Friday, January 30, 2009
A Beer By Any Other Name.....
Did you ever get that feeling that something is askew in the cosmic unconsciousness? A little hiccup in the time-space continuum? A tear in the fabric of the universe? The feeling that something just ain't right???
I got that feeling yesterday when I found out that Schlitz will now be brewed by MillerCoors in Milwaukee under contract from Pabst! Talk about an incestuous relationship! (I'm still having a hard time getting my head around the whole MillerCoors thing.) And not just any old Schlitz either--this will be Schlitz classic, the old recipe from the '60s. Apparently in the '70s somebody tinkered with the recipe which in turn made the beer taste like crap so then no one bought it and the company folded. Pabst now owns the brand and decided to go back to the old formula and re-introduce Schlitz to the low-brow hipster generation. (I always have to laugh when I see PBR for sale at "hip" bars.)
I realize the many beers--and foods--are produced under contract, but this particular arrangement is just plain weird. Three princes of the Milwaukee brewing dynasty--plus one cowboy interloper--combining together to produce one beer.......it just ain't right! Might as well put it in a can that just says BEER, like the old Ralph's plain-wrap brand.