Iconic American Beer Brand Discontinued After 177 Years

Schlitz Premium, the storied lager once billed as “the beer that made Milwaukee famous,” is heading into retirement. Pabst Brewing Co. confirmed this week it is placing the brand on indefinite hiatus, ending production of the nearly two-century-old beer label founded in Milwaukee in 1849 that grew into one of America’s most iconic brews.

The decision, driven by rising storage and shipping costs amid softening demand for the value-priced brand, marks the latest chapter in a turbulent corporate saga. Wisconsin Brewing Co. in Verona will produce a final 80-barrel batch on May 23, with limited release scheduled for June 27. Pre-orders open this week.

“Unfortunately, we have seen continued increases in our costs to store and ship certain products and have had to make the tough choice to place Schlitz Premium on hiatus,” Pabst brand manager Zac Nadile told Milwaukee Magazine. “Any brand or packaging configuration that is put on hiatus is still a cherished part of our history and hopefully our future. We continually look for opportunities to bring back beloved brands, and customer feedback is important in shaping those discussions.”

Brewmaster Kirby Nelson of Wisconsin Brewing Co. said the brewery was intent on providing the brand with a proper goodbye.

“We decided that, Schlitz being what Schlitz was, it deserved a proper sendoff. One with dignity and respect,” Nelson said.