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Joe_Stax

When you're out of SCHLITZ, you're out of beer!

Hey!  This was a local favorite when I was a little kid, even though we were nowhere near Milwaukee.  Often confused with Schmidt's (from Philly), Schlitz was the perennial #2 beer in the US in the seventies.

From Retrothing:


Quote:
The Return Of Schlitz Beer


Put aside your feelings about the unflattering-sounding name and the working class image, Schlitz is back on shelves.  They've gone back to their original 1960's formula.  Schlitz has come and gone over the years, but they've never been able to recapture their spot as America's #2 beer since Nixon was in office.

Schlitz has a long, rich history in the world of domestic U.S. beers.  There are still several buildings here in Chicago with the logo permanently set into their brickwork.  Schlitz was among the first to go national with their product, first to go with brown glass bottles to keep out unwanted sunlight, and the only beer I know of that claimed health benefits after fortifying it with vitamin D.

It's good to see that this isn't yet another galling rebranding stunt.  The brewers of Schlitz are going back to the 1960's formula that "made Milwaukee famous", aiming squarely at baby boomers' dry throats that miss the popular taste.  For many of them, it may have been the first beer that they swiped out of the basement fridge while dad was busy upstairs watching the Super Bowl - but I wouldn't know anything about that...

It's interesting to see a return to basics in this age of micro-brews and multiple permutations of every possible beer brand.  I'll have to take this opportunity to sample a beer taste from before I was born - sort of like a trip in a sudsy time machine.  Besides, the doctor's always telling me to take more vitamins.  I'd better stop by my local tavern for a glassful of healthy Schlitz sometime soon.



Astrakhan

Well, I'll drink to that.   Wink

It would be nice to see the return of some other classic beers.  I'd like to be able to have a Piels.  Maybe that's because of the influence of Bob & Ray, who did commercials for them:

http://www.youtube.com/watch?v=26HtmV0DmRU
JimENight

Very appropriate post, Joe. Schlitz beer memorabilia features somewhat prominently in our studio here - including a vintage, plastic Schlitz beer bottle flashlight, and a Schlitzerland serving tray from the 1950s!
Here's a topical lost disc for all of you:
http://johnlightning.com/lost/The_Oxfords_Come_On_Back_To_Beer.mp3
This record is on the Paula label and is from 1970. I played it only once on our show live from the SWL Winterfest in Kulpsville, PA in '07. That show has never been loaded to our archive, so dig this while you can!  Cool
Rockin'_Art_Lewis

I can dig it!






Peace!

R.A.L.
cosmikdebris

JimENight wrote:


http://johnlightning.com/lost/The_Oxfords_Come_On_Back_To_Beer.mp3
This record is on the Paula label and is from 1970. I played it only once on our show live from the SWL Winterfest in Kulpsville, PA in '07. That show has never been loaded to our archive, so dig this while you can!  Cool


The '07 Lost Fest show is one twisted, subversive aircheck. You should post it sometime, or run it one of those weekends when you take a break. I think people would dig it.

L.
cosmikdebris

Rockin'_Art_Lewis wrote:
I can dig it!

Peace!

R.A.L.


Rockin'_Art_Lewis

JimENight

Ah, nice to see thee honorable cosmik debris raise his fugly head in the forums again. Indeed, the winterfest '07 aircheck will be poasted sooner than later. Just keep watching the skies...

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