"Old" Schlitz Beer Reintroduction

Beer made to Schlitz's original recipe, which was the #1 selling beer in the US until the 60's, is being reintroduced today at a few Chicago establishments. For those who may partake, I'd be interested in hearing what you think of it.

http://abclocal.go.com/wls/story?sectio ... id=6066517

I bought a six-pack of the new Schlitz longnecks-I'm assuming this is the original recipe. The beer was smooth with a dry, hoppy finish. Not exactly what I remember, but I was quite young. I wouldn't go out of my way for the present stuff-kinda bland. As a side note-it was $1.50 more than Budweiser for a sixpack and came to $6.50.
Maybe it's better on tap? I remember they used to sell quart bottles of a product called Schlitz Draft, that was especially tasty.
I guess I would be inclined to say that all this stuff was better "in the old days", but taste memories can be tricky.

How true. I used to like, at various stages, PBR, Old Style, Stroh's, and other domestics which don't seem at all the way they used to be.

It's nice to see a renaissance of Schlitz-branded taverns being worked into this brand rebirth.

Just last night, I actually made an epic trek north (from my Loop office) in driving rain & crowded train, in search of bottled Schlitz. Only to find, when I arrived at 1000 Liquors, that they had none. They told me "a delivery would be in tomorrow."

From the Schlitz press release

According to Kyle Wortham, senior brand manager for Schlitz, the classic taste profile of Schlitz "Classic 1960s Formula" is the result of research by Pabst Brewmaster, Bob Newman, who was named the 2006 and 2007 Brewmaster of the Year at the Great American Beer Festival®. "Bob tracked down and interviewed retired Schlitz brewhouse employees and others to recreate the classic taste," explained Wortham. Mr. Glunz, who also provided access to Schlitz marketing materials in his company's archives, was among those interviewed.

Sounds more like Bob Newman's version of the original recipe to me.

Looks like Wortham and Newman are also busy applying CPR to another dead Pabst owned brand

I bought a twelve in Milwaukee, and the first whiff was like time travel, I was in my grandma's back yard again. I can't say it tastes the same as it did, but the malty first breeze is dead right.

A propos of Schlitz' return, take a look at the *great* Schlitz sign here.

Geo

And now if Pabst would only bring back Falstaff...

Geo

Does anyone know if the new "old" Schlitz had made it to the hinterlands south of I-80? My first beer ever was a Schlitz and I haven't found one with the same flavor profile since. And I mean that in a good way

I used to be able to satsify the Schlitz jones at Shaefer Bowl in Decatur but, alas, it went under several years ago.

Davooda

From an April post on beeradvocate.com:

The route through Chicago's Lakeview neighborhood includes two old Schlitz tied-houses, Schubas Tavern and Southport Lanes & Billiards, as well as Cardinal Liquors, 1000 Liquors, The Long Room, Simon's Tavern, the Green Mill Cocktail Lounge, and Glunz Bavarian Haus. The product will also be available at Louis Glunz's original shop, since renamed The House of Glunz, at Wells and Division Streets in Chicago's Old Town.

Any updates or corrections on this list? Are House of Glunz, Cardinal Liquors, and 1000 Liquors really the only places you can go to pick up a six-pack?

I've seen it at the Lincoln Park Whole Foods (North & Sheffield) pretty much every time I go.

And I can't say it enough, too, that this specific Whole Foods has one of the best beer selections in the city, home to lots of rare/hard-to-find beers. Some times even better than Sam's, just around the corner!

Thanks. I happened to be at the Belmont red line stop making a switch late Friday night, and popped into 1000 liquors. My father-in-law will be pleased. I haven't dug in myself...nostalgia seems the prime motivator, and the old recipe is before my time.

I became legal for drinking Schlitz in 1964 but may have imbibed a bit before then. For a major brand mainstream beer I always thought Schlitz had a little more unique flavor than its competitors back in the 60s. The retro definitely evokes that flavor. Nice nostalgia trip but I think the current batch of craft brewers have gone past those days with better quality beers and they are selling Schlitz at craft beer prices. It was test marketed for at least a year in Minneapolis before it rolled out nationally.

Found a bunch in Des Plaines the other day. (shop n save). It was fabulous! Brought back the memories of the beer I stole from pops when I was 16, and really doesn't taste like a macrobrew. They have created a convert.

Nice thing, they did.

Pete

I found it in Macomb, IL of all places. Seldom drank it in the past, but I must say it isn't half bad.

I saw it on tap at John's Buffet in Winfield the last time I was there. Still too "corny" for me but not bad for a CAP-style (Classic American Pilsner) beer.

I found it at the Sal's store on St. Charles in Elmhurst.

A great blast (not Blatz) from the past!

They also brought Primo back in Hawaii, and it seems they are going to roll out a "new" Old Style, as well:

http://www.suntimes.com/business/1376369,CST-FIN-oldstyle14.article

In the case of Schlitz, I see that they are still offering the 12-ounce cans at the "sub-premium" price. Wouldn't this create confusion, or some sort of "brand-dilution"? At any rate, I hope they don't do away with the Old Style cans (tallboys in particular).

Beer is basically an agricultural product. It uses hops, grains, yeasts and water. If any of those things change then the beer changes.
Example: Sitting at Kuni's Sushi Bar a number of years ago enjoying our usual Asahi 'SuperDry'. Tastes slightly different. Look at the label, Imported from Canada!
Only place I can get Superdry from Japan is now in 1 liter cans at Mitsuwa and who knows for how long.
Example: Miller purchases rights to Lowenbrau name and has beer made in Canada, tastes nothing like original beer, brand becomes extinct in US. Current revival tastes nothing like original.
So, methods of production of the ingrediants change over time as do the sources of where they are grown. The result is, none of the beers of 30-40 years ago taste the same today. Schlitz went to a cost saving, faster brewing process and lost thier market. Nothing can bring back Schlitz as well as the 100's of small brewers that existed in almost every Wisconsin city in the 1960's.
The most constant source i know of has been some of the German producers notably Hofbrau and a few others that manage to maintain a style and make real beer. there are some good craft brewers in the US and I have sampled a lot at Brew Fests. These are much better than any re-introducution of an old 'Formula'.-Dick