Iconic Schlitz Beer Discontinued After 177 Years
Tasting Table • • business
Key Points:
- Schlitz, a Milwaukee-based brewery founded in 1849 and once the largest brewery in the world, will cease production after nearly 177 years, marking the end of an era for this iconic American beer.
- The brand's decline was due to production errors, a controversial ad campaign, and competition from Budweiser, which overtook Schlitz as the top-selling beer in 1957.
- After changing ownership multiple times, Pabst Brewing Company announced the discontinuation of Schlitz, citing rising costs as the primary reason.
- A final 80-barrel batch replicating Schlitz's original recipe from 80 years ago will be brewed on May 23 at Wisconsin Brewing Company, with the beer expected to be available on June 27 during a commemorative event.
- Pre-orders for this last batch will open on May 23, offering fans a final chance to enjoy Schlitz as it was in its prime before production ends permanently.