Schlitz, the beer known for making Milwaukee famous, is halting production. Pabst Brewing Co. has decided to cease production of this iconic lager, which has quenched American thirsts for 177 years. Zac Nadile, Pabst’s head of brand strategy, stated, “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.” This statement was released to Milwaukee Magazine last month.

This move means other retro beer brands in Pabst’s portfolio, like Blatz and Old Milwaukee, will also become less accessible, as reported by the magazine. Nadile emphasized, “Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future.” Customer feedback remains vital in discussions about potential comebacks.

Schlitz’s discontinuation signifies the end of an era for blue-collar beer. The Joseph Schlitz Brewing Co. began in 1849 when a German immigrant took over an early Milwaukee brewery, renaming it after himself. “The Beer that Made Milwaukee Famous” became its slogan, but it was the Great Chicago Fire of 1871 that elevated Schlitz to a national level. The brewery sent beer to aid the devastated city, spreading its reputation.

By the 1950s, Schlitz became the largest brewery in the U.S., prominently advertising with, “When you’re out of Schlitz, you’re out of beer.” Budweiser surpassed Schlitz during the same decade. In 1976, the “Schlitz Mistake” occurred when the recipe was changed to reduce costs, alienating many loyal drinkers. In 1977, the brand’s reputation suffered further due to the controversial “Drink Schlitz or I’ll kill you” advertising campaign, featuring tough characters threatening others against choosing alternative beers.

Concurrently, the rise of light beers and evolving American preferences challenged Schlitz. A 1991 “Saturday Night Live” skit titled “Schmitts Gay” parodied beer ads, adding to Schlitz’s difficulties. Schlitz was sold in 1982 to Stroh Brewery Co., which stopped brewing in Milwaukee. Pabst acquired Schlitz in 1999, brewing at an Anheuser-Busch plant in Texas.

This Saturday, a final Schlitz batch will be brewed by Wisconsin Brewing Co., using the 1948 recipe when Schlitz was undisputedly the king of beers. Brewmaster Kirby Nelson expressed a desire for Schlitz’s finale to be dignified and respectful, as shared with The Milwaukee Journal Sentinel.