Apparently Schlitz used to be delicious beer, but "fell victim to the industry trend in the 1970s when breweries accelerated the brewing process and used cheaper ingredients – all with the goal of cutting costs." Which I am guessing is part of the reason so many American beers suck.
But in a sign of good times to come, Schlitz decided to go back to the old formula it used from decades back. However, like NASA's moon plans, the original recipe had been lost and/or destroyed. Hope was ebbing as people worried they may never again taste the delicious 60's Schlitz.
But fear not. "Schlitz brewmaster Bob Newman needed to interview people who were Schlitz brewers back in the day to re-create the formula: “He literally sat for hours on the phone, talking to these guys.”"
Now its back baby.
So the new Schlitz is the old Schlitz, and it’s being rolled out in locations in Boston and other watering holes in Eastern Massachusetts. Wortham says the price will be comparable to Bud (an actual increase, believe it or not, from the bargain-basement prices that Schlitz used to sell for). A ceremonial delivery is planned for Thursday at 4 p.m. at the Eire Pub in Dorchester to herald the formula’s return to the Boston market.