This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Schlitz, Gansett Tap 'Old' Beer Revival

MILWAUKEE ( TheStreet) -- In VFW posts, Elks lodges and Shriner temples across America, there are signs for bygone beers that some brewers want to light again.

Before there was Anheuser-Busch InBeV (BUD), Molson Coors (TAP - Get Report) or SABMiller (SAB), there were regional brewers, whose beer flowed directly into the local conscience. While Pittsburgh stuck with Iron City, Chicago kept Old Style and Texas is still tied to Lone Star, decades of profit padding and cost-cutting let labels like Narragansett, Rheingold and Schlitz fade to pale imposters prior to recent revivals.

Narragansett has returned to its original recipe.

"It was death to beer flavor by 1,000 cuts," says Kyle Wortham, senior brand manager for Milwaukee-based Schlitz. "It wasn't something you could recognize yearly, but over decades there's a hell of a difference from what you were drinking back then to now."

Last year, the folks at Schlitz pulled cans of fetid swill out of coolers across the Midwest and replaced it with a bottled, maltier mix more in line with the recipe that "made Milwaukee famous" when it was a top-two brand in the 1950s, '60s and '70s. Schlitz brewmaster Bob Newman culled the confidential, unwritten recipe from the memories of former brewmasters and employees before the company distributed it to "men's social clubs" and cranked up a promotional effort that included retro merchandise like lawn chairs, bottle-opening belt buckles and nudie pens featuring Playboy's Miss December 1968 Cynthia Myers. Schlitz gunned for older men who remembered the beer's glory days, had been contacting the company about such a change for years and felt disenfranchised by the big brewers' youth movement and craft brewers' mature prices.

1 of 4

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SAB $7.20 0.00%
DKAM $0.00 0.00%
BUD $123.71 0.00%
TAP $76.97 0.00%
AAPL $124.75 0.00%


DOW 17,826.30 -279.47 -1.54%
S&P 500 2,081.18 -23.81 -1.13%
NASDAQ 4,931.8150 -75.9760 -1.52%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs