An iconic American beer that has been a staple for 177 years is soon to vanish from supermarket shelves.
Schlitz Premium, a renowned beer brand deeply rooted in Milwaukee since the 1840s, is facing discontinuation as Wisconsin Brewing Company announced the impending end of production this month.
The decision to put Schlitz Premium “on hiatus” was driven by escalating storage and shipping costs, according to Zac Nadile, Pabst’s head of brand strategy. Despite this, the company emphasized that any brand or packaging configuration put on hiatus remains a significant part of their history and potentially their future.
Known for its famous slogan “the beer that made Milwaukee famous,” Schlitz Premium was once the largest brewery in the nation until the late 1950s. Founded in 1849 by August Krug and later expanded by Joseph Schlitz after marrying Krug’s widow, the brand gained prominence by providing beer to Chicago residents following the Great Chicago Fire in 1871.
While a cost-cutting recipe in the 1970s led to a decline in popularity, the brand changed ownership over the years, ultimately being acquired by Pabst in 1999. Wisconsin Brewing Company’s Brewmaster, Kirby Nelson, expressed the company’s desire to give the historic beer a proper farewell, emphasizing the importance of dignity and respect.
Following the final batch brewing on May 23, a limited release is scheduled for June 27, with Milwaukee-area bars and breweries planning farewell events in connection to the last batches of Schlitz Premium.
