[THC] Schlitz

[Thomas Hess]

http://www.chicagobusiness.com/cgi-bin/news.pl?id=28852&seenIt=1

Original Schlitz coming back to Chicago

By David Sterrett
April 04, 2008
(Crain’s) — Schlitz, known as “the beer that made 
Milwaukee famous,” is bringing its original taste back to Chicago on Monday.

Woodridge-based Pabst Brewing Co. has recreated 
the original formula for the beer, which was a 
top seller nationwide in the 1970s before it was 
reformulated. The recreated beer will be sold in 
brown longneck bottles and labels noting the “Classic 1960s formula.”

“We are going after the baby boomers who remember 
Schlitz when they first started drinking,” says 
Jerry Glunz, the general manager of 
Lincolnwood-based Louis Glunz Beer Inc., which is 
distributing the beer in Chicago. “This is a 
different beer than the (current Schlitz line in 
the can), and this beer will stand up to its former glory.”

He says the beer will be available at about a 
dozen locations on the North Side of Chicago on Monday.

He says the locations will include: Schubas 
Tavern, Southport Lanes & Billiards, Cardinal 
Liquors, 1000 Liquors, Chicago Brauhaus, 
Sheffield’s Bar, the Long Room, Simon’s Tavern, 
Green Mill Cocktail Lounge, Glunz Bavarian Haus and the House of Glunz.

Pabst Brewmaster Bob Newman researched the old 
formula and interviewed previous brewmasters to 
find the correct recipe, Mr. Glunz says.

Mr. Glunz said the beer declined in popularity 
because of changes to the formula in the 1970s 
and a switch to cans in the 1990s.

The beer was relaunched last year in Florida and 
Minnesota with its original formula and glass 
bottles. The relaunched beer will be priced 
comparable to other premium domestic brands.

He says the beer will hopefully be available in 
more locations around Chicago in the next couple of months.

“Hopefully we will be able to get the beer back 
to its top spot,” Mr. Glunz says.