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We had a problem in New Jersey for quite a long while. Because they would not let women drink beer on the beach. That's because they could get sand in their schlitz😂😂😂😂😂

Schlitz beer. The most forgettable beer in the US. I never could find mine, instead of puttin it down, I would hide it.

Is no one going to mention, had they adopted German beer purity laws, none of this would have ever happened. I am not a fan of government telling industry what to do and what not to do; but if the manufacturer's all agreed to purity "rules", our beer would taste a lot better. And all would be competing on a level playing field.

Schlitz, as it was when it was managed responsibly ad when its brewery in Milwaukee was the world's largest, was a damn fine beer and especially in regards to its US competitors. Almost every bar or tavern in the US had a neon Schlitz sign in its window in the 40's-early 70's. And by far, it was always one of the beers that was asked for. Like so many other great brands, greed and stupidity doomed it.

Something similar happened to Rolling Rock. It was a great beer, but a larger company bought it and started brewing it somewhere else. It just didn't taste the same. I kept thinking maybe I just got a bad batch or something, until someone told me about the change. Then it made sense.

I grew up in Beloit, Wisconsin an hour from Milwaukee… We called this shitsbeer in college in the 80’s…

This was a very popular beer in the 70's, then it shot itself in the foot, first by changing its recipe, many people drank it and then suddenly no one was drinking it. Sad, wonder how much money they thought they would save. The advertising was a nail in the coffin, but by then many had stopped buying it.

Fascinating story. Well done! Thanks.

Schlitz = Schitz

When the Union strike occurred, the family decided they had enough money and just shut the factory. I took care of one of the Uihlein family.

I remember those commercials. I didn't like them. Amazing how a few mistake, or even one, can doom a company.

good content dude, much obliged. I grew up in Baltimore, beer and brewers were a big deal. "If youre out of Schlitz, youre outta beer!!!!!!!!!" (but, on the other hand, "Mable, Black Label!!!!" And in Baltimore, "National Bohemian" was best in "Land of Pleasant Living"! But "Miller High Life", was the "Champagne of Bottled Beer" I think those Schlitz guys got jobs at Boeing

Back in the 90s I hated it, I only bought it when there was none other at the store or I was broke, me and my buddies always used to say Schlitz will give you the sh*ts.

You only go around once in life…

You left out the entire Frank Sellinger era, when it really was the best beer in America. You don't know Schlitz!

Schlitz seems stupid enough that they would have tried some DEI initiative with gusto.

They still serve Schlitz at a place I go to in Island Park, RI

We used to say “put that beer back in the horse”.

I was alive and old enough to drink beer in the seventies and it's true. Schlitz cut their own throats by doing god knows what to save money, resulting in a beer that tasted like perfume! It was decades before I ever drank a Schlitz again. Their cut rate Old Milwaukee brand was also a horror show to the tongue. They both have recovered nicely after being revived by PBR.

Schlitz was my dad's favorite beer back when cans would rust in the fridge before you could finish a six-pack. Then, they moved out of Tampa amd he switched to bootlegged Coors. He didn't have great taste in beer.

Same thing happened to Pabst in late 70s or early 80s...flavor changed somewhere in there.

Excellent content

17:00 FYI “stroh’s” is pronounced stroze - the o is long. Interesting article

Love it. Been drinking it for 12 years.

i can't watch with these cheap production values.

Schlitz malt liquor was first intoxication event as a under age youth. Remember it fondly.

Sounds like what’s happening at most fast food companies today.

I remember this. My dad loved Schlitz. He got so pissed when they changed the formula. I never saw him so mad yelling at the liquor store guy. Looking back, something must have been bothering him.

Schlitz and Blatz were too sweet. Now Pabst is what beer is supposed to taste like

Favorite ad from the "Drink Schlitz or we'll kill you" campaign was one where they threaten to take Schlitz away from a bunch of football players. One of them says, "We're gonna send you out for a pass, and you're gonna come back -- incomplete." Most of us found these hilarious. But the true bad taste was in the beer, not the ads.

You would think Coca-Cola would take a hint from Schlitz mistake and NOT change their formula like Schlitz did.

I was a kid when Schlitz and Miller were the big brands in Chicagoland.

Tough Schlitz

My first beer. The beer that made Milt Famey walk us.

Better a Warm Schlitz than a Cold Busch

Huh? Funny because PBR found a new audience. I thought Schlitz was like OE fortys… I didn’t know it was serious beer…

In canada we call it Shits

Mispronouncing virtually all of the beer company names in, yes, a beer video is fn lazy.

Thank You! Your research is helpful and accurate. Immensely valuable for my Family. I wish when things were going right, all could have stayed on track. Humans are so annoying they think outdoing others or keeping up is worth it. The process should be the process. So much had gone right.

Shlitz (Pabst) brought back the retro 60's recipe about 10 years ago and it was pretty good, too bad it didn't last in the market.

when Robert Uihlein died the sons did not want to run the business.. they began selling it off. the rest of a wealthy family had other interests.

You have to do Hostess Fruit pies next.

Great story. Thanks. I so remember those commercials from the 60's when I was a little kid.

There’s no “F” in “three”.

I had some schlitz about 5 years or so ago. They brought it back, original recipe. Tasted very good. Tall boys.

There’s the saying get woke go broke that Bud light found out about the hard way, but also this notion of corporate greed is definitely a thing. Consumers are not as dumb as some of these fat cats think; we notice when there is a drop in quality or taste. So keep cutting corners with your corporate greed mindset and see what happens. In other words “f-ck around and find out”. Are you listening Breyer’s?

They became a joke! Did you hear about the sorority that had a beer blast on the beach? They got sand in their Schlitz!

I stumbled across Schlitz in 2016 on a camping trip. It was amazing and not the Schlitz I remembered from the past. I believe they went back to the original formula. It was dark, rich and reminded me of a Sam Adams. And then it was gone! I was shocked to find that it was no longer in production not long after. Damned shame.

We use called it shits beer because if you drank it that’s what you got. :)

When you're out of Schlitz... you're out of beer.