Schlitz: The Beer That Made Milwaukee Famous, Part Two

The Uihlein family guided the company until the 1970’s. Schlitz surpassed Pabst as Milwaukee’s largest brewing operation and from time to time traded places with Budweiser from Anheuser-Busch of St. Louis  as the #1 beer in the nation. In the early 70’s, among other problems, the original brewing process was changed and the brand began to lose its following. After it was acquired by the Stroh Company  and later by the conglomerate Pabst, the original recipe for Schlitz beer was revived and the brand has regained numerous fans.

1950's Schlitz Ad

Like other Milwaukee leading brewers, Schlitz benefitted many local projects, charities and civic organizations.  One of the city’s most popular events was the Great Circus Parade sponsored by Schlitz for many years.  The antique circus wagons of the Circus World Museum of Baraboo, WI, were pulled through the streets of Milwaukee (and a few other cities) by tradition teams of horses, accompanied by many bands, circus performers and animals, and dozens and dozens of clowns, from local amateurs to famous actors such as Ernest Borgnine.

Though after the brewery was sold, the parade disappeared, it has been revived from time to time by Milwaukee’s business and civic leaders.  To learn more about the circus World Museum and their colleciton of Antique Circus wagons, click here.

The last presentation of the Circus Parade in Milwaukee's downtown was the summer of 2009.

Below, the 2009 Circus Parade passes the Milwaukee Art Museum on the lakefront.

The sprawling brewery complex has been extensively re-developed as Schlitz Park. The website is here. Combining adaptive re-use and new construction, the park hosts offices, classooms, studios, community organizations, restaurants, and recreational facilities.

The essential character of the old brewery complex is maintained beside the latest technological innovations.