Schlitz Beer has been discontinued after over a century of brewing, Wisconsin Brewing Company announced May 14, according to Milwaukee Magazine.
Schlitz Beer was discontinued by its parent company, Pabst Brewing Company, according to Milwaukee Magazine. Zac Nadile, head of brand strategy at Pabst, said continued increasing costs prompted the decision.
“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,” Nadile said in a statement to Milwaukee Magazine. “Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future. We continually look for opportunities to bring back beloved brands, and customer feedback is important in shaping those discussions,” he continued.
Wisconsin Brewing Company will brew its last batch of Schlitz the weekend of May 23 at its brewery in Verona, according to Milwaukee Magazine. Brewmaster Kirby Nelson will brew the last batch of the beer with the company’s 1948 specifications, the Milwaukee Journal Sentinel reported. Nelson will also deliver a talk about the beer brand at 1:00 p.m. Nelson said the beer brand deserves to be sent off with “dignity and respect.”
“This is back to Schlitz’s glory days,” Nelson said, according to the Milwaukee Journal Sentinel. He described the brew as “Wisconsin Brewing Company’s love letter to our state.” (RELATED: Anheuser-Busch Injects $600 Investment In US Production)
Along with Pabst, Miller, and Blatz, Schlitz was one of the U.S’s 10 largest brewers as late as 1950, the Milwaukee Journal Sentinel reported in 2023. Schlitz was founded as a tavern brewery in 1849 by August Krug, according to Milwaukee Magazine. When Krug died in 1856, the company bookkeeper Joseph Schlitz took over operations, married Krug’s widow, and gave the brand its eponymous name. Pabst purchased the brand in 1999 and relaunched it in 2008 with a supposed 1960s-era formula.
In addition to the event taking place at the brewery in Verona, Nelson will hold a goodbye celebration for Schlitz Beer on June 27 at Wisconsin Brewing Company’s Lake Louie location, according to WISN.