The final batch of Schlitz, a historic beer that has been enjoyed for 177 years, will be brewed one last time after being recently discontinued. The beer, famously marketed as 'the beer that made Milwaukee famous,' will be produced by Kirby Nelson at Wisconsin Brewery in Verona on May 23.
A Love Letter to Wisconsin
Nelson described the brew as 'Wisconsin Brewing Company's love letter to our state,' and noted that it returns to Schlitz's glory days. He will use a recipe based on Schlitz brewhouse operations logs from 1948 to treat the beer with dignity and respect. The final batch will consist of 80 barrels.
On May 23, Nelson will give a talk about the brand's history before the brewing process begins. Pre-orders will also be available. The finished product will be ready for consumption on June 27, and Wisconsin Brewery plans to hold an event celebrating the brand.
A Storied History
Schlitz was first brewed at Milwaukee Tavern Brewery, founded in 1849 by August Krug. After Krug's death in 1856, his bookkeeper Joseph Schlitz acquired the company and turned it into Joseph Schlitz Brewing Co. The brand experienced a boom in 1871 when the Great Chicago Fire destroyed many local breweries, and Schlitz transported beer by train to support the city.
Joseph Conforti, general manager of Milwaukee Brat House, noted that people in Chicago lacked clean drinking water and turned to Schlitz. He added that a nostalgia factor remains, and the beer was a top seller during the RNC in Milwaukee.
In 1999, Schlitz was bought by Pabst Brewing Co., producer of Pabst Blue Ribbon. Kirby Nelson sought permission from Pabst to revive the original recipe. Pabst's head of brand strategy, Zac Nadile, said the decision to put Schlitz on hiatus was due to increased costs to store and ship certain products, but emphasized that the brand remains cherished and could return based on customer feedback.
Nelson will also serve the Schlitz at Old World Wisconsin's 50th anniversary celebration in Eagle on July 4.
