Schlitz Beer Brewed for Last Time After 177-Year Run

Schlitz, the iconic American lager once known as “the beer that made Milwaukee famous,” has been brewed for the last time, ending a 177-year run that saw the brand rise from a small Milwaukee tavern to the largest brewery in the United States. Pabst Brewing Company, which owns the Schlitz brand, quietly ceased production months ago, according to USA Today.

A Final Send-Off

Wisconsin Brewing Company, with permission from Pabst, will brew one final 80-barrel batch on May 23, 2026, using Schlitz’s original 1948 specifications — widely considered the brand’s golden era. Brewmaster Kirby Nelson, a 48-year industry veteran, is leading the effort.

“Since Schlitz is ‘The Beer that Made Milwaukee Famous,’ I decided to brew a beer that would be representative of the time Schlitz was on top of the brewing world,” Nelson told OnMilwaukee. “This brew will represent The Golden Age of Schlitz.”

Nelson described the final batch as “Wisconsin Brewing Company’s love letter to our state,” as reported by the Milwaukee Journal Sentinel. “If the beer’s got to disappear, let it go out with respect and dignity,” he added in an interview with CBS 58.

Pre-orders for the final batch open May 23 on Wisconsin Brewing Co.’s website. The beer will be available for pickup on June 27, with a release party at the Verona brewery. Nelson also plans to serve the final Schlitz at Old World Wisconsin’s 50th anniversary celebration on July 4.

From Tavern to Empire

Schlitz began in 1849 when German immigrant August Krug opened a tavern brewery in Milwaukee. After Krug’s death in 1856, his bookkeeper, Joseph Schlitz, took over and renamed the company. The brand’s big break came in 1871 when the Great Chicago Fire destroyed many Chicago breweries, creating a massive demand for Milwaukee beer. Schlitz seized the opportunity, expanding into Chicago and adopting the slogan that would define it for generations.

By 1902, Schlitz had surpassed Pabst as the largest brewer in the United States, producing roughly one million barrels annually. It held this title until Anheuser-Busch overtook it in 1957. Schlitz also pioneered the use of brown glass beer bottles around 1912, which became an industry standard for protecting beer from light damage.

The Fall from Grace

Schlitz’s decline is widely regarded as one of the most catastrophic brand management failures in American business history. In 1976, the company attempted to cut costs by changing its recipe and adding a stabilizing agent. The change caused the beer to turn hazy, alienating loyal customers and destroying consumer trust.

In 1981, Schlitz announced the closure of its flagship Milwaukee brewery. More than 700 workers went on strike, but the brewery shut down for good in July of that year. The brand was sold to Stroh Brewery Co. in 1982 and later acquired by Pabst in 1999. A revival attempt in 2008 using the original formula generated nostalgia but failed to restore the brand’s former prominence.

A Cultural Landmark Lost

For Milwaukee, the loss of Schlitz is deeply symbolic. Sean McCarthy, co-owner of Wolski’s Tavern — a historic Schlitz tied house that has served the beer for over 100 years — told TMJ4 that losing Schlitz is comparable to losing Harley-Davidson, Kohl’s, or Milwaukee Tool. “Without having the breweries, Milwaukee wouldn’t be a big city,” McCarthy said.

Jim Haertel, chief steward of Best Place at the Historic Pabst Brewery, recalled the brand’s heyday. “Pabst and Schlitz started sending beer to Chicago, and the Chicagoans said, ‘it’s the beer that made Milwaukee famous,’” he told CBS 58. “They were taking beer all over the nation. They were known as the national shippers.”

What’s Next

Pabst’s decision to discontinue Schlitz reflects broader consolidation in the American beer industry. The rise of craft breweries has fragmented the lager market, making it harder for legacy mass-market brands to maintain the production volumes needed for profitability. In March 2026, Pabst cut several other brands and package formats.

However, Zac Nadile, head of brand strategy at Pabst, told VinePair that the company “continually looks for opportunities to bring back beloved brands, and customer feedback is important in shaping those discussions.” No parties have yet expressed interest in purchasing the brand.

For now, the final batch brewed by Kirby Nelson serves as both a farewell and a proof-of-concept for what a smaller-scale, craft-oriented Schlitz could look like. As Milwaukee resident Paul Vento put it: “There’s nothing we can do about it preventing it from going away, but it’s like a funeral — we might as well give it a proper send-off.”