Schlitz Returns

Beer lovers rejoice. The holy beer nectar or Schlitz is back (thanks for the news MSNBC)!

Apparently Schlitz' formula had been changed numerous times which resulted in the grossness that everyone associates with the beer. I think though, that a lot of people associate some "funness" with it from their college days...I could name of ton of people I know that do...probably because it was ridiculously cheap. Apparently this stuff is selling out in Milwaukee and stores are creating waiting lists! And by the way, what a ridiculous ad that is (posted above)!

Schlitz is a badge. Wear it proudly. Next time you're at the bar do what Farva would do and order "six Schlitz'."

And now, once again courtesy of MSNBC, I present to you, a brief history of Schlitz:

1849: German immigrant August Krug opens a small restaurant and tavern in Milwaukee, begins to brew beer and turns it into a brewery.

1850: Joseph A. Schlitz, 20, immigrates from Germany and works for Krug as a bookkeeper.

1856: Krug dies, leaving no offspring, and Schlitz takes over management of the brewery.

1858: Schlitz marries Krug's widow, Ann Marie.

1861: The brewery is renamed the Joseph Schlitz Brewery. Schlitz runs it with Krug's four nephews, the Uihlein brothers.

1871: The Great Chicago Fire destroys many of that city's breweries, giving Schlitz an opening to expand his business.

1875: Schlitz travels to Germany and is presumed dead when his ship sinks in a storm. Since he had no children with Krug's widow, the Uihlein brothers take over the brewery.

1893: The company introduces the slogan "The Beer That Made Milwaukee Famous."

1902: Schlitz surpasses Pabst as the world's best-selling beer after selling 1 million barrels that year.

1912: Schlitz bottles its beer in brown bottles, marking the first time a brewer does so. The dark color prevents light from spoiling the beer.

1920: Prohibition begins. The brewery makes soda, malt syrup and candy. It survives because the Uihlein brothers have extensive real estate holdings.

1934: Prohibition ends, Schlitz resumes production and retakes No. 1 sales spot.

1953: Strike by Milwaukee brewery workers hurts brewers like Pabst, Blatz and Schlitz, which lose market share to rivals such as Anheuser-Busch Cos. Inc. of St. Louis.

1954: Schlitz briefly rebounds to again be the world's best-selling beer.

1955: Anheuser-Busch takes over the top spot, which it still holds.

1975: Immediate family management of Schlitz ends and distant relatives and outsiders take over the operation.

Mid-to-late 1970s: Schlitz still sells well, so the new owners try to make more by shortening the fermenting process. But the beer has no foam and is flat, so managers add a seaweed extract. But that turns solid after sitting in bottles for a few months. Schlitz sales fall and the old formula is gone.

1981: Production of Schlitz ends in Milwaukee when workers strike.

1982: Detroit's Stroh Brewery Co. acquires Schlitz and sells off many of Schlitz's plants to pay for the acquisition. It focuses on promoting Schlitz' secondary brand, Old Milwaukee.

1999: Pabst Brewing Co. buys Schlitz from Stroh.

2008: Schlitz reintroduces the classic formula.

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