Schlitz Beer: America's Legendary Beer Will Cease Production After 177 Years

Liputan6.com, Jakarta - After 177 years of serving its fans, the legendary American beer brand, Schlitz, will officially cease production in the United States.

The decision was announced by the brand's owner, Pabst Brewing Company, on May 15, 2026, marking the end of an era for the beer once dubbed "the beer that made Milwaukee famous."

The final batch of Schlitz will be produced by Wisconsin Brewing Co. on May 23, 2026, at their facility in Verona, Wisconsin.

This final production run is scheduled for a limited release on June 27, 2026, accompanied by a special celebratory event at the Verona plant.

Fans will have the opportunity to pre-order this final batch starting May 23, 2026, through the Wisconsin Brewing Co. website.

Schlitz beer, a Milwaukee icon and once the largest brewer in America, is being retired after 177 years, as Pabst Brewing Company has ceased production. https://t.co/59kJuAi4mh pic.twitter.com/SzCa1J5HMj

— ABC 7 Chicago (@ABC7Chicago) May 19, 2026

Pabst Brewing Company explained that the decision to discontinue Schlitz Premium was based on increasing storage and shipping costs for certain products.

This economic factor is a key consideration in the company's business strategy amidst dynamic market conditions.

Rising operating costs significantly impact the continued production of certain brands.

Zac Nadile, Head of Brand Strategy at Pabst, stated that the company had to make difficult choices.

Suspending Schlitz Premium was an inevitable step to maintain overall business efficiency and sustainability.

However, Pabst has not ruled out reviving the brand in the future.

Schlitz was founded in Milwaukee, Wisconsin, in 1849 by August Krug as a tavern brewery.

The brand gained widespread recognition after Joseph Schlitz took over the company in 1858, after marrying Krug's widow.

Under his leadership, the company grew rapidly and became one of the largest beer brands in the world at the time.

In the early 20th century, Schlitz reached its peak, becoming not only the largest brewery in the US, but also the largest in the world.

Schlitz became the largest beer producer in the US in 1902 and maintained that status several times during the first half of the 20th century, competing closely with Anheuser-Busch.

Its popularity continued to soar through the 1950s and 1960s, making it the most popular beer in America.

However, a recipe change in the 1970s to cut costs and speed up production backfired.

The Schlitz brewery in Milwaukee finally closed in 1981, and the brand was sold to Stroh Brewery Company in 1982, before being acquired by Pabst in 1999.

Pabst attempted to revive Schlitz in 2008 using the classic 1960s recipe.

To end the Schlitz era with honor, Wisconsin Brewing Co. Brewmaster Kirby Nelson plans to recreate a version inspired by the “glory days” of Schlitz.

Nelson, who has been brewing for over 40 years, is committed to giving this beer a dignified farewell.

The ingredients will include six-row malted barley, yellow corn, German Hallertau Mittelfruh hops, and Washington Cluster hops.

Nelson asserts that Schlitz deserves to end with “dignity and respect,” a sentiment its fans will surely appreciate.

Although production is discontinued, Pabst states that any brand or packaging configuration that is discontinued is still a valuable part of their history and could potentially return in the future.

Pabst's Zac Nadile added that they are constantly looking for opportunities to revive beloved brands.