Overview: In a bold move, the Wisconsin Brewing Company has begun brewing a vintage batch of Schlitz beer in Verona, Wisconsin. This historic brand was first introduced in 1849 and gained immense popularity before being discontinued due to changes in consumer preferences.
The Full Story
According to Carl Nolen, the brewmaster at Wisconsin Brewing Company, the goal is to recreate a version of Schlitz that is closer to its original recipe. This process involved using old brewery logs purchased from an auction in 1985 as a starting point.
Nelsen believes that by incorporating more hops into their brewing process, they can achieve a unique flavor profile reminiscent of the classic American lager. He acknowledges that this approach may be different from what consumers have come to expect in modern beers.
Wisconsin Brewing Company has already made several batches of Schlitz beer available for tasting at local events and retailers. The initial response has been overwhelmingly positive, with many fans expressing their excitement about the potential return of a beloved brand.
Production & Profile
The brewing process involves using old brewery logs purchased from an auction in 1985 as a starting point. By studying these records and adapting techniques to recreate recipes from earlier times, Wisconsin Brewing Company aims to get closer to the original Schlitz taste.
Nelsen emphasizes that while his team strives for authenticity in their approach, they understand that this may not result in an exact replica of the past. Rather than simply replicating historical methods, they seek inspiration and innovation within traditional recipes.
Brand & Industry History
The Schlitz beer brand was first introduced by Joseph Schlitz in 1849 and gained widespread popularity throughout its early years. In fact, it became one of the largest-selling beers in America during that time before eventually disappearing from mainstream production.
The reasons behind this decline are multifaceted but primarily revolve around shifting consumer preferences towards lighter, more modern tastes. Furthermore, Schlitz made a major mistake by shortening their aging process and adding stabilizers to create a ‘hazy’ appearance – something many consumers disliked at the time!
What This Means
The resurgence of interest in vintage beers is not limited to Schlitz alone; there’s been an overall trend toward re-embracing classic flavors and embracing unique production techniques.
This renewed focus on heritage brewing highlights consumers’ desire for authentic experiences. It also underscores the importance of preserving traditional methods while adapting innovative approaches as needed.
Consumer Takeaway
For beer enthusiasts looking to experience Schlitz once again, Wisconsin Brewing Company has opened up its production facilities and invited fans to try their latest creations at exclusive events. By tapping into nostalgia and emphasizing attention towards detail, WBC is poised for significant success in revitalizing this iconic American lager.
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