The Beer that Made Milwaukee Famous is At It Again! Classic 1960’s Schlitz Returns.

Schlitz was once the best-selling beer in the United States and today, it has returned in all its glory. Pabst Brewing Company now owns the brand and they’ve re-launched the “Classic 1960’s Formula” based on the beer’s original recipe and brown glass packaging. Schlitz is credited with introducing the innovative brown bottle in 1912. Brown glass was used because it prevented light from spoiling beer before it was served.

Throwback Schlitz Bottle Design

Schlitz’s senior brand manager, Kyle Wortham reports that Pabst Brewmaster, Bob Newman (2006 and 2007 Brewmaster of the Year at the Great American Beer Festival) tracked down and interviewed retired Schlitz brewhouse employees to recreate the classic taste. The company is also embarking on an advertising campaign to take customers back. The packaging, print and outdoor ads include imagery from the era and they all suggest that the drinker return to a time when values really mattered: “the cars were cooler, the athletes didn’t cheat, and the beer was better.” You can see more of the campaign at the new Schlitz website.

I was born in 1984, so I can’t quite speak to the quality of the actual 1960’s Schlitz beer but I will definitely let you know what I think of the throwback version once I try some. If you’ve had it, please let me know what you think. At $5.99 a six-pack, it’s worth a shot. Besides, everyone loves a good throwback.



  • Dan Alcott August 1, 2011 @ 6:47pm

    The new Schlitz is actually pretty good!

  • B.A. MacLean April 14, 2012 @ 1:17pm

    I am 60 years old,and 40 years ago Schlitz was my beer of choice, for domestic(yes,we drank imported beer in the last century,too!),and I am happy to say that since it’s reintroduction in my part of the world(south Louisiana),it is again.
    The aroma, as I poured my first bottle of Schlitz into a glass,was enough to send a flood of old memories rushing back to me.
    It’s hard to find down here,but worth the trouble

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