Schlitz to end production after 177 years with final batch on May 23

Schlitz, once one of America's leading beer brands, will stop production after 177 years. The final batch is scheduled to roll out on May 23.

The Joseph Schlitz Brewing Co. was founded in 1849 and rose to national prominence in the 20th century. Its slogan was "the beer that made Milwaukee famous." Sales grew sharply after the Great Chicago Fire destroyed many Chicago breweries in 1871. After World War II and into the 1950s, Schlitz ranked among the world's most popular beers.

A cost-cutting change to the formula in the 1970s, later called "the Schlitz mistake," hurt the brand's reputation. Many drinkers said the new version tasted worse. Sales began a steady decline as Budweiser, Miller and Pabst gained ground.

Pabst bought Schlitz in 1999. The original brewery site in Milwaukee is now a mixed-use development called Schlitz Park.

Pabst said rising storage and shipping costs led to the decision to retire the brand. Wisconsin Brewing Company received permission to brew the last batch using the 1948 recipe. Pre-sales start on the brewery's website on May 23.

David Henkes, a senior principal at Technomic, said the move reflects wider trends. Consumers are drinking less beer both at home and away from home, and younger adults drink far less than people their age did 10 or 20 years ago. Beer sales volumes have fallen to a 37-year low. Growth in cocktails and nonalcoholic drinks has added pressure on the category.

Henkes noted that Schlitz never fully regained its reputation for quality after the 1970s changes. While some heritage brands have recovered, he said Schlitz has not regained enough relevance to compete on price and quality today.