That Which Was Old Is New Again

“The beer that made Milwaukee famous” is making a comeback.

Schlitz was the top-selling beer for much of the first half of the 20th century. But recipe changes and a series of snafus made the beer -- in many a drinkers' opinion -- undrinkable, turning what was once the world's most popular brew into little more than a joke.

Schlitz' owner, Pabst Brewing Co., is recreating the old formula, using notes and interviews with old brew masters to concoct the pilsner again. The maker of another nostalgic favorite, Pabst Blue Ribbon, it hopes baby boomers will reach for the drink of their youth, otherwise known as "The Beer That Made Milwaukee Famous." They also want to create a following among younger drinkers who want to know what grandma and grandpa drank.

I remember Schlitz and the ads that touted the brew that many considered one of the best beers ever made in America. It was also one of the few beers I could tolerate in small amounts (I am not a drinker, for reasons I won't elaborate upon in this venue).

I'm glad to see it return. At the moment it is only for sale in Milwaukee, Chicago, Minneapolis, and western Florida, but Pabst Brewing is working to expand the market once some of their other breweries can start making it.

What is old is new again. It's about damn time!

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