Schlitz

Brewed since 1849, Schlitz beer is one of the oldest beer brands in the United States; only
Pabst Blue Ribbon (1844) and Schaefer (1842) are older.  "The beer that made
Milwaukee famous," is a classic American lager, brewed with "just a kiss of the hops,"
meaning it has a mild taste with just enough bitterness to keep it from being bland.  Until the
mid-1970s, Schlitz was one of the top two beer brands in the USA, rivaling Budweiser in
sales.  However, the Joseph Schlitz Brewing Company began to falter under relentless
Anheuser-Busch advertising pressure and internal conflicts with a militant union labor force.
In 1982, Schlitz, and all of the company's other brands (Schlitz Light, Schlitz Malt Liquor,
Old Milwaukee, Old Milwaukee Light, and Erlanger special premium beer) were acquired
by the Stroh Brewing Company.  In 1999 Schlitz became a Pabst Brand.  Erlanger, Schlitz
Genuine Draft, and Schlitz Ice have been added and dropped from the Schlitz family since
1981.  Schlitz Genuine Gold is a product sold only in Canada.  Also, in 2008 Pabst Brewing
developed a new Schlitz Gusto 1960s formula, which claims to be a reinvention of the sixties
recipe.  Supposedly, Schlitz had changed their recipe sometime in the 1960s or 1970s,
making a more watered-down beer.  Pabst contacted retired Schlitz brewery workers, who
helped develop the new (old) recipe.  There is some doubt to as whether Schlitz actually
changed the formula, because Pabst was unable to locate any documents containing the old
recipe.  It seems unlikely that Schlitz would not have had a paper trail in their files that would
have been able to show when, if, or how a new formula or recipe was developed decades ago.
One wonders if the recipe change is not a myth more than a fact.  Beer drinkers, who had
largely abandoned Schlitz in the 1970s and 80s, might have perceived a difference from what
they had drunk in earlier days.  But, whatever the case, the new (2008-present) Schlitz has
4.7% alcohol and a slightly fuller body and more bitter hop profile than the regular Schlitz beer,
which has 4.6% alcohol.  This is only a relative change, because I've sampled both versions
extensively, and find the real differences to be minimal.  Possibly, the ordinary Schlitz might be
creamier than the new Gusto Schlitz.  But, both are delicious. 

Another interesting fact is that the new and old Schlitz versions are never sold concurrently in
the same market, so as the 2008 version is introduced, the pre-2008 version is taken out of that
area.  The general plan is a gradual phase-out of the pre-2008 version (which has been sold
only in cans since 2001).  The Schlitz Gusto beer is sold in 16 oz. cans (called "Tall Boys"), 12
oz. bottles, and on draft.  Whether this new formulation and "Gusto" retro promotion will make
Schlitz a popular beer again remains to be seen.  Since the beginning of 2010, when
negotiations started for the buyout of Pabst by the Metropoulos  family (finalized in June, 2010),
there seems to have been little to no promotion of Schlitz, whereas in 2008 and 2009, there was
relatively heavy promotion of the beer in print, television news stories, and on radio (in the areas
in which it was being phased in).  Schlitz beer of either recipe has received no national
advertising attention of any kind since the 1982 buyout.

I would recommend giving Schlitz a try.  You will probably find that it stands toe to toe with any
of the other major American-style lager brands.

Schaefer

Schaefer is America's oldest lager beer brand, being introduced in 1842.  In 1981, Stroh's
Brewing Company bought the brand from the original family, and since 1999, Schaefer and
Schaefer Light have been Pabst products.  Brewed with six-row varieties of malted barley,
Schaefer "accentuates its total complexity with six varieties of hops," according to the brand
website.  Schaefer, with 4.4% alcohol, is available in only select markets today, mainly the
Northeast, whereas Schaefer Light is still sold on a national basis.  This brand receives
absolutely no radio, television, or print advertising from Pabst, but it does continue to have a
niche following.  Another interesting fact is Schaefer's enduring popularity in Puerto Rico,
which developed due to the massive Puerto Rican migration into New York City (the home
of the F. and M. Schaefer Brewing Company, 1842-1981) during the 20th Century.

