The iconic Schlitz beer, known as “the beer that made Milwaukee famous,” is set to have its final celebration. Following its discontinuation by Pabst Brewing Company, Wisconsin Brewing Company will brew the last batch of this historic beverage next weekend in Verona, Wisconsin.
Schlitz’s Historic Legacy
Schlitz was established in Milwaukee in 1858 and quickly rose to prominence. Originally a tavern brewery founded by August Krug, it became synonymous with the city after Joseph Schlitz took over in 1856. Under Schlitz’s leadership, the brewery grew rapidly, particularly after Prohibition ended.
Key Events Leading to Discontinuation
- April 2023: Wisconsin Brewing announces it will produce the last Schlitz beer.
- Friday Statement: Zac Nadile, Pabst’s head of brand strategy, confirms Schlitz Premium is on hiatus.
- Final Brew Date: Scheduled for May 23, 2023, at Wisconsin Brewing’s Verona facility.
Details of the Final Celebration
Wisconsin Brewing’s brewmaster, Kirby Nelson, is dedicated to creating a beer that pays homage to Schlitz’s golden era, specifically using brewing logs from the mid-20th century. The last brew will utilize six-row malted barley and yellow corn grits, along with specific hops that reflect Schlitz’s historical flavor profile.
Personal Significance
For many, Schlitz represents a cherished part of the brewing community and Wisconsin’s heritage. Nelson expressed his intention to honor the brand’s legacy. “It deserves a proper sendoff,” he stated. This last brew will be available in limited quantities starting June 27, coinciding with a significant event at the brewery.
Impact on the Beer Industry
Despite its lack of production in Milwaukee for several years, Schlitz’s discontinuation signifies the end of an era for a brewery that once dominated the market. The brand’s challenges began in the 1970s when changes in their production led to a decline in consumer loyalty.
Future Possibilities
Pabst has indicated that although Schlitz is currently on hiatus, it remains a valued part of its history. The brand’s fate may change depending on consumer feedback and market demands. Nelson hopes that this final celebration will not only commemorate the legacy of Schlitz but also highlight the importance of Wisconsin’s brewing traditions.
