Schlitz Beer, once a staple in American households, is reaching its end after being brewed for 177 years. The final batch will be released on May 23. Online reactions include sadness, disappointment, and humor.

Founded in 1849, Schlitz became a dominant beer brand in the 20th century, earning the slogan, “the beer that made Milwaukee famous.” Its popularity surged after the Great Chicago Fire in 1871, which affected local breweries. After World War II, Schlitz was among the world’s top beers.

Schlitz faced challenges when it altered its formula to cut costs, known as “the Schlitz mistake.” This change aimed to speed up production but impacted the beer’s quality, according to AmericanCraftBeer.com. Social media users commented on how the change made Schlitz unappealing.

Competition increased in the 1970s with brands like Budweiser, Miller, and Pabst. Schlitz’s sales declined, and Pabst acquired it in 1999. The original Schlitz brewing location is now a historic site called Schlitz Park. Fans remember its iconic tagline, “When you’re out of Schlitz, you’re out of beer.”

My wife’s grandma’s favorite. We’d visit her in her apartment. She always had ice-cold bottles of Schlitz.

Pabst decided to stop brewing Schlitz due to rising costs in storage and shipment. The decline reflects trends in alcohol consumption among younger people who drink less than previous generations, noted David Henkes from Technomic.

While Schlitz couldn’t compete with major brands, the rise of specialty beverages like cocktails and mocktails also added pressure. Despite a crowded market, Wisconsin Brewing Company plans a sendoff by brewing the final batch using the 1948 recipe.

Kirby Nelson, WBC brewmaster, told WQOW.com, “We decided that, Schlitz being what Schlitz was, it deserved a proper sendoff.” Pre-sales for the last brew start May 23.

Quality perceptions of Schlitz, affecting its comeback potential, harken back to the 1970s formula change. Henkes explained that despite some brands bouncing back, Schlitz hasn’t regained enough relevance. Today’s consumers prioritize both price and quality.