Schaefer is a solid, traditional, and enjoyable American beer.  Apparently, it is now only
sold in 12 oz. cans in 6, 12, 18, 24, and 30 packs.  If you are a fan of American-style lager,
you should enjoy this beer, if the opportunity presents itself.  Also, for light beer drinkers,
Schaefer Light holds its own against any other major American light beer brand.

Schaefer's long-time advertising tag was, "Schaefer is the one beer to have when you're
having more that one."  In the 1990s, the 24 pack cases had the blurb, "The Weekender."
Obviously, this beer was targeted to the volume drin

Pabst Blue Ribbon

Pabst Blue Ribbon Beer, introduced in 1844 and originally called Best Select and later, Pabst
Select, was renamed Pabst Blue Ribbon after winning a blue ribbon for the best beer in show
at the Chicago World's Fair in 1893.  The can and bottle logos still proudly announce that fact,
but PBR has won many other awards over the years, most recently winning the silver medal
for American-Style Light Lager in 2007 and the Gold medal for American-Style Lager in
2006 at the Great American Beer Festival and gold for American-style Premium Lager in 2006
at the World Beer Cup. 

In the 1950s Pabst was the number one American beer brand, and peak beer production was
reached with 18 million barrels produced in 1977.  But, at this point Pabst began to stumble
due to Anheuser-Busch's ruthless and ingenious advertising competition.  By 1999, only about
900,000 barrels of Pabst were being brewed.  However, while other brewers (Falstaff,
Schaefer, Ballantine, Schlitz, etc.) were destroyed by the competition, Pabst Brewing
Company is still in operation, although in a modified form.  In 1985, Pabst was acquired by
Paul Kalmanovitz, who died in 1987.  From 1987 to 2010 the Kalmanovitz Charitable Trust
operated Pabst Brewing Company, but under pressure from the US government, which does
not allow a non-profit to own breweries, the business was sold to C.D. Metropoulos for about
$250 million.  One of the most important events in the company's history was the 1999 block-
buster deal with Miller Brewing Company.  With this agreement, Pabst acquired Stroh
Brewing Company, which had bought out Heileman Brewing in 1996.  Probably in order to
avoid US government anti-trust harassment, Pabst then signed a working agreement with Miller
Brewing, instead of making an outright merger.  Under the agreement, which was approved by
the US government, Pabst turned over the very valuable brands of Mickey's Fine Malt Liquor,
the Hamm's beer line, and the Henry Weinhard craft beer line to Miller ownership, and by the
early 2000s the Pabst breweries were either shut down or turned over to Miller ownership and
continue operations.  Therefore, today, all of the many Pabst products are brewed by Miller
and a few other small brewing companies in the USA and Canada.  This alleviated the nagging
union problems, as this relieved Pabst of having to employ an unprofitable and militant brewing
staff. 

Pabst Blue Ribbon Beer, for reason that are unclear, began to become a hipster/college icon in
the early 2000s, and its production numbers have been on the incline for ten years.  Pabst has
been careful not to undermine the "anti-hero" aspects of the beer (most hipsters are probably
unaware of Pabst's macro-brewing back story), while promoting the product all over the
independent music/art world and college campus scene.  This has proven quite successful,
and today the availability of Pabst in grocery and beer stores is close to ubiquitous. 

The taste of PBR is typical of what one would expect for an American-style lager, although the
beer is very slightly darker, richer, and full-bodied than others in its genre.  There are also Pabst
variants available: Pabst Light, Pabst Draft, and Pabst Ice, all of which I have tried and enjoyed.
Pabst Blue Ribbon beer is sold in 12 oz., 16 oz., and 24 oz. cans