Schlitz Brewed Again in Milwaukee

GO FOR THE GUSTO!

The beer that made Milwaukee famous is being brewed in Milwaukee again.

From the Milwaukee Journal Sentinel:

Once again, Schlitz is being brewed and bottled in Milwaukee - at the MillerCoors brewery.

That's the word today from Pabst Brewing Co., which owns the Schlitz brand but contracts with MillerCoors to brew it.

Pabst last year revived the old formula for Schlitz, which Jos. Schlitz Brewing Co. changed in the 1970s - a factor that led to that company's demise in 1982. Pabst dubbed it "Classic 1960s formula," and made it available in bottles. That marked the first time Schlitz was sold in bottles in several years.

...Pabst still contracts to brew the canned stuff at other facilities. But the bottled Schlitz sales in the second half of 2008 helped Pabst mark its best sales trend since 1999, according to trade publication Beer Marketer's Insights.

The "classic" Schlitz had been brewed and bottled at the MillerCoors facility in Eden, N.C. But production this month shifted to Milwaukee, where special equipment to provide the beer's hops was installed last fall, according to Pabst spokesman Mark Treichel.

Check out the vintage ads.

When you're out of Schlitz, you're out of beer!