How the #2 Beer Company In America Self-Destructed

The infamous ‘Schlitz Mistake,’ and what we can learn from it

Photo: Alfred Hernandez

In 1902, Schlitz produced over one million barrels of beer, which made it the largest brewery in the country at the time.

Once known as the ‘Beer that Made Milwaukee Famous,’ Schlitz beer spent the 1950s and 1960s battling head-to-head with Budweiser…