Schlitz beer returns home to big sales

MILWAUKEE, July 2 (UPI) -- Schlitz, the beer that made Milwaukee famous -- to borrow from an ad campaign -- is selling out in its hometown with its comeback formula, retailers said.

Pabst Brewing Co., which owns Schlitz beer, reintroduced the "Classic 1960s formula" in Tampa, Fla., and Minneapolis last year, the Milwaukee Journal-Sentinel reported Wednesday.

In April, Pabst tested the Chicago market and last week sales began in Milwaukee, where the beer was first brewed before the U.S. Civil War.

The new Schlitz is brewed by MillerCoors LLC in Eden, N.C., and sold in bottles, but that didn't stop sales from taking off in Milwaukee, the newspaper reported.

Beer Capitol Distributing Inc., which distributes the beer in Milwaukee County, started with 30 sellers, many of whom quickly ran out, the newspaper said.

Ray's Liquor, in Wauwatosa, Wis., received 70 cases, which sold out in one day, manager Roy Mueller said.

"That's quite amazing," he said, expecting his next shipment will be rationed to about 40 customers he has on a waiting list.

"We'll probably allocate a six-pack apiece," he said.