Production of the Schlitz Classic 60s Formula beer has begun in Milwaukee.
Schlitz Brewing Co is a division of Pabst Brewing Co. of Woodridge, Ill.
Schlitz beer had been produced in Eden, N.C., but is now brewed by contract at the Miller/Coors brewery in Milwaukee, where specialized hopping equipment for the unique brewing cycle was purchased and installed.
A dedicated Schlitz technical services operation team has been established to develop initial formulations, regular testing and additional production steps to monitor the entire production cycle to ensure the beer is brewed to Schlitz's requirements.
When asked how much Schlitz beer will be brewed in Milwaukee, company spokesman Mark Treichel said, "At this time, no projections are available. However, market demand has been strong and new markets continue to show interest in supporting Schlitz Gusto."
In addition to Milwaukee, Schlitz is now available for purchase in several markets, including, Cedar Rapids and Waterloo, Iowa; Norfolk, Va.; Columbus, Ohio; Grand Rapids and Detroit, Mich.; southern Illinois; central and northern Michigan; and Wausau, Eau Claire and La Crosse, Wis.
Schlitz received another marketing boost this week when the winning entry of the contest to name Milwaukee's bottled water was "Brew City Brew," with the tagline of "The Water That Made the Beer That Made Milwaukee Famous." In its heyday, Schiltz was known as "The Beer That Made Milwaukee Famous." The water promotion was conducted by the Milwaukee Press Club and unveiled at the City of Milwaukee Birthday Party Tuesday night.
For more information about Schlitz beer, visit www.schlitzgusto.com.
Schlitz begins Milwaukee production
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