Thursday
Jan292009
Trend Watch: “The Schlitz Effect”
Thu, January 29, 2009 at 10:21PM 
If you’re not my age, you probably don’t know Schlitz beer.
But back in the 50s and 60s, it was the No. 2 brand in the U.S.—and “the beer that made Milwaukee famous”—before the brewery hit the skids and never quite made it out of rehab.
My hometown paper reports that Schlitz is back on its feet and being brewed in Milwaukee again.
Who cares, you say, but I think it signals a bigger trend. In these turbulent times, people will begin to reach back into their pasts for brands they can root for and trust.
Before Faith Popcorn declares it first, I hereby decree this social trend “The Schlitz Effect.” And I can’t wait to drink to that when I visit my mom in Wisconsin over Mother’s Day.
Reader Comments (9)
"When you're out of Schlitz, you're out of beer."...you're right, quite comforting.
You got that right, Mark. They also had "go for the gusto," "just a kiss of hops" and let's not forget the Schlitz Malt Liquor Bull. It was a great brand, and it's primed for a whole nostalgia revival. Hey, by the way, I think the Outliers should be looking at "What Made Milwaukee Famous (Has Made a Loser Out of Me)" for your next gig. Got a whole "Desmond's vibe" about it.
Or maybe this heritage brand thing should be called Spam-a-lot?
http://www.nytimes.com/2008/11/15/business/15spam.html?partner=permalink&exprod=permalink
"James Bate, a 48-year-old sausage maker, was buying it at Wal-Mart in Cleveland recently. Not only was it cheap, but he said it brought back fond memories of his grandfather’s making him Spam sandwiches."
Hope you're well. :)
Hi, Christy. So good to hear from you. I think you're onto something here. But, hmmm, a sausage maker buying Spam? Those must be some powerfully good memories of his grandfather. Schlitz and sausage? (Absolutely) But Schlitz and Spam? (I shudder at the thought.) I think we should troll the web for defunct brands with sentimental appeal that we can resuscitate. We can call it SBR--sentimental brand resuscitation.
Could there be a more perfectly named brand for SBR than Oldsmobile?
I had a few Schlitz in my day. Those sweet drops were probably some of the earliest sips of alcohol I tasted.
Frank, possibly not for publication but I remember ordering a Schlitz in Milwaukee with you in 1983 - just after the brewer closed. I remember the stunned silence and you telling me that "we don't order that beer anymore"...the foreigner had made a "faux pas"...
As a result Schlitz effect for me is the froideur that experience - I wish the old icon well and hope to order one soon.