Musing of the Moment: The Death of Schlitz

In some sad news for beer drinkers, Schlitz is going the way of the Dodo: "Once-Famous Beer To Be Discontinued after 177 Years." 

Back when I was drinking lots of beer when I was in college in the 90s, I would frequent my local Hy-Vee grocery store in Kirksville, Missouri and be able to get a twelve pack of Schlitz for an economical $5.99.

We discovered Schlitz on a pledge skip to Ames, Iowa. One of my fraternity brothers went out to get beer for a bunch a guys and came back with twelve packs of Schlitz. 

We initially started drinking Schlitz because people would not bum beers off you at parties when you were drinking the "Beer That Made Milwaukee Famous." 

It was better tasting than the regular Beast Light or Natty Light that people drank back then. 

But eventually people came around to bumming Schlitzes off we Schlitzophrenics, even girls. 

It's a sad day in the history of beer. 

Random Notes from a Crank

A week or so ago a fraternity brother of mine bought the cardboard sign (below) from 1969 for me. I collect Schlitz memorabilia, and I found this piece wonderful. First, a beer company/distributor created a sign for teachers for some reason. Second, I am amused by the unnecessary quotation marks. This is going in my office. 

On July 1 my son and I are going to a Braves-Cardinals baseball game at Busch. My son is going with his travel team, which is the damned Redbirds. I'm a Cubs fan, and I throw up a little in my mouth when I see my son in his Redbirds jersey. For the game we're going to, I purchased a throwback Braves cap. I'm not a Braves fan, but I like the retro cap. 

So I wonder which team Moscow Don is rooting for in the World Cup? My bet is on I Russia. 

I enjoy watching the World Cup. There are certain teams I'll root for. I've always liked Spain. I like Spanish culture, and they usually have a solid team. As I type this though, Ronaldo just tied up the game with Spain. That dude is incredible. 

I'll cheer for Denmark because I'm part Danish. I'll also root for the African countries in the Cup: Egypt, Nigeria, and Senegal. I also like the underdog Latin American countries: Uruguay, Peru, and Costa Rica. France and Mexico's teams interest me too. 

Stay Positive: Old Advertising

What you see above is my recent purchase from eBay. For over a decade, I've had a couple of framed Schlitz magazine ads from 1951, but I finally got around to getting a beer sign for downstairs. 

The ad on the left is a locker room scene that depicts a victorious golfer pouring "The Beer That Made Milwaukee Famous" since he's the "Club Champion" of 1951. 

Here's the text of the ad: "Best round I've had all day!" [at the top of the copy] There's no more rewarding beer than Schlitz, and that's not merely a professional opinion. It's the verdict of the people we make Schlitz for--people, like you, who buy the beer that tastes best to them. More people like Schlitz than any other beer. So it's not surprising that  today Schlitz is... The Largest-selling Beer in America 

The one to the right is hilarious. A little cub stole a six pack of Schlitz from a fellow on picnic with his significant other. She's behind a tree in the background with a "Oh my gosh" look on her face.

Here's the copy of the ad: "You may be cute, but I'm thirsty!" [at the top of the text box] If the cub should happen to open one of those cans, he would know why that two-legged creature is growling about losing his package of Schlitz! Once you've enjoyed the special taste of Schlitz--the taste no other beer can match--you'll know why no beer lover likes to lose a single swallow of the Schlitz he has set his heart on. So many people feel this way about Schlitz that it's... The Largest-selling Beer in America

Random Notes from a Crank

What you see above is my first purchase on Ebay. That's right. I'm online shopping like it's 1999. The adult beverage inside that fine Schlitz glassware is Shiner's Farmhouse Ale, which is a pretty darn good beer. It has an effective hop profile without being IPAish (though I'm a lover of IPAs). It's their spring ale.  I recommend it if you want a lighter ale that isn't barley-forward. 

As I've written about before, I'm not much of a collector besides music and books, but I was in a colleague's office the other day, and I noticed her old rhetoric-composition books from the late 19th century and early century. I'm told I can get such textbooks rather cheap, which isn't surprising. If I were to collect anything, it would be old rhetoric-composition textbooks because I'm intrigued by how education happened in the bad/good old days. I'm on the lookout for books Barrett Wendell (Harvard), Fred Newtown Scott (U of Michigan), and Joseph Denney (Ohio State). Scott and Denney had very popular textbooks in the early 20th century. 

I haven't homebrewed in years. I'd have to check my homebrew log that I keep, but it had been at least three years I think. Now that we've cleaned up the basement in a major way, I may have to get back in the homebrewing game. Fair warning, Mrs. Nasty. 

Our little homestead got a new back fence on Saturday. A whole section of it blew down weeks ago. It looks nice, and Mrs. Nasty already has plans for planting flowers by it, which will entail me digging up more sod this spring.

Tall Boys

Just when I can't admire the beauty of Schlitz any more, I gain more knowledge about this wonderful beer that now is in regional circulation in its classic 60s recipe.

As related in the article, "Schlitz 'Tall Boys' Make a Comeback" (Click HERE to read it), the reformulated formula for Schlitz it now also being conveyed in helpful 16 oz. forms. Nothing of this 12 oz. shit.

The odd and somewhat troubling aspect of this marketing gambit you might have noticed if you read the article is that the original tall boy from Schlitz was 24 oz. while the retro version rolled out now is 16 oz. What gives? I guess "tall boys" are commonly known as being 16 oz. while the 24 oz. can (convenience store special) is affectionately known by some as "Two by Fours." But if the original Schlitz Tall Boy was 24 oz., why the hell is the company literally and symbolically downshifting to 16 oz.?

What Made Milwaukee Famous

I've forgotten to mention this, but when I was home for Thanksgiving I had the pleasure of coming across the authentic recipe of Schlitz. Waterloo is one of the markets for the new brewers of Schlitz who are using the old formula.

And there are changes. 

The six pack I bought was $5.99. Back in Kirksville during the college days, I bought twelve packs for that same price.

But the brew is better. A number of us "discovered" Schlitz in Des Moines on weak-ass pledge skip, and that Schlitz recipe had a somewhat astringent hoppy aftertaste, a taste I got used to.

The new recipe, however, is more balanced. It's a heavier lager without the twang but with appropriate hoppiness. 

I wish we could get it here in Chucktown.

A Schlitzian Renaissance

As related to me by an avid reader of this blog, the old Schlitz is back. And they plan to starting brewing it again in Milwaukee, its rightful home.

PBR is now distributing the old-formula Schlitz in Milwaukee, and I hope the distribution spreads soon. 

My favorite cheap beer (I drank the new formula from Stroh's) is now reformulated, in bottles, and people are loving it.

With A-B having bad PR because of the Belgian buyout, I like how  PBR and Schlitz are positioning themselves. Its time for Schlitz to regain its rightful crown as the true king of American lagers.

For this exciting story (at least to me), click HERE.

For even more information on this hallowed brew, click HERE. Much to the chagrin of my better half, I'm placing an order for paraphernalia soon...