“The Beer That Made Milwaukee Famous” Has Been Discontinued

There are certain things in life that you may not actually use anymore, but you still feel oddly comforted knowing they’re out there somewhere. Maybe it’s an old drive-in theater, a classic department store, or one of those long-running TV shows your parents always watched. For me, Schlitz Beer was one of those things.

I honestly can’t remember the last time I had a Schlitz. It’s probably been decades. But hearing that the legendary Milwaukee beer is officially being discontinued after over 170 years still hit me with a weird little punch of nostalgia. Suddenly, one more piece of old-school Midwest culture is disappearing for good.

Their one-time slogan of "When You're Out Of Schlitz, You're Out Of Beer" is about to come true.

For Generations, Schlitz Wasn't Just Another Beer, It Was THE Beer

“The Beer That Made Milwaukee Famous” became one of the most recognizable advertising slogans ever created in America, and at one point Schlitz was actually the largest brewery in the United States.

In the early 1900s and again through much of the 1950s, Schlitz battled Anheuser-Busch for the title of America’s top-selling beer brand.

The company itself dates all the way back to 1849, making this the end of a brewing tradition that survived the Civil War, Prohibition, two world wars, disco, and every questionable fashion trend humanity has ever invented.

Schlitz Has Some Pretty Cool Beer Trivia Attached To It, Too

The brewery was among the first to widely use brown glass bottles to help protect beer from sunlight damage, something that eventually became industry standard.

Schlitz also grew massively after the Great Chicago Fire of 1871 destroyed many Chicago breweries, creating huge demand for Milwaukee beer.

But then, like many old legacy brands, Schlitz struggled to compete in a changing beer market. Pabst Brewing Company has confirmed it’s ending production after declining demand and rising shipping and storage costs.

There is one bit of good news.

Wisconsin Brewing Company plans to give Schlitz one final sendoff by brewing a limited farewell batch using a 1948 recipe. That honestly feels appropriate. If an American classic is going away, at least let it leave with one last toast. I might even drink one.

Here are a couple of their ads from "back in the day."