Bucks Diary

Wednesday, April 09, 2008

Schlitz is back? Can Milwaukee be far behind?

As an avid connoisseur of every kind of old school working class Milwaukee beer (I drank bottled PBR before, during... and apparently now after it was cool... you should see the looks of disdain!) I am weirdly excited about the news I received yesterday that "The Gusto" is back.

Classic Schlitz, or more honestly, the owners of the old brand name and formula that once comprised America's leading bottled beer, have decided to try to make a small scale comeback. In honor of the return of the beer that once made Milwaukee famous, I've temporarily changed the tagline of this little blog (another connection: according to the old replays they show on "NBA Hardwood Classics", Schlitz and Schlitz's "Old Milwaukee" were once a primary sponsor of the NBA on CBS) .

Could this all portend a comeback for all things Milwaukee? All in a symbolic sense, of course. Since many trace the psychic decline of the once great Milwaukee brewing industry to the disastrous decision by the Schlitz company to go cheap on its popular formula, roundabout 1970, it seems to me that any decision to revive that formula should be seen as nothing but a good omen for Cream City... and maybe even our Bucks.

Of course, in classic "good news and bad news" Milwaukee-style, Schlitz is so far only available in Chicago and the Minneapolis-St. Paul area.

I smell a Bucks Diary road trip!!!!


At April 10, 2008 at 8:03 AM, Anonymous paulpressey25 said...

This is really good news.....I hope this comeback takes....we need the boost.

If Harley could come back from the brink, so can Schlitz....


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