Recently, I was talking with a distributor during our weekly visit. He was paging through his book of craft beer listing, when I noticed a small logo. It was the Schlitz logo. Yes, I'm referring to the beer-- "Shlitz will give you the shitz." Or more formally known as "The beer that made Milwaukee Famous." I immediately stopped the page turning and inquired about the beer and it's packaging. When I'm out with my friends and we see the Shlitz "Tall Boys" we get giddy. We disregard our quest to try the newest, hippest craft beer—losing all sense of sophistication and swallow down the "Tall Boys."
Joesph Schlitz Brewing Company was once the world's largest producer of beer. Joseph Schlitz took over the brewery of his boss, August Klug, when he died in the mid 1800’s. Schlitz exploded on the beer scene amidst the Great Chicago Fire in 1871. After most of Chicago’s brewers were captured by the tragedy, Schlitz donated thousands of barrels of beer, establishing a large presence.
Until the 1970’s Schlitz was one of the leading brewers in country, until they started using other, more efficient brewing techniques. The response from consumes took Schlitz off the map in the beer world. The quality deteriorated and so did the demand. After being bought out by Pabst, they recently returned the beer to its original formula. Since, the reintroduction, using the old cans and style, the beer has been able to capture old drinkers and attract new ones as well.
Discovering that we were able to get the ”Tall Boys” at Holidays was fantastic, throwing one back was sensational. If you haven’t had the re-invented Shlitz, try it. If you were a fan and didn’t like the beer when the formula was changed, try the retro Schlitz, you won’t be disappointed.
