand’s history, may approach it as just another macro lager. However, the revived recipe has earned positive reviews from some beer critics and enthusiasts who appreciate its slightly bolder flavor compared to other mass-produced lagers.
Frequently Asked Questions (FAQs)
Is Schlitz still brewed in Milwaukee?
While the original Schlitz brewery was located in Milwaukee, the current Schlitz beer is not brewed there. Production is handled by Pabst Brewing Company at various breweries across the United States, including breweries in other states. The Pabst Brewing Company headquarters are located in San Antonio, TX.
What is the alcohol content of Schlitz?
The alcohol content of Schlitz beer typically falls in the range of 4.8% to 5.0% ABV (alcohol by volume). However, this can vary slightly depending on the specific product and brewing process. Always check the label for the most accurate information.
Why did Schlitz’s quality decline in the past?
Schlitz’s quality decline in the late 20th century was primarily due to cost-cutting measures. Cheaper ingredients were used, and the brewing process was accelerated to increase production and profits. This resulted in a beer that was noticeably different and inferior to the original.
Is the revived Schlitz the same as the original?
Pabst has made significant efforts to recreate the 1960s Schlitz recipe. While it may not be identical, the goal was to capture the original flavor profile and brewing techniques. Many taste tests show it to be far closer to its vintage version than it was in the late 70’s and 80’s.
Where can I buy Schlitz online?
Several online retailers sell Schlitz, including Drizly, Total Wine & More (depending on your location), and other online liquor stores. Availability varies by location and state laws regarding alcohol sales and shipping.
Is Schlitz considered a “craft beer”?
No, Schlitz is not considered a craft beer. It is produced by a large brewing company (Pabst) and is not brewed by a small, independent brewery following traditional brewing methods with an emphasis on unique flavors.
Does Schlitz have any connection to the Milwaukee Brewers baseball team?
In the past, Schlitz had a strong connection to the Milwaukee Brewers. The company sponsored the team, and the brewery was a prominent part of Milwaukee’s identity. However, this connection is not as strong today due to the changes in ownership and marketing.
Does Schlitz make any other types of beer besides lager?
Yes, Schlitz has produced other types of beer besides lager, including Schlitz Malt Liquor and occasional seasonal offerings. However, the core product remains the classic Schlitz lager.
Is Schlitz gluten-free?
No, Schlitz is not gluten-free. It is brewed with barley, which contains gluten. Individuals with gluten intolerance or celiac disease should avoid Schlitz.
What is the ideal serving temperature for Schlitz?
The ideal serving temperature for Schlitz is typically between 38-42 degrees Fahrenheit (3-6 degrees Celsius). This temperature allows the beer’s flavors to be properly appreciated without being too cold.
Is Schlitz popular in any specific regions of the United States?
Schlitz tends to be more popular in the Midwest, particularly in Wisconsin and other states where it has a long history. However, it is available in many regions across the United States.
Has Schlitz won any awards recently?
While Schlitz hasn’t garnered numerous recent awards, the revived formula has received positive attention and praise from beer critics and enthusiasts. Its nostalgic appeal and improved quality have been recognized within the beer community.