A lot of people turn to beer to drown sorrows, but what to do when what you're sad about is the end of your favorite beer? Fans of Schlitz are about to find out.
Schlitz's owner, Pabst Brewing Co., announced it'll brew a final 80-barrel batch on May 23 at its Verona brewery.
Zac Nadile, Pabst's head of brand strategy, told USA TODAY: "Unfortunately, we have seen continued increases in our costs to store and ship certain products and have had to make the tough choice to place Schlitz Premium on hiatus. Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future. We continually look for opportunities to bring back beloved brands and customer feedback is important in shaping those discussions.”
If you're a fan of the Wisconsin brew, all is not lost. The last batch will be available on Wisconsin Brewing Co.'s website HERE.
The company was founded in 1849 in a Milwaukee tavern before later expanding, and at one point, QZ reported, it was the best-selling beer in the world. Sales began to decline in the 1970s, FOX Business reported, when the recipe was changed to cut costs.
Kirby Nelson with Wisconsin Brewing Co. said he wanted the brand to go out with "dignity and respect," according to the Journal Sentinel.
To that end, the company said the "farewell batch will use a composite recipe built from brewing logs dating to 1948."
