A Milwaukee Icon Reaches Its End
Schlitz beer, one of Milwaukee’s most historic brands and once the largest brewer in America, is being retired after 177 years. Pabst Brewing Company, which owns the brand, has stopped production after declining demand made continued brewing unsustainable.
Founded in Milwaukee in 1849, Schlitz Brewing Company became deeply tied to the city’s identity. For generations, the beer represented not only a local product, but also a piece of Milwaukee brewing history.
A Brand With Deep Local Roots
Schlitz holds a legendary place in the region’s beer culture. The brand became especially known after the Great Chicago Fire, when it reportedly helped supply Chicago residents at a time when clean drinking water was scarce.
That history helped turn Schlitz into more than just another beer. It became a symbol of Milwaukee’s brewing legacy, commonly found in local bars, restaurants and neighborhood spots where customers valued its nostalgia as much as its taste.
Nostalgia Kept The Beer Alive
At Milwaukee Brat House, Schlitz remained a recognizable name on tap, especially among visitors surprised that the beer was still being made. General manager Joseph Conforti described its appeal as rooted in nostalgia.
The beer performed especially well when Milwaukee hosted the Republican National Convention, becoming one of the top-selling products at the restaurant. But the remaining supply is now running out, ending a long-standing connection between the brand and local hospitality businesses.
Production Volumes Fell Too Low
Pabst Brewing Company had been using a Busch plant in Texas to brew Schlitz. According to Wisconsin Brewing Company brewmaster Kirby Nelson, the brand’s volume had fallen below the production minimums required by Budweiser.
That decline forced Pabst to retire the beer. The decision reflects a broader reality in the beverage market, where legacy brands with strong history can still struggle if sales volumes no longer justify large-scale production.
One Final Batch For A Proper Goodbye
Wisconsin Brewing Company received permission from Pabst to brew Schlitz one last time. Nelson said the goal was to give the brand a proper sendoff, with dignity and respect for what it meant to Milwaukee and American brewing history.
The final batch will be brewed on May 23, with pre-orders available online and in person at the tap room. Wisconsin Brewing Company will also host a farewell celebration at its Lake Louie location on June 27.
Farewell Events Mark The End
Milwaukee Brat House is also planning goodbye events using the last of its supply. Its “Last Schlitz on Earth” party will take place at the Shorewood location on May 29 and at the downtown location on May 30.
For Milwaukee, the retirement of Schlitz marks the end of a 177-year chapter in local brewing culture. While the brand may disappear from taps and shelves, its history remains tied to the city’s identity, its taverns and the legacy of American beer.
