Schlitz Beer/Research Essay

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Research of Schlitz beer “The taste so many people prefer has made Schlitz Beer first in sales in the U.S.A.” * Ken Carpenter (NBC radio announcer) * Explore the product and all its aspects About the brewing company Joseph Schlitz Brewing Company | Location | Milwaukee, Wisconsin | Owner(s) | Pabst Brewing (brands owner) | Year opened | 1858 | Website | http://www.schlitzbeer.com http://www.schlitzgusto.com | Active beers | Name | Type | Schlitz | American-style lager | Old Milwaukee | American-style lager | Schlitz Malt Liquor | Malt liquor | Schlitz Red Bull | American-style lager | In 1849 the company was founded by August Krug but in 1858 acquired by Joseph Schlitz. August Krug Joseph Schlitz Through much of the 1900s the company flourished and Schlitz was one of the top breweries in America for the next 70 years. During the reformulating period of the late 1960s and early 1970s, unfortunately the original Schlitz formula was lost. The recipe has changed and a series of snafus made the beer undrinkable. One of the biggest mistakes was that they changed the way the Schlitz beer was brewed, trying to do it cheaper. This changed its flavour and the customers noticed it. The cheaper version was put in cans. Nowadays they use bottles and the old recipe of Schlitz beer. They tried to recreate the old formula, using notes and interviews with old brew masters to concoct the beer again. Schlitz drinkers felt betrayed by the changes and they turned away. Schlitz sales dropped throughout the decade. Schlitz retiree Parker Sullivan recalls trucks lined up on the street, returning unsold beer to the brewery. The workers at the company’s Milwaukee brewery went on strike and the management decided to close the brewery. In 1919 Claude Hopkins, the father of marketing was hired by Schlitz beer to create and ad that would save

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