Beer-articles 973

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The Great American Beer Festival (GABF) is set to undergo significant changes for its 2026 iteration, with tickets going on sale to the public on June 25. This year marks a historic shift for the fest, moving from its longtime venue at the Colorado Convention Center to the more outdoor-oriented Levitt Pavilion in southwest Denver’s Ruby Hill neighborhood.

This venue transformation is just one of several changes aimed at reshaping the atmosphere of the festival. With the event scheduled for October 10-11, it promises to create a different experience than in years past. In addition to a new location, the 2026 GABF will feature a lower ticket price, reduced attendance numbers, and a daytime schedule, transitioning from its traditional evening format to a more music festival vibe.

Attendees will have to plan their transportation in advance, as fewer parking spaces will be available. Most festivalgoers are expected to utilize pre-booked shuttles, ride-sharing services, or public transport, with shuttle costs estimated around $20.

Levitt Pavilion’s executive director, Meghan McNamara, expressed excitement about the new format, noting the venue’s history of hosting cultural events and concerts. The pavilion offers a plethora of green space, allowing attendees to choose their level of involvement—whether sitting and relaxing under a tree or dancing to live music.

However, not all breweries are convinced of the venue change. Some have raised concerns about logistics, the weather, and how the alterations might affect attendance and engagement. Historically, GABF drew upwards of 60,000 people annually, but attendance numbers dipped after returning from a hiatus due to COVID-19, as a nationwide trend towards declining craft beer novelty set in.

The maximum capacity at Levitt Pavilion is 6,500 people per event; hence, GABF will have considerably fewer attendees than in previous years. Historically, hundreds of volunteers helped pour beers, but breweries are now expected to have staff on-site as volunteers will not be provided.

Tickets for the 2026 GABF will be priced at $60, with an additional fee, while the popular paired food-and-beer event returns at $170.38. Organizers hope the new venue and festival format will reinvigorate interest and attract attendees back to this beloved annual celebration of craft beer.

For more information about tickets and festival logistics, visit greatamericanbeerfestival.com.

During a recent concert soundcheck in Amsterdam for her "Locket Tour," pop star Madison Beer experienced a sweet moment when her boyfriend, Justin Herbert, the quarterback for the Los Angeles Chargers, called her. While interacting with fans, her phone rang, and she answered it live on stage, explaining she was busy but still managed to express her love before hanging up.

The concert took place at the Ziggo Dome on May 21, where Beer performed several hits, including "Baby," which features Herbert as her romantic lead in the song’s music video. Singing directly to him, she quipped, "I’m the best you ever had, Justin, I can turn you on."

Prior to the concert, the couple was seen enjoying a casual stroll in Paris, with Herbert having flown out to Europe, skipping some voluntary spring practices with his team to support Beer. Their relationship was publicly confirmed in October 2025 when they were spotted sharing a kiss during a game.

Following the Belgian leg of her tour, Beer will be performing in England before heading back to North America for additional shows.

Los Angeles Chargers quarterback Justin Herbert and singer-songwriter Madison Beer made their relationship public on October 5, 2025, after being spotted sharing a kiss on the sidelines post-game. Herbert, traditionally private about his personal life, has embraced this new chapter, often attending events with Beer.

Recently, during a soundcheck for Beer’s tour in Amsterdam, Herbert made an unexpected appearance by calling her on FaceTime, much to the delight of the audience. Beer, momentarily taken by surprise, explained she couldn’t talk as she was busy but assured him of her affection.

Their timeline has been eventful, with public outings following their debut, including appearances at a Los Angeles Lakers game and a Dodgers World Series game. Herbert expressed his admiration for Beer on social media for her birthday, calling her his "favorite person" and stating that she has changed his life.

As Herbert aims to lead the Chargers past the wild-card playoff round for the first time in his career, Beer continues her European tour, with a highly anticipated date in Los Angeles on June 24, which Herbert is expected to attend.

So far, 2026 has proven to be a promising year for beer enthusiasts, highlighted by several exceptional spring beer releases that span a wide range from light lagers to robust maibocks. Among these, Lawson’s Finest Liquids has introduced a new standout: the Hop Wired IPA.

This hazy IPA offers a remarkable balance, avoiding the overly juicy or tropical flavors that often dominate the style. Instead, it features a well-executed hoppy finish, exemplifying how an IPA should taste without resorting to excessive candied fruit notes. Available both in cans and on draft from the brewery’s Vermont locations, Hop Wired is being distributed in eleven states, making it accessible to a broader audience.

At 6.8% ABV, Hop Wired’s mouthfeel is just right. For the best experience, it’s recommended to pour it into a glass that allows ample aeration—preferably with a wide opening—to fully appreciate the interplay of fruit and hops in its aroma. In a market flooded with India Pale Ales, Hop Wired stands out as one of the finest offerings tasted recently.

Lawson’s Finest, which started as a nanobrewery in 2008, has quickly risen to prominence in the craft beer scene, becoming well-regarded for its variety of beers, particularly IPAs and unique maple stouts. While anticipation builds for the upcoming 3-Way IPA, Hop Wired is already a strong contender for beer of the year.

For more information, visit Lawson’s Finest.

In Burton-upon-Trent, Al Wall, head brewer at the oldest independent brewery in a town that once produced a quarter of British beer, reflects on the stark changes in the brewing industry over the years. While Burton was once home to over 30 breweries, it now counts just eight, a trend echoed nationwide as 320 breweries closed in the UK last year, leaving a net loss of 150, according to Companies House data.

The beer industry is currently witnessing an alarming decline, with estimates suggesting that two pubs are closing every day. The number of UK breweries dropped to 2,320 by April 2023, a significant reduction from the peak of 2,594 in 2022. Tim Webb from the Campaign for Real Ale (CAMRA) highlighted the struggles faced by smaller breweries, primarily due to the monopolization of market access by large brewery companies who often own the draught lines in pubs. Additionally, price undercutting by larger brands limits smaller breweries’ chances of selling in supermarkets.

Consumer habits have shifted dramatically since the beer boom of the late 2010s, when 317 breweries were incorporated in just one year. Currently, less than 2,000 breweries remain in England, the lowest count since 2018; 95 of these are facing administration or liquidation.

James Clarke from the Hook Norton Brewery notes that consumer patterns have transformed, leading to a decrease in overall beer consumption. In contrast, the brewery has seen a renaissance in traditional beer styles, despite brewing only half the volume it did 15 years ago. This shift is echoed in the marketplace, where heritage and craft beers are performing well, while the demand for standard lagers continues to decline.

To cope with the changing landscape, many breweries are diversifying their offerings. Hook Norton has adopted strategies like establishing a visitor center and a microbrewery within its facility. Similarly, the Society of Independent Brewers (Siba) encourages members to open taprooms to sell directly to consumers in order to survive.

However, the brewing industry faces immense financial pressures, with high taxation levels crippling many businesses. Siba has called for tax reductions on draught beer served in pubs, citing the vital role that local breweries play in their communities.

Despite the challenges, some regions, like London, have not experienced a net loss of breweries. In the West Midlands, the historical heart of beer brewing, there have been 12 more dissolutions than start-ups recently.

In Burton, Wall and Emma Cole from the Burton Bridge and Heritage Brewing Company aim to uphold the town’s brewing heritage. They hope their efforts will inspire optimism and signify that the brewing spirit in Burton will not fade away. However, the increasing operational costs pose a major threat, with breweries struggling to maintain pricing despite rising expenses.

Despite the decline in many areas, clusters of independent breweries continue to thrive. Sheffield and Bristol, for instance, boast vibrant scenes with multiple breweries within close proximity. The co-founder of Triple Point Brewery in Sheffield, George Brook, acknowledges the challenges but also emphasizes the strong community support for independent beer culture.

Governmental measures recently reviewed could improve the brewing landscape by addressing barriers to small breweries in accessing pubs. The launch of a £4.3 billion business rates support package indicates potential future support for these vital community establishments.

A former titan of the beer industry is quietly bidding adieu to its drinkers this week as Schlitz, once the world’s best-selling beer, is brewed for the last time. Pabst Brewing Company, which acquired Schlitz in 1999, announced that several of its more affordable brands, including Schlitz, would be placed “on hiatus” following reports of empty shelves circulating on social media.

Schlitz began in 1849, founded by August Krug in a Milwaukee tavern. It dominated the beer market throughout the 20th century and was instrumental in advancing the use of brown bottles to prevent light from skunking beer. However, the brand faced challenges, including labor unrest and ownership focused on cost-cutting measures that introduced a cheaper formula in the 1970s, leading to its decline.

My own introduction to Schlitz came in 2008, during my college years at the University of Wisconsin-Madison. Drawn by its retro label and the attractive price of under $3 for a six-pack, I was pleasantly surprised to discover that Schlitz was not just drinkable, but genuinely enjoyable. The malty aroma hit me as I opened the first bottle, and its flavor was markedly more complex than the typical cheap lagers I had consumed at the time.

As Pabst maps out potential strategies for reviving beloved brands based on customer feedback, Schlitz’s future seems increasingly uncertain. Instead of giving the 177-year-old beer its own farewell, Pabst has enlisted Wisconsin Brewing Co. to craft the “final Schlitz” on May 23. Brewmaster Kirby Nelson is using old records to resurrect the original formula, aiming to capture the brand’s golden era from 1948, when it was the king of beers.

While efforts to honor Schlitz’s legacy are commendable, Pabst’s decision to allow the iconic brand to fade is not surprising. Many of the drinkers familiar with Schlitz during its heyday are dwindling in number. Baby boomers, who might seek a taste of nostalgia in retirement, mostly remember an inferior version from decades past.

Despite its fall from grace, Schlitz will always have a special place in my memory. It opened my eyes to a variety of beer, paving the way for my love of craft brews that surged in the 2010s. More importantly, it offered affordability in my student budget, making it a staple choice during a financially constrained time.

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.