Yes my friends, Schlitz is indeed on the comeback trail. According to the Associate Press:
“Schlitz’ owner, Pabst Brewing Co., is recreating the old formula, using notes and interviews with old brew masters to concoct the pilsner again. The maker of another nostalgic favorite, Pabst Blue Ribbon, it hopes baby boomers will reach for the drink of their youth, otherwise known as ”The Beer That Made Milwaukee Famous.” They also want to create a following among younger drinkers who want to know what grandma and grandpa drank.”
Few of us ever knew that Schlitz was once America’s number 2 brewery back in the mid to late 70’s. That is of course until they attempted to cut costs in the brewing process by using a high-temperature fermentation, which not only produced a nasty version of the original, but also began to clump up when subjected to an extended shelf life.
Well that was then, and this is the time of the Schlitz rebirth. It’s already selling out in areas of Milwaukee and the demand is ever increasing. So look for this classic to make its return to your liquor store soon.