The beer industry has seen its fair share of legendary advertising campaigns, but not all have succeeded in enhancing brand image. One infamous campaign from Schlitz Brewing Company in 1977 took a controversial approach, humorously termed the "Drink Schlitz or I’ll Kill You" campaign. This campaign featured stereotypical masculine characters, including a boxer and an outdoorsman, who appeared ready to lay down threats against anyone who dared to jeopardize their Schlitz beer.

Developed by the advertising agency Leo Burnett & Co., this ad was intended to utilize shock value to reboost sales, which had been declining for the company. Unfortunately, the campaign did not land as intended; instead of attracting customers, it became a point of ridicule and discomfort among viewers, leading to a swift pullback after just ten weeks due to overwhelming negative feedback.

Contrary to the belief that "there’s no such thing as bad press," the outrage from this campaign further alienated consumers. This was one among many factors that contributed to Schlitz’s downfall. During the 1960s and 70s, management changes included cutting costs by altering the brewing process, which compromised the quality dramatically. They replaced traditional ingredients like malted barley with cheaper corn syrup and expedited brewing times, resulting in a subpar product.

In 1981, after a four-month strike at their Milwaukee plant, the company closed its doors permanently. Following its acquisition by Stroh Brewery in 1982, Schlitz continued to struggle, with Stroh collapsing in 1999 and later assets sold to Pabst Brewing Company, which still owns the brand today. Although Pabst attempted to revive Schlitz by reverting to its original recipe, the brand has never regained its former market dominance.

For more details on the downfall of iconic beer brands and industry changes, check out this article on Schlitz.

It’s the end of an era for Schlitz beer, a cultural icon in Milwaukee, as Pabst Brewing Co. announces the cessation of its production. Pabst, which acquired Schlitz in 1999, is set to conclude brewing the famous beer, leaving fans with limited opportunities to enjoy it one last time.

Kirby Nelson of Wisconsin Brewing Co. received permission from Pabst to produce a final brew using historical brewhouse records that emulate the original Schlitz formula from the 1950s. The following events are scheduled for those eager to participate in the farewell of this beloved brand:

• On May 23, Wisconsin Brewing Co. will brew the final 80-barrel batch of Schlitz in Verona, with a talk by Nelson at 1 p.m. at 1079 American Way, Verona.
• Pre-orders for the last batch will be available on Wisconsin Brewing Co.’s website starting May 23, with deliveries commencing on June 27.
• A "tasting extravaganza" for this final brew is scheduled at Wisconsin Brewing Co. on June 27.
• On July 4, the batch will be featured at Old World Wisconsin’s 50th anniversary celebration in Eagle.
• "Last Schlitz on Earth" parties will occur at Milwaukee Brat House locations in downtown Milwaukee and Shorewood on May 30 and 31, where the last keg served will grant the customer a custom jacket stating: “I Got Schlitzfaced One Last Time at Milwaukee Brat House” at 1013 North Dr. Martin Luther King Jr. Drive and 4022 North Oakland Avenue.
• Enthusiasts willing to travel to South Dakota can visit Madame Peacock’s Beer & Bling, a leading Schlitz retailer with 170 cases available at 638 Main St, Deadwood.

For those hosting farewell events for Schlitz, please reach out to add to the list at jsmetro@jrn.com.

If you thought Bud Light maintained its status as America’s most popular beer, you would have been mistaken. The beer held this title for over two decades, but recent reports show a significant shift in consumer preference. As of late 2025, Michelob Ultra has emerged as the new favorite, particularly among health-conscious drinkers and sports fans.

This transition reflects Michelob Ultra’s successful marketing strategy, which has resonated particularly well since the end of 2024, allowing it to surpass Bud Light in bars and restaurants. According to Anheuser-Busch’s Chief Commercial Officer Kyle Norrington, the brand has experienced a remarkable 15% growth in market share from 2020 to 2025, making it a key player in the industry.

While Michelob Ultra excels in volume sales, it’s worth noting that Modelo Especial has taken the lead in dollar sales as of June 2023, dethroning Bud Light in this critical metric. Introduced to the U.S. market in the 1990s, Modelo’s rise in popularity has coincided with a decline in Bud Light’s sales, leading to conversations among beer enthusiasts about their evolving preferences.

Mixed sentiments around these popular brands have been shared among beer drinkers. Some consumers remain loyal to Bud Light for nostalgia, while others express distaste for Michelob Ultra’s taste, suggesting that in their view, Bud Light might be a superior choice. The debate continues, with users on platforms like Reddit weighing in: some assert that their beer choice varies according to the setting, like choosing Budweiser for barbeques and Modelo for hot days.

As the landscape of beer preferences continues to evolve, the discussion surrounding these popular brands illustrates a change in consumer attitudes toward flavor, marketing, and lifestyle choices in the beer industry. For those interested in exploring different beers, the ever-changing dynamics of consumer preferences provide a fascinating backdrop.

Pabst Brewing Co. has announced the discontinuation of Schlitz Beer, a beloved brand often referred to as "the beer that made Milwaukee famous." This decision was confirmed not directly by Pabst but through a press release from Wisconsin Brewing Co., which will produce a final batch of the beer using a recipe from 1948. This special brew, dubbed "The Last Schlitz," is set for release on June 27. After this, any available stock will be in the hands of retailers and resellers.

According to brewmaster Kirby Nelson, "This brew will represent The Golden Age of Schlitz," showcasing the vintage charm that the beer holds in the hearts of its fans. Schlitz Beer traces its origins back to 1849 when German immigrant August Krug first created the beverage. Following Krug’s passing, bookkeeper Joseph Schlitz took over, changing the beer’s name and ultimately marrying Krug’s widow.

Throughout its 177-year history, the brand has seen its share of successes and failures. At one time, it was the largest brewery in the U.S., but struggled after modifying its recipe in the 1970s, leading to dwindling sales and its acquisition by Stroh Brewery. Pabst purchased Schlitz in 1999 and attempted to revive interest by reinstating its original recipe.

Despite its ups and downs, Schlitz has maintained a loyal following, particularly in the Midwest. The #SaveOurSchlitz campaign has gained traction on social media, and a petition is circulating to preserve the brand’s legacy as a classic American beer.

The continuous changes within the Pabst Brewing Co. came into sharper focus last December when approximately 60 to 70 employees were let go from their San Antonio headquarters as part of a strategy to consolidate sales territories for improved efficiency.

For those who want to support the brewing tradition, you can add your voice to the effort to keep Schlitz alive by signing the petition.