Schlitz Returns with Its Original 1960s Recipe
The “beer that made Milwaukee famous” staged one of brewing’s most remarkable comebacks when Pabst Brewing Company acquired the brand in 1999. The real transformation happened in 2008 when they made a bold decision that shocked the industry.
Pabst brought back the original 1960s Schlitz recipe, as determined by a team of Schlitz brewmasters and industry experts who meticulously analyzed historical brewing records and surviving samples of the beer. This revival effort aimed to restore the beer’s original flavor profile and reconnect with its legacy. The reintroduction of the classic recipe was met with positive reviews from beer enthusiasts and critics alike. Thanks to the dedicated efforts of the Pabst Brewing Company, Schlitz beer continues to be brewed and enjoyed by beer enthusiasts across the country. Its enduring legacy, unique flavor, and commitment to quality ensure that Schlitz beer remains an American classic for generations to come.
Modern Schlitz is generally described as a crisp, clean, and refreshing American lager with a slightly more pronounced hop bitterness compared to some of its competitors. It has a subtle malt sweetness and a dry finish. Schlitz is widely available in most parts of the United States.
Olympia Beer’s Pacific Northwest Resurrection
The legendary “It’s the Water” slogan made Olympia a household name across the Pacific Northwest for over a century. Though Pabst discontinued regular production, the brand found new life through an unexpected partnership in Texas.
Künstler Brewing of San Antonio last year introduced “Olympia Revival,” in a red can carrying the Olympia Beer logo, and no sign of a roaring waterfall. It first promoted the beer in a May 9, 2024, Instagram post. The collaboration states on their website that they are “honoring its cherished place in the hearts of beer enthusiasts who treasure the legacy of historical American beer brands, and paying homage to those who paved the way for us in the craft beer industry.” The beer is “crafted with Great Western Malt from Washington barley, this brew honors Olympia’s Northwest roots.”
“These historic brands appeal to younger folks because they are kitschy,” Jones noted. “Maybe they think it is ironic to order a beer like Olympia or PBR, which was pooh-poohed for years as a ‘bad beer.'”
Rainier Beer’s Second Act
Rainier Beer, another iconic Pacific Northwest brand, suffered a similar fate to Olympia. It has been continuously produced by Pabst Brewing Company. With its distinctive mountain logo and rich heritage, Rainier has regained its place as a beloved beer in the region, offering a taste of nostalgia for longtime fans.
Rainier Beer was first brewed in Seattle, Washington by the Rainier Brewing Company. It is popular in the Pacific Northwest of the United States. The brand benefits from strong generational loyalty that transcends typical marketing approaches. As one beer blogger noted, “When I was young, my dad told me, ‘We’re Rainier men; your brother-in-law, he’s an Oly man.'”
Grain Belt’s Phoenix-Like Revival
Grain Belt is a beer that has been resilient throughout its history. Originating in Minnesota, a state known for its corn production, Grain Belt has faced many challenges, including fires and Prohibition. But it bounced back from each setback. When the brand faced difficulties, it was acquired by August Schell Brewing Company, ensuring its continued presence in the marketplace.
The Minnesota brewery’s quick action prevented Grain Belt from becoming just another casualty of industry consolidation. Unlike many corporate acquisitions, this purchase maintained the beer’s regional character and brewing traditions. The August Schell connection provided stability while preserving the authentic Midwestern identity that made Grain Belt a local legend.
Ballantine IPA’s Hop-Forward Renaissance
Ballantine Brewery has a storied past that began in Albany, New York in the 1800s. Although it faced challenges during Prohibition, it made a comeback after the repeal. However, Ballantine IPA was discontinued in 1995. Fast forward to the IPA craze of recent years, and Pabst decided to revive the historic recipe.
The new Ballantine IPA incorporates modern hops, giving it a grapefruit-like flavor. This hop-forward brew has received positive reviews from beer enthusiasts. The timing proved perfect, as American palates had evolved to appreciate the bold flavors that made the original Ballantine IPA famous decades earlier.
Lone Star’s Texas Pride Comeback
Lone Star is a Texas brew with a rich history. It was a popular brand in the state for decades, but faced challenges in the 2000s. In 2009, however, Lone Star was acquired by Pabst Brewing Company, which invested in revitalizing the brand. With updated packaging and a renewed focus on its Texas roots, Lone Star made a comeback and continues to be a beloved beer among Texans.
The revival strategy focused heavily on regional identity rather than national expansion. This approach allowed Lone Star to reconnect with its core audience while building authentic relationships with younger drinkers who value local heritage over mass-market appeal.
Andeker’s German-Style Resurrection
Andeker is a German-style lager with a rich history. Dating back to the late 1930s, it was discontinued in the 1960s, but made a comeback in 1972 that lasted until 1986. In 2018, Pabst announced that Andeker would be brought back from the “vault,” reviving the historic recipe at the Pabst Milwaukee Brewery and Taproom. With its malty pale lager flavor, Andeker has earned praise from beer lovers, and we may see it make another revival in the future.
Pabst introduced a premium brewed European style lager called Andeker in 1939. After being discontinued in the 1960s it was brought back from 1972 to 1986. It has been described as “The most European of the Americans, with full body and well-modulated flavor.”
Narragansett’s Rhode Island Renaissance
Narragansett is a beer brand with deep Rhode Island roots. Founded in the late 1800s, it enjoyed success until the 1970s, when it ran into financial difficulties. After a hiatus, the brand was revived in 2005 by a group of Rhode Island investors. Narragansett has since regained its status as a local favorite, offering a variety of traditional and innovative beers.
This revival stands out because local investors drove the resurrection rather than a large brewing conglomerate. The grassroots approach allowed Narragansett to maintain authentic connections to its Rhode Island heritage while expanding its offerings beyond the original recipe. The success demonstrates how community ownership can breathe genuine life into forgotten brands.
Schaefer Beer’s New York Homecoming
The copyright to Schaefer was eventually picked up in the early 1990s by Pabst, and Schaefer Beer’s popularity dwindled. Fortunately for New Yorkers, Schaefer has reportedly made a recent comeback, now brewed by F.X. Matt Brewery, located in upstate New York.
The 2023 revival brought Schaefer back to its New York roots after years of corporate ownership changes. F.X. Matt Brewery’s involvement ensures the beer maintains its regional character while meeting modern quality standards. This partnership represents a growing trend of established regional breweries taking on heritage brands rather than leaving them to massive corporate entities.
