Pabst Brewing Co. is pulling the plug on Schlitz, the lager long marketed as “the beer that made Milwaukee famous,” ending 175 years of continuous production and stirring fresh debate over what is left of Milwaukee’s old-school brewing identity.
According to the Milwaukee Journal Sentinel, Pabst will discontinue Schlitz after a run that stretches back to the mid-19th century. The May 15, 2026 report casts the move as the quiet sunset of a onetime national heavyweight.
Born In Brew City
Schlitz traces its roots to a tavern brewery started in Milwaukee in 1849, according to Pabst Brewing Co.. Local histories and feature pieces have long pointed out that Schlitz grew into one of the country’s biggest brewers in its prime and helped define Milwaukee’s industrial character. OnMilwaukee has followed that rise for years.
The Long Fade And Occasional Comebacks
Industry coverage ties Schlitz’s slide to mid-century tweaks to its recipe and management decisions that gutted its market share, followed by a string of ownership changes and on-again, off-again revival efforts. Outlets charting those rough patches and later comeback attempts include Tasting Table along with other beer history reporting.
Immediate Reaction
The announcement has set off a quick flurry of online reaction. A Change.org petition is urging Pabst to keep Schlitz alive, and beer forums have turned into ad hoc tracking systems for the last cases on store shelves. Change.org shows signatures piling up, while threads on BeerAdvocate mix nostalgia with tips on where to hunt down remaining stock.
What Milwaukee Loses
Even beyond what is in the can, Schlitz has left a visible mark on Milwaukee. Schlitz Park and the former Brown Bottle tasting room still signal the company’s civic footprint. Urban Milwaukee has chronicled the Brown Bottle’s long run and how Schlitz’s tied houses and the park helped weave the brand into the city’s fabric.
The Milwaukee Journal Sentinel was first to spotlight the decision and outline the timeline. Drinkers and retailers will now be watching to see whether Pabst opts for any limited reissues or a formal farewell plan. For the moment, the shutdown closes a 175-year chapter in Brew City history.
