Saturday, 2 August 2008

Schlitz Poised to Make Comeback?

In the comments, Douglas asked how Schlitz came to fall from its heights in the 1950s and Maureen Ogle answered:
In the 1970s, the family decided it wanted heftier returns on its dividends and handed the company over to a trio of bean counters.

The bean counters slashed costs, and in the process, the beer went downhill. Fast.
Douglas sent in a story from his local Gainesville Sun indicating that the brand may be poised to make a PBR-style comeback:
After decades of dormancy, the beer is back.

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.”

"There’s still a lot of people who have very positive, residual memories about their experience. For many of them it was the first beer they drank and we wanted to give it back to those consumers.”
Apparently sales have picked up in Milwaukee recently, and market tests are underway elsewhere, but it remains to be seen whether Schlitz can capitalize on nostalgia the way PBR has.

UPDATE: Forbes now has a story up on Schlitz as well.


Admiral said...

Maybe it's just me, but I don't think anyone has had "positive" experiences with it who is young. I mean... to me it has a whole connotation of camp, and has had the connotation for at least 8 years.

I suppose that could be transformed into a "yesterday's camp is the new hip" but...

Speaking of which, word on the street is that 80s Nights are unique USA phenomena. Say it ain't so! ( Maybe it's because 80s US fashion is current fashion in some places around the world... )

Hunter said...

80s nights are pretty common over here too - not just U.S.!