Joseph Schlitz Brewing Company: From Humble Beginnings to Success

Joseph Schlitz Brewing Company was founded in 1849 by August Krug and Joseph Schlitz in Milwaukee, Wisconsin. The company started small, with a modest investment of $250.

In its early days, the brewery focused on producing high-quality beer that could be sold at a lower price than its competitors. This strategy allowed Schlitz to gain a loyal customer base among working-class people.

Joseph Schlitz himself was a shrewd businessman who understood the importance of innovation in the brewing industry. He introduced the first pasteurization process in the United States, which helped to extend the shelf life of beer.

This innovation gave Schlitz a competitive edge in the market, allowing the company to expand its operations and increase production.

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Joseph Schlitz began his career in the brewing industry as a bookkeeper in a tavern brewery owned by August Krug in Milwaukee.

In 1856, Schlitz took over management of the brewery following Krug's death.

Schlitz married Anna Maria Krug, Krug's widow, in 1858, and subsequently changed the brewery's name to the Jos. Schlitz Brewing Co. in 1861.

August Uihlein, Krug's 16-year-old nephew, started working at the brewery in 1861.

The often-circulated story about Schlitz donating beer to the Chicago population after the Great Chicago Fire of 1871 is a myth.

Schlitz rejected a purchase offer from Tennessee brewer Bratton and Sons in 1873.

Schlitz returned to his homeland on the SS Schiller in 1875, but the ship sank, killing Schlitz and 334 others.

The Uihlein brothers, August, Henry, Alfred, and Edward, took over management of the brewery after Schlitz's death.

The Uihlein family acquired complete ownership of the brewery when Anna Maria Krug Schlitz died in 1887.

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The Joseph Schlitz Brewing Company faced significant challenges in the mid-20th century. In 1953, Milwaukee brewery workers went on a 76-day strike, greatly impacting Schlitz's production and allowing Anheuser-Busch to surpass Schlitz in the American beer market.

Schlitz's popularity began to decline after the strike, but the company regained the number-one position with the introduction of value-priced Old Milwaukee. Schlitz remained the number-two brewery in America as late as 1976.

The company's president and chairman, Robert Uihlein Jr., made several changes to the brewing process in the early 1970s, including using corn syrup to replace some of the malted barley and adding a silica gel to prevent the product from forming a haze.

The temperance movement was gaining traction in the early 1900s, and production and consumption of alcohol was eventually outlawed entirely with the passage of Prohibition in the United States in 1920.

Schlitz faced difficulties trying to stay open and keep their workers employed during Prohibition. They tried to adapt by producing milk chocolate under the Eline brand, but it was a failure due to the dominance of the Hershey company and quality control problems.

In 1919, Joseph E. Uihlein Sr. created a division of Schlitz that would produce milk chocolate to make use of Wisconsin's large dairy industry. The venture was abandoned by 1928 after pouring millions of dollars into it.

Schlitz changed its name from Schlitz Brewing Company to the Schlitz Beverage Company and adapted by producing malt extract and non-alcoholic soft drinks called Schlitz Famo to keep the brewing equipment operational during Prohibition.

The first union strike had a significant impact on Schlitz's production and market share. In 1953, Milwaukee brewery workers went on a 76-day strike, greatly impacting Schlitz's production and allowing Anheuser-Busch to surpass Schlitz in the American beer market.

Schlitz was able to regain its number-one position, but it's a testament to the challenges that the company faced. The popularity of Schlitz's namesake beer, along with the introduction of value-priced Old Milwaukee, helped the company recover.

However, this was not the end of Schlitz's struggles. By 1967, the company's president and chairman was August Uihlein's grandson, Robert Uihlein Jr., who faced the challenge of meeting large volume demands while cutting production costs.

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The Joseph Schlitz Brewing Company was founded in 1849 by August Krug and Joseph Schlitz.

The company's early success was largely due to its innovative approach to brewing, including the use of refrigeration and pasteurization.

Joseph Schlitz was a German immigrant who arrived in the United States in 1849.

The company's iconic beer, Schlitz, was introduced in 1849 and quickly became a popular choice among beer drinkers.

Schlitz was known for its "Gusto" advertising campaign, which featured the slogan "Schlitz: The Beer That Made Milwaukee Famous."

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The Schlitz brand may have changed hands, but its Chicago legacy lives on. Today, you can still spot Schlitz signs around town at former tied houses.

These pre-Prohibition taverns only sold beer from the Milwaukee manufacturer. You can find them in various neighborhoods, like Lakeview and Englewood.

The Schlitz name is often adorned on a globe on top of buildings. Take a look at Schubas in Lakeview, the former Southport Lanes bowling alley, East Side Tap, and a future Englewood cafe.

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Joseph Schlitz was a German immigrant who bought a brewery after the owner, August Krug, died. He married Krug's wife and renamed the brewery.

Schlitz's proximity to Chicago played a crucial role in the brewery's success. The Great Chicago Fire of 1871 burned down many local breweries, and Schlitz's beer sales doubled as a result.

In the aftermath of the fire, Schlitz donated barrels of beer to support relief efforts.

Chicagoans can still see Schlitz signs around town at former tied houses, which only sold beer from the Milwaukee manufacturer before Prohibition.

These old taverns are now recognizable by their distinctive signs, often featuring the Schlitz name on a globe.

Some notable examples include Schubas in Lakeview, the former Southport Lanes bowling alley, and East Side Tap.

You might be wondering how to spot one of these historic tied houses - look for the Schlitz name on a globe on top of buildings like these.

In some cases, the Schlitz legacy is even being preserved in new businesses, such as a future Englewood cafe that will carry on the tradition.

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