Pabst Brewing Co. has announced it will halt production of Schlitz beer after 177 years, according to CBS News. The final batch will be brewed using a mid-20th century recipe that duplicates the beer's flavor from its peak popularity.
Key Takeaways
Pabst Brewing Co. is halting production of Schlitz beer after 177 years. The final batch will be brewed using a mid-20th century recipe. The decision comes amid declining beer sales and increased costs. According to multiple reports, the brand's popularity waned due to cost-cutting measures and recipe changes in the 1970s.
The decision comes amid declining beer sales and increased costs. "Unfortunately, we have seen continued increases in our costs to store and ship certain products and have had to make the tough choice to place Schlitz Premium on hiatus," Pabst head of brand strategy Zac Nadile told Milwaukee Magazine, as reported by Daily Mail. The company left the door open for a potential return in the future.
The final run will be brewed at the Wisconsin Brewing Company plant in Verona, Wisconsin. Friends of Friends bar in Chicago's West Town neighborhood is preparing to pour a final pint of Schlitz as production halts. Owner Abe Vucekovich described the news as heartbreaking but plans to continue the spirit of Schlitz in what Friends of Friends represents.
Schlitz was founded in Milwaukee in 1849 and became one of America's dominant beer brands during the 20th century, according to Fox News. Its popularity surged after the Great Chicago Fire crippled breweries in Chicago in 1871. However, its reputation suffered due to cost-cutting measures and recipe changes in the 1970s.
The decline of Schlitz is emblematic of broader trends in the beer industry. According to Fox News, consumers are drinking less both at home and away from home, with younger consumers drinking much less than previous generations. The growth of specialty beverages like cocktails and non-alcoholic mocktails has also contributed to pressure across the beer industry.
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