“The beer that made Milwaukee famous” changed their formula in the seventies and sales fell through the floor.

In 1982, it was acquired by Stroh brewing. And, while a Schlitz beer continued to be produced by Pabst Brewing, it was a shadow of its former self. The Milwaukee brewery closed in the 1990s, and is now an office park.

However…

The Classic 1960′s Formula is Back!

Schlitz’s formula recalls the original hearty taste of the classic 1960′s Schlitz – a true Pilsner, perfectly balanced between full-flavor and easy drinking, with just “a kiss of the hops.” So, if you want to experience the gusto again, crack open a cold classic, and taste the world’s second best selling beer of the 1960′s.

This week Pabst is rolling out the “old-is-new” formula in Chicago. This follows test marketing in Minneapolis-St. Paul and Tampa Bay. It should be more widely available next year.

(via WEAU news)