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One of America’s oldest beer brands discontinued after 177 years in US
« on: Today at 08:45:17 am »
Published May 19, 2026 6:37pm EDT

One of America’s oldest beer brands discontinued after 177 years in US

Schlitz Premium is heading into retirement after nearly two centuries, confirming the iconic brand is being put 'on hiatus'

   By Brittany Miller FOXBusiness

One of America’s once-dominant beer brands is being discontinued after more than 175 years.

Schlitz Premium, a beer brand that traces its roots to Milwaukee in the 1840s and was once among the largest breweries in the country, is being put "on hiatus," parent company Pabst Brewing Co. confirmed Friday after Wisconsin Brewing Company announced it would brew the brand’s final batch later this month.

"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," Zac Nadile, Pabst head of brand strategy, 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."

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https://www.foxbusiness.com/lifestyle/one-americas-oldest-beer-brands-discontinued-after-177-years-us
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Re: One of America’s oldest beer brands discontinued after 177 years in US
« Reply #1 on: Today at 09:33:48 am »
The brand had a strong base of drinkers in the Midwest during its heyday.  I think it actually out sold Budweiser.
But they messed it up big time in the 70's.  I don't remember all the details but I think a fateful decision was made to cheap out and buy cheaper/inferior grains to brew with.  It changed the taste so dramatically for the worse  that even the most rabid fans stopped buying it. 

In later years they went back to the old recipe, but by then the company was sold off and it was too late.  Even now if you could find schlitz in a store it was just a novelty item.  Kinda like Beachnut and Clove chewing gum.   
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