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Schlitz Beer Is Back!

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Schlitz Beer Is Back!

Postby Ian on Thu Oct 23, 2008 10:37 pm

Yep, Schlitz is back. They used Milwaukee as a test market this summer and it was so popular that it was sold out every time I was in the area. Now that its made its way to Madison, I was able to pick up a case. They've gone back to the original 1960's formula and, while its no micro brew, its surprisingly good.

http://www.thedailypage.com/daily/artic ... icle=23871

The beer that made Milwaukee famous is returning around Wisconsin for another shot at glory. The original version of Schlitz beer hasn’t been around since the 1960s, but the once familiar maroon and gold six-pack carton of brown bottles will soon be back in Madison, complete with that slogan and the exhortation to “Go For the Gusto.”

Appropriately enough, the Schlitz brand is owned by Pabst Brewing of Woodridge, Illinois. Seeking to duplicate the retro reembrace and burgeoning sales of Pabst Blue Ribbon over this decade, the brewery is hoping beer drinkers with a similar sense of nostalgia will gravitate back to the brew that once made Schlitz the largest brewery in the world.

Pabst resurrected the original recipe for Schlitz based on notes and interviews with former Schlitz workers, and is marketing it as the “Classic 1960s Formula” of the beer. This retro version is brewed under a contract with MillerCoors at its operations in Eden, North Carolina, and was originally distributed in Florida and Minnesota before returning in limited quantities to its ancestral haunts along Lake Michigan back in June. In Milwaukee, the anticipated news created waiting lists at the handful of liquor stores that carried it. Now, within the next few weeks Frank Distributing of Middleton is planning to introduce the beer back to Madison.
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Re: Schlitz Beer Is Back!

Postby SithTracy on Fri Oct 24, 2008 9:20 am

WOW! I remember Schlitz as a malt liquor... so thick, it was like drinking maple syrup! Okay, perhaps not that extreme, but it was a very heavy filling beverage.
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Re: Schlitz Beer Is Back!

Postby Wesociety on Sat Oct 25, 2008 12:17 pm

One of my favorite dive bars in Phoenix has this for $1 a can on Monday nights.
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Re: Schlitz Beer Is Back!

Postby Ian on Sat Oct 25, 2008 4:27 pm

Wesociety wrote:One of my favorite dive bars in Phoenix has this for $1 a can on Monday nights.


Hopefully they'll put the new.. err old formula in cans soon. I'd definitely pay $1 for it.

I was into drinking 40oz's in college and I gotta say that Schlitz malt liquor is one of the worst ones out there.
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