What is this Schlitz?

Reads 4101 • Replies 44 • Started Tuesday, October 22, 2013 2:31:56 PM CT

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CharmCityCrab
beers 249 º 14:31 Tue 10/22/2013

Note the clever play on words in the subject line. ;)

So, a liquor store I patronize had a spot where they put the bottled 6-packs of the special "1960s formula" Schlitz. I meant to get around to trying it, but it’s Schlitz, and by the time I decided to brave it, the stock they had was out of code, so I waited for more to come in. More came in and... there’s no indication whether they’ve stuck with the 1960s formula revival or went back to the widely believed to be inferior formula that they used in the 80s, 90s, and 00s.

I’ve never had either prior to the one I am drinking at this very moment, so I can’t really tell by taste. This is a bit maltier and grainier than I’d expect from a sub-premium adjunct lager, so I’d be inclined to say 1960s formula, but why rely on my taste buds when I have the Internet? Anyone know what the deal is?

I had heard (Possibly inaccurately) that at one point in time the cans were the "bad"* formula and the bottles went back to the "classic" formula and were specially labeled- full stop, all cans were the "bad" stuff and all bottles were the "classic" stuff. Now I have a bottle that doesn’t mention a special 60s formula specifically, and I can see people leavings ratings for 60s formula saying that they drank it out of cans. So I’m utterly confused.

The expiration date stamped on my bottle is December 23, 2013, if that helps identify it any.

Is all Schlitz now classic Shlitz? Is all Shlitz now bad Shlitz? Bottles and certain types of cans retro, and regular cans bad? Some bottles and some cans one thing and some bottles and cans the other?

They really should have done something to add clarity to the label. Make "Schlitz" and "Schlitz Classic", "Schlitz Premium", or "Schliz: The Kennedy Years" or something.

This will effect my rating my at least a full point. ;) Not really, but it will effect where I put my rating (RateBeer has separate entries for the different formulas).


*Note I am using "bad" to specify the non-60s formula. I never actually drank it, it might be good. I am just taking the word of everyone in the world I’ve ever talked to on it being bad. ;) If it’s what I’m drinking now, it’s not bad. Not necessarily good, but underrated. :)

 
Cletus
beers 6368 º places 233 º 14:43 Tue 10/22/2013

I own many Schlitz signs. I drank Schlitz in college (along with Schaefer, No Frills Generic Beer and Genny Cream) because they were dirt cheap and I had no money. Now that I am a grown up, I no longer drink Schlitz because it is a shitty product.

 
JMerritt
places 72 º 16:19 Tue 10/22/2013

I’m not sure what the confusion is. If it doesn’t say "1960s formula" on it, it’s just plain Schlitz. Put your rating under that entry.

 
Bill Becker
beers 1804 º places 18 º 16:29 Tue 10/22/2013

In my experience, the cans that showed up in my town were the 60s formula. I haven’t seen bottled Schlitz in years so I don’t know what’s up with them.

 
lithy
beers 2996 º places 156 º 17:37 Tue 10/22/2013

I love Schlitz, the 60s formula one, or just the straight 6 pack of cans in fish killer rings.

 
b3shine
beers 9150 º places 337 º 17:41 Tue 10/22/2013

Better question: does anyone (besides the OP) care?

It’s like comparing PBR to High Life; who cares? If you’re on a beer rating site to rate Schlitz varietals, maybe find a new hobby? Or start rateschlitz.com

 
grassrootsvt
18:11 Tue 10/22/2013

Originally posted by b3shine
Better question: does anyone (besides the OP) care?

It’s like comparing PBR to High Life; who cares? If you’re on a beer rating site to rate Schlitz varietals, maybe find a new hobby? Or start rateschlitz.com


I care. I actually think the 1960’s Formula Schlitz is pretty damn good. Have you ever compared Miller High Life to Pabst Blue Ribbon? Or Coors Banquet to Budweiser? Pretty incredible - but it requires an appreciation for subtle and delicate flavor nuances...

 
b3shine
beers 9150 º places 337 º 18:21 Tue 10/22/2013

Originally posted by grassrootsvt
Originally posted by b3shine
Better question: does anyone (besides the OP) care?

It’s like comparing PBR to High Life; who cares? If you’re on a beer rating site to rate Schlitz varietals, maybe find a new hobby? Or start rateschlitz.com


I care. I actually think the 1960’s Formula Schlitz is pretty damn good. Have you ever compared Miller High Life to Pabst Blue Ribbon? Or Coors Banquet to Budweiser? Pretty incredible - but it requires an appreciation for subtle and delicate flavor nuances...


I haven’t, Shaun (at least not side by side in a blind,objective format). Adjuncts are either tolerable or disappointing, but not anything I’m going to waste much time pondering either way.

 
Drjohnrock
beers 841 º places 41 º 18:22 Tue 10/22/2013

Originally posted by b3shine
Better question: does anyone (besides the OP) care?

It’s like comparing PBR to High Life; who cares? If you’re on a beer rating site to rate Schlitz varietals, maybe find a new hobby? Or start rateschlitz.com



I know what you mean, b3shine, but while I rarely rate the usually indistinguishable varieties of BMC pisswater, I’m interested in the history of brewing, so I would find such a discussion interesting from that perspective. It’s pretty well known that a lot of breweries cheapened their recipes to compete with bigger breweries and/or cut costs. As early as 1940--19 freakin’ 40--Cincinnati’s old Clyffside Brewery followed the advice of a marketing consulting firm and cheapened their recipes to make them much like today’s pale lagers. Regrettably in a way, this allowed Clyffside to at least temporarily increase sales.

As to Schlitz specifically, my father, God rest his soul, never cared for any era of it, and he lived through a lot of them. So I’ll pass on trying 60s Schiltz. Now if someone would revive Clyffside’s pre-1940 recipes...

 
PaleDales
beers 2 º 18:28 Tue 10/22/2013

id leave it be friends. ye olde schlitz was a beer cheapended by its owners. they rushed the lager brewing process and created chill haze in the notoiously clear beer category. the public never went back after owners lagered their beer for sub 20 days resulting in hazy, lack luster beer. I dont care who brews it not, the ship has sailed.

 
CharmCityCrab
beers 249 º 19:21 Tue 10/22/2013

Originally posted by b3shine
Better question: does anyone (besides the OP) care?

It’s like comparing PBR to High Life; who cares? If you’re on a beer rating site to rate Schlitz varietals, maybe find a new hobby? Or start rateschlitz.com


The site is ratebeer. Is Schlitz not a beer? It says beer on the label. It has hops, barley, yeast, and water in it. It’s got several different entries to rate different variations of it.

I hear ratepretentiousbeer.com may still be available if you want to start a site that excludes beer you think is beneath you. Personally, I’m thinking about grabbing ratebeernotshandies.com ;)

Anyhow, look at the title of the thread, it’s a play on words. Instead of "What is this shit?", I said "What is this Schlitz?". I’m obviously not nominating it for beer of the year. It’s something I bought because it was cheap, I needed to save some money, and I hadn’t tried it yet. We can’t all afford to be this guy:

http://blogs.citypaper.com/wp-content/uploads/2011/09/MR-PILSENER-HEADjpg.jpg

:)