Pouring one out for Schlitz

Each week, we aim to use this space to highlight something positive happening around the state. Newsworthy events, quirky attractions, unique gatherings, and other things that make life in Wisconsin so special. But every once in a while, we have to cover some sad news. And today is one of those days.

After 177 years, the Pabst Brewing Company has decided to stop production of Schlitz beer. It was known as “The Beer that Made Milwaukee Famous” and helped establish Wisconsin as a global powerhouse in the brewing game.

At one time, Schlitz Brewing Company was the largest brewer in the world, refreshing the hard-working people of the nation at quitting time for generations. Over the years, Schlitz’s popularity began to wane, particularly after a formula change in the late 1960s that affected its signature taste.

The Schlitz brand was sold to Stroh Brewery Company in the early 1980s, and then to Pabst in the late 90s. The beer’s original recipe had been lost after they made their cost-cutting changes back in the 60s, but through research, interviews with retired brewers, and, presumably, science, they were able to recreate it, and Schlitz was relaunched in 2008.

Unfortunately, the new old Schlitz was never able to recapture the magic of the previous century, and Pabst finally stopped production of Schlitz a few months ago. But there is a brief reprieve for those who want one last hurrah.

Pabst gave Wisconsin Brewing Company permission to brew Schlitz one last time. If you want to get your hands on some, they are taking pre-orders on their site and in their taproom beginning today.

Or, if you want to join fellow mourners, both they and Milwaukee Brat House are hosting events for the beer later this month. Wisconsin Brewing Company’s sendoff will be at their Lake Louie location on June 27th. The Brat House is having its at their Shorewood location on May 29th and their downtown location on May 30th.

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Despite these Irish wakes for Schlitz, it is still sad to say goodbye. Perhaps we can take a lesson from it, though.

When Warren Zevon made his final appearance on The Late Show with David Letterman, the musician was nearing the final chapter in his battle with terminal cancer. When asked if his illness had given him any new perspective on life, he quipped, “You’re reminded to enjoy every sandwich.”

In a similar vein, maybe the loss of this Wisconsin cultural icon can serve as a reminder to slow down and appreciate everything positive in our lives, because nothing lasts forever. So appreciate that beer, revel in that time with friends, savor that win, laugh, or beautiful sunny day.  And, of course, enjoy every sandwich.

Farewell, Schlitz.