News: So apparently Schlitz is returning and it is drumming up nostalgia…

of what I am not so sure. I have to be honest and say that I have never tried an original recipe Schlitz (my age of 30 prevents that from having ever happened) and I’m not really pschyed up to do so either. But with that said I will.

Maybe they are great but I some how doubt that. According to the Associated Press article Schlitz was the top-selling beer for much of the first half of the 20th century.

But recipe changes and a series of snafus made the beer — in many a drinkers’ opinion — undrinkable, turning what was once the world’s most popular brews into little more than a joke.

Schlitz’ owner, Pabst Brewing Co., is recreating the old formula, using notes and interviews with old brew masters to concoct the pilsner again. The maker of another nostalgic favorite, Pabst Blue Ribbon, it hopes baby boomers will reach for the drink of their youth, otherwise known as “The Beer That Made Milwaukee Famous.” They also want to create a following among younger drinkers who want to know what grandma and grandpa drank.

Seeing Pabst no longer owns its own brewery I am curious where they will ship this out to.

According to the article Schlitz grew in prominence when the competition was taken out by fire.

The brew became a top-seller, Jurgensen said, after the Great Chicago Fire of 1871 wiped out its competitors. It was the world’s best-selling beer from 1903 until Prohibition in 1920, and regained the crown in 1934 until the mid-1950s. That’s when a strike by Milwaukee brewery workers interrupted production and made way for others, like St. Louis’ Anheuser-Busch Cos. Inc., to eat into Schlitz’ market share. That company, which makes Budweiser and Bud Light, has held the top spot to this day.

We’ll see. It is always almost nice to see old become new again – except for anything from the 1980s.

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