http://www.thedailypage.com/daily/artic ... icle=23871
The beer that made Milwaukee famous is returning around Wisconsin for another shot at glory. The original version of Schlitz beer hasn’t been around since the 1960s, but the once familiar maroon and gold six-pack carton of brown bottles will soon be back in Madison, complete with that slogan and the exhortation to “Go For the Gusto.”
Appropriately enough, the Schlitz brand is owned by Pabst Brewing of Woodridge, Illinois. Seeking to duplicate the retro reembrace and burgeoning sales of Pabst Blue Ribbon over this decade, the brewery is hoping beer drinkers with a similar sense of nostalgia will gravitate back to the brew that once made Schlitz the largest brewery in the world.
Pabst resurrected the original recipe for Schlitz based on notes and interviews with former Schlitz workers, and is marketing it as the “Classic 1960s Formula” of the beer. This retro version is brewed under a contract with MillerCoors at its operations in Eden, North Carolina, and was originally distributed in Florida and Minnesota before returning in limited quantities to its ancestral haunts along Lake Michigan back in June. In Milwaukee, the anticipated news created waiting lists at the handful of liquor stores that carried it. Now, within the next few weeks Frank Distributing of Middleton is planning to introduce the beer back to Madison.
