The Beer That Made Milwaukee Famous™ is back in Milwaukee
Original formula
Schlitz is returning to its historic home town.
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"Schlitz finds its way back to Milwaukee
Classic 1960s formula to return with gusto to city next week
By TOM DAYKIN
tdaykin@journalsentinel.com
Posted: June 19, 2008
Dean Wonser was 9 when he tried his first Schlitz. It didn’t go down so well.
His Cub Scout troop was attending a Brewers game at County Stadium, and Wonser’s father said he could have a sip of beer (perfectly legal for a parent to do in Wisconsin, BTW - mgk). Wonser managed to swallow a few big gulps before Dad yanked his cup back. A few innings later, he was in the fetal position on the bleachers, trying not to vomit in front of his pals.
When Wonser turned 18, in 1980, he drank his first legal Schlitz, for years advertised as “The Beer That Made Milwaukee Famous.” But the stuff was watery and weak, leaving Wonser to wonder: “Gee, what was I waiting for all these years?”
Wonser learned that the formula for Schlitz had been changed, and not for the better. So Wonser tried other beers, and today favors Miller High Life Light. But he’s willing to give Schlitz another shot, now that it’s being sold again as the “Classic 1960s formula.”
“Absolutely, I will,” Wonser declared Thursday, after learning about next week’s return of Classic Schlitz to Milwaukee. He grew up in the Riverwest neighborhood, where there was seemingly a tavern on every corner, and “everyone drank Schlitz. That’s just the way it was.”
(see link for rest of article)
http://www.jsonline.com/story/index.aspx?id=764163
Schlitz was the #1 beer in the USA before the company changed its formula in the early 1970s. We shall see if it wins back Milwaukeeans.
In addition to Miller's huge brewery on Milwaukee's west side, Blatz, Pabst and Schlitz all had MASSIVE brewery complexes in the city's downtown area - all three of which are now gone.
Mike