An iconic American beer that has been a staple for 177 years is being discontinued, signaling its disappearance from supermarket shelves.
Schlitz Premium, a beer brand with deep roots in Milwaukee dating back to the 1840s, is facing a hiatus as the Wisconsin Brewing Company announced the production of the final batch this month.
The decision to discontinue Schlitz Premium was attributed to rising costs of storage and shipment for certain products, leading to the difficult choice to put the brand on hold, according to Zac Nadile, Pabst’s head of brand strategy.
Despite the pause in production, the company emphasized that any brand or packaging put on hiatus remains a significant part of their history and potentially their future, with ongoing consideration to revive beloved brands based on customer feedback.
Recognized for its famous slogan, “the beer that made Milwaukee famous,” Schlitz Premium was once the largest brewery in the nation until the late 1950s.
Established in 1849 by August Krug and later expanded by Joseph Schlitz after marrying Krug’s widow, the brewery gained prominence by providing beer to Chicago residents following the Great Chicago Fire in 1871.
The brand faced a decline in popularity in the 1970s due to cost-cutting measures, leading to its sale to Stroh Brewing in 1982 and eventual acquisition by Pabst in 1999.
To give the historic beer a proper farewell, Brewmaster Kirby Nelson of Wisconsin Brewing Company expressed the company’s commitment to providing Schlitz with a dignified sendoff.
Following the final batch production on May 23, a limited release is scheduled for June 27, with Milwaukee-area bars and breweries planning farewell events tied to the last batches.