My dad was a rabid Schlitz drinker. With the age of microbrewing and higher APV (alcohol by volume) in today’s beers, it’s amusing to me Schlitz was considered a choice pilsner of its time. Honestly, Schlitz was the first beer I ever tasted from my dad, a sip once, then a full glass winning a bet I could take him in chess. I won’t tell you what ages those were. My dad was a ferocious chess player, and he beat his young, still-learning son over-and-over until he pissed me off by roasting me. I bet him and I won, fair and square. The man was flabbergasted, and he ponied up. My one and only time beating him at the game, since we never played again after that. Most satisfying victory of my life.
It took my stepfather much later in life (again, no ages divulged here) to refine my beer drinking tastes by introducing me to the German fineness that is Spaten Optimator. Dark, rich, it forever dictated my approach to beer appreciation. Now, in more recent years, I’m all over the place with beer. I hated IPAs originally, now I love them as much as stouts, bocks, ales, ambers, altbiers, Kölsch, Belgians and rich lagers.
So much I consider Schlitz one of the weakest beers ever produced. You want a rich, American classic lager? Laugh all you want, Pabst is king. You wouldn’t tell Schlitz was ever considered subpar in the American public, touting its totem, “The Beer that Made Milwaukee Famous.” Especially now, I think Milwaukee can do far better than that. Still, this holiday ad made me smile, made me think of my dad who loved this swill to both good and bad effects. It’s Christmastime, though, and I’d rather think of the good times with my late father. Steamed shrimp on Christmas Eve, just adult versions of father-and-son, Schlitz on the side. This ad’s for you, old man. I miss you.
–Ray Van Horn, Jr.
Roads Lesser Traveled 
I once knew a guy who sold a pair of kids at a Lollapalooza a six pack of car trunk warm Schlitz for $20 (around 1997, so $40 for a six pack in today’s money). They were desperate to show some girls they could score booze at the show. Half an hour later the lightweights were sloshed and the girls remained unimpressed and I feared for the state of their GI tract. Ugh. I couldn’t think of a more miserable way to pull a buzz. Hot Schlitz that had been sitting in that trunk for goodness knows how long…
LikeLiked by 1 person
BWAHAHAHAHA! This is epic. What a bunch of clowns who got taken. $20.00 for hot beer? Too damn funny. What happens at Lollapolooza!
LikeLiked by 1 person
I know, right. He even warned them that it was hot. And they were like, “We don’t care. It’s beer, right?” 🤣
LikeLike
In my youth I preferred Natty Bo but my wife is from Milwaukee so Schlitz holds a special place in her heart. My dad was a PBR man. Great ad! And nice memories.
LikeLiked by 1 person
You must be from the Baltimore turf like me, though they relocated the Natty Boh plant out in Cleveland. My stepfather lives off of coffee and PBR.
LikeLiked by 1 person
Towson, MD born and raised until teenager years. Represent!
LikeLike
Our fathers didn’t have the cornucopia of craft beer choice we’re blessed with today. Schlitz, Pabst, Miller, Genesee and maybe Falstaff in those days.
Great ad!
LikeLiked by 1 person
Don’t forget Hamm’s, which made a temporary comeback then crawled away again. I liked that stuff, actually. Fun ad, right? Viva la Fifties!
LikeLiked by 1 person
My grandfather used to drink Schlitz back in the day. My father and uncle drank PBR, Black Label and Falstaff quite a bit back then, with the occasional Heineken and Labatt’s cameo. 😄
LikeLiked by 1 person
Because who didn’t enjoy grabbing a Heinie? 🙂
LikeLiked by 1 person
I remember a girl in my high school wore a Heineken t-shirt with that slogan on it one day. Needless to say, she got sent home. 😄
LikeLike
Great story… inspired by beer!
LikeLiked by 1 person
LOL, yeah, I went on a fun little tangent, thanks for reading!
LikeLiked by 1 person
My pleasure!
LikeLike
A little Norman Rockwell-esque! Schlitz used to be a HUGE beer brand back in the day. Cheap was the in. Then ad agencies took precedence over breweries and the masses were diverted toward Coors and imports. Come to think of it, my dad switched from Schlitz to Coors back then, and he was so proud. 🤣
LikeLike