History of Schlitz Beer
Joseph Schlitz arrived in Milwaukee in 1850 and began working at Krug’s brewery. After marrying Krug’s widow in 1858, he successfully managed the brewery, expanding its operations and leading Schlitz to become a major beer player. The company introduced the slogan “the beer that made Milwaukee famous” in 1893. Schlitz first became the largest US beer producer in 1902. It acquired Primo, a Hawaiian beer, in 1964. The recipe change in the late 1970s horrified drinkers, and a bizarre TV ad campaign also frightened viewers. Customers grew frustrated, returning cases of beer. In 1976, Schlitz recalled over 10 million cans and bottles, costing over $1.4 million in losses.
The company hired Burnett to launch TV spots featuring macho Schlitz loyalists responding aggressively when asked to try different beers. In 1981, the Schlitz brewery closed. The brand was purchased by Stroh in 1982 and sold to Pabst in 1999. Pabst produces the classic Schlitz along with several malt liquors, including Schlitz Red Bull and Schlitz Malt Liquor, which have a higher alcohol content.
Is Schlitz Beer Still Made Today?
Stroh’s Beer Acquisition
What happened to Stroh’s beer?