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Summary Box: Schlitz makes nostalgic comeback - Forbes.com
Summary Box: Schlitz makes nostalgic comeback
By The Associated Press 08.01.08
THE BEER: Schlitz, known as "The Beer That Made Milwaukee Famous" was
once the world's best-selling brew. But after recipe changes and snafus
- like floaters in the beer - it fell from the top slot and the old
formula was gone by the 1970s.
THE HISTORY: August Krug opened a brewery in 1849 and his bookkeeper,
Joseph Schlitz, took over after his death. The pilsner they brewed
became known as Schlitz a few years later. The company was family-run
until the 1970s. It was sold to Stroh Brewery Co. in 1982, which sold
the brand to Pabst Brewing Co. in 1999.
THE RETURN: Pabst recreated the old formula using notes and interviews
with former brewmasters. The beer is now back in Milwaukee, reminding
customers of the days when the city was the U.S. beer capital. It is
selling well but is available in just a few cities.