In a nostalgic nod to the past, Schlitz beer, a cherished name in American brewing, is poised for its final production run after nearly two centuries of crafting. Scheduled for May 23, this last batch will be brewed by Kirby Nelson at the Wisconsin Brewery in Verona, reigniting memories of a drink that once defined a city’s identity.
A Fond Farewell to a Brewing Icon
Originally dubbed “the beer that made Milwaukee famous,” Schlitz has been a staple in the American beer scene since its inception in 1849. Nelson, who aims to honour the brand’s storied past, will utilise a historical recipe derived from Schlitz’s brewhouse logs dating back to 1948. “This is back to Schlitz’s glory days,” he remarked, indicating a deep respect for the brewing tradition that has captivated generations.
The brewing process will involve 80 barrels of this iconic beverage, marking a significant moment for both the brewery and its loyal patrons. Ahead of the brewing, Nelson is set to share insights into Schlitz’s rich history, which once saw the brand ascend to the pinnacle of the American beer market.
The Legacy of Schlitz
Schlitz’s journey began at the Milwaukee Tavern Brewery, founded by August Krug. Following Krug’s passing, bookkeeper Joseph Schlitz transformed the brewery into a household name. The brand experienced a surge in popularity after the Great Chicago Fire in 1871, when Schlitz became a lifeline for those in need of clean drinking water. “They didn’t have clean drinking water, so they were drinking Schlitz beer,” noted Joseph Conforti, general manager of Milwaukee Brat House.
This historical backdrop is part of what makes the final brew so significant. As the brewing community prepares for this momentous occasion, the nostalgia surrounding Schlitz remains palpable. Many locals and visitors alike have expressed surprise that the beer is making a comeback, particularly following its hiatus since 1999 when it was acquired by Pabst Brewing Company.
A Return to Roots
The decision to produce Schlitz again follows a request from Nelson to revive its original recipe, highlighting the brand’s enduring appeal. Zac Nadile, Pabst’s head of brand strategy, explained that while the brand was put on hiatus due to logistical challenges, it continues to hold a special place in their history. “Any brand or packaging configuration that is put on hiatus is still a cherished part of our history,” he stated, reinforcing the company’s commitment to customer feedback and brand revival.
The final product is set to be available to the public on June 27, with plans for a celebratory event at Wisconsin Brewery. Furthermore, Nelson will serve the revived Schlitz during Old World Wisconsin’s 50th anniversary celebration on July 4, creating further opportunities for enthusiasts to engage with the brand.
Why it Matters
The final brewing of Schlitz is not merely a farewell to a beloved beer but a celebration of heritage, community, and resilience. As craft brewing continues to thrive across the globe, this event serves as a reminder of the historical roots of brewing culture in America. It encapsulates the spirit of a city and its people, highlighting how local brands contribute to a sense of identity and nostalgia that transcends generations. As the last batch of Schlitz is prepared, it stands not only as a testament to the brewery’s legacy but also as a beacon of the enduring love for traditional brewing practices in the face of modern challenges.