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Schlitz Beer
The Joseph Schlitz Brewing Company, a brewery based in Milwaukee, Wisconsin, held the distinction of being the largest beer producer in the United States. Its flagship beer, Schlitz, earned the reputation of “The beer that made Milwaukee famous” and was famously promoted with the slogan “When you’re out of Schlitz, you’re out of beer.”
Schlitz achieved its status as the largest beer producer in the U.S. in 1902 and held that position multiple times in the first half of the 20th century, engaging in friendly competition with Anheuser-Busch during the 1950s.
The brewery was originally established by August Krug in 1849. However, ownership of the company passed to Joseph Schlitz in 1858 when he married Krug’s widow. Schlitz successfully managed the brewery and expanded its operations, leading it to become a major player in the beer industry.
In 1982, the Stroh Brewery Company acquired Schlitz, but later in 1999, the brand and other Stroh’s assets were sold to the Pabst Brewing Company. Under Pabst’s ownership, Schlitz continued to be produced alongside another well-known brand, Old Milwaukee. Pabst offered various types and varieties of Schlitz beers to cater to different consumer preferences.
On November 13, 2014, Pabst Brewing Company completed its sale to Blue Ribbon Intermediate Holdings, LLC. This entity was a partnership between American beer entrepreneur Eugene Kashper and TSG Consumer Partners, a private-equity firm based in San Francisco. The reported sale price was approximately $700 million, marking a significant transaction in the beer industry.
In summary, the Joseph Schlitz Brewing Company was once the largest beer producer in the United States, with its iconic Schlitz beer achieving fame as the beer that put Milwaukee on the map. Despite changing ownership over the years, the brand has continued to be produced and enjoyed by beer enthusiasts, maintaining its legacy as a significant player in the brewing industry
What Happened to Schlitz Beer?
This year’s Super Bowl is notable because it marks the first time in 37 years that there won’t be any Budweiser ads during the game. The owner of Budweiser, Anheuser-Busch, has decided to allocate the money that would have been spent on a prominent ad spot to support COVID relief efforts.
However, it’s important to note that while there won’t be a specific “Drink Budweiser” ad, Anheuser-Busch will still be running commercials for other brands under its portfolio, such as Bud Light, Michelob, and Bud Light Seltzer Lemonade. They are also running additional large-scale national promotions. So, in essence, they are continuing their usual marketing activities while making it seem like they are refraining from promoting Budweiser directly.
On the other hand, Schlitz, a once-popular beer brand and Budweiser’s friendly rival, has significantly faded from the spotlight. If you visit Schlitz’s website, you’ll notice broken widgets and outdated information, and its social media accounts have not been updated in four years. Schlitz’s downfall can be attributed to two key factors that occurred in the late 1970s.
Firstly, there was a change in the beer’s recipe that greatly displeased its loyal drinkers. Secondly, the brand launched a television ad campaign that had a disturbing effect on viewers. The commercials featured rugged men, filmed from a first-person perspective, attempting to persuade these men to switch from Schlitz to another beer. However, the aggressive and threatening nature of the ads led people to associate Schlitz with impending danger and violence.
Within the advertising industry, the campaign was humorously nicknamed “Drink Schlitz, or We’ll Kill You.” To provide an example, one of the commercials depicted a mountain man menacingly threatening to feed the viewer to his pet cougar. Overall, the decline of Schlitz serves as a cautionary tale about the impact of recipe changes and ill-conceived advertising campaigns on a brand’s reputation and popularity.
Do They Still Make Schlitz Beer?
Once a prominent player in the beer industry, Schlitz faced significant challenges that led to its diminished status. However, it is important to note that the brand has not disappeared entirely. While its market share may have dwindled, Schlitz still maintains a presence in certain regions, particularly in the Midwest where it has a loyal following.
For many individuals, Schlitz represents more than just a beer. It carries a sense of tradition and a connection to the past. This sentimentality is often attributed to the brand’s historical significance and its long-standing association with the Midwest’s beer culture.
Despite the ups and downs experienced by the Schlitz brand, there are still consumers who appreciate its unique flavor and enjoy the brand’s distinct characteristics. Schlitz’s enduring presence in the Midwest can be attributed to factors such as regional preferences and a strong sense of local pride.
Is Schlitz Beer Still Available?
Pabst Brewing Company, which is currently based in Los Angeles, California, has taken on the responsibility of producing and maintaining the Schlitz brand. Alongside Schlitz beer, Pabst Brewing Company also produces another well-known brand called Old Milwaukee.
In addition to these beers, Pabst Brewing Company offers a range of malt liquors under the Schlitz label. These malt liquors include Schlitz Red Bull, Schlitz Bull Ice, Schlitz High Gravity, and Schlitz Malt Liquor.
Despite the challenges faced by the Schlitz brand in the past, Pabst Brewing Company has taken on the task of continuing its production. By doing so, they have ensured that Schlitz remains available to its dedicated fans and consumers who still appreciate the brand’s unique offerings.
Pabst Brewing Company’s headquarters in Los Angeles serves as the central hub for the production, distribution, and management of Schlitz, Old Milwaukee, and the various Schlitz malt liquors. The company’s expertise in brewing and its commitment to maintaining the integrity and legacy of these brands have allowed them to carry on the tradition of Schlitz and cater to the preferences of beer enthusiasts who continue to enjoy these products.
By producing Schlitz and its associated malt liquors, Pabst Brewing Company acknowledges the enduring appeal and demand for these beverages. This commitment ensures that fans of Schlitz and lovers of malt liquors have access to their preferred beverages, continuing the legacy and history associated with these brands.
In summary, Pabst Brewing Company, headquartered in Los Angeles, has taken on the responsibility of producing and offering Schlitz beer, Old Milwaukee, and a variety of Schlitz malt liquors. Through their dedication to preserving the heritage and maintaining the production of these brands, Pabst Brewing Company ensures that consumers can still enjoy the distinctive flavors and qualities that Schlitz and its malt liquors have to offer.
Is Schlitz Beer Still Made?
Although it may not enjoy the same level of popularity and prominence it once had, Schlitz has a dedicated fan base that keeps the brand alive. While other beer brands may have surpassed Schlitz in terms of market share and recognition, there are still people who appreciate and seek out Schlitz beers for their unique taste and historical significance.
Schlitz’s survival in the competitive beer industry demonstrates its enduring appeal and the loyalty it has garnered from its customers. It serves as a reminder of the brand’s impact on American beer culture and its enduring connection to beer enthusiasts.
Who Owns Schlitz Beer?
The Pabst Brewing Company owns the popular Schlitz Beer pronounced as “Pabst,” is an American company with roots dating back to 1844 when Jacob Best founded a brewing company.
In 1889, the company was renamed after Frederick Pabst. Today, it operates as a holding company that contracts the brewing of more than two dozen beer and malt liquor brands. These include its flagship brand, Pabst Blue Ribbon, as well as brands from various breweries that are no longer operational.
Pabst Brewing Company holds a diverse portfolio of brands, many of which were acquired from defunct breweries. These brands encompass a rich brewing history and include names such as P. Ballantine and Sons Brewing Company, G. Heileman Brewing Company, Lone Star Brewing Company, Pearl Brewing Company, Piels Bros.,
Valentin Blatz Brewing Company, National Brewing Company, Olympia Brewing Company, Falstaff Brewing Corporation, Primo Brewing & Malting Company, Rainier Brewing Company, F & M Schaefer Brewing Company, Joseph Schlitz Brewing Company, Christian Schmidt Brewing Company, Jacob Schmidt Brewing Company, and Stroh Brewery Company.
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