Now that Anheuser-Busch Cos. has been sold to a foreign brewer, is now the perfect time for another
American-brewed beer to make its rise to the top? Will it be Coors? Miller? Not so fast—how about Schlitz? The beer that your parents loved is making a comeback, using the original recipe, packaging and state of mind.
Schlitz, which is owned by Pabst Brewing Co, will be marketed toward its original drinkers, as well as the younger drinking crowd who want to taste the beer their grandparents enjoyed. What better time for Schlitz to jump back into the game with a nostalgia play. If any generation can bring Schlitz back, it’s the same generation that re-popularized 80’s music and fashion—from Journey to leg warmers.
A few facts about Schlitz. It was America’s best-selling beer from 1902-1954 (minus 14 years for prohibition), before Anheuser-Busch Cos. took the crown from 1955-present. In 1893, Schlitz became known as “The Beer That Made Milwaukee Famous.” In 1912 Schlitz was the first to bottle beer in brown bottles to prevent light from spoiling the beer).
“We believe that Schlitz is if not the, one of the most iconic brands of the 20th century,” said Kevin Kotecki, president of Pabst Brewing Co. “And there's still a lot of people who have very positive, residual memories about their experience. For many of them it was the first beer they drank and we wanted to give it back to those consumers."
While many younger people have heard of Schlitz, it may be a stretch to proclaim Pabst as the most iconic brand of the 20th century. If it is truly what Kotecki claims, perhaps popularizing the brand again is possible. Of course a large marketing and advertising budget will need to be the capstone off this campaign.
According to 2007 sales numbers, Pabst was the fourth highest grossing brewing company in the United States, behind Anheuser-Busch, Miller and Coors. But now that Anheuser-Busch has sold out, and Miller has merged with Coors, Pabst has a great opportunity to gain market share.
Maybe Schlitz can run a series of ads remembering the “good ol’ days.” Or, maybe they will have a campaign featuring a cliché tagline, such as “America’s Original Choice or America’s Best Choice.” There’s many ways to go, but what direction do you think they should choose? Do you think they can knock off their competitors?
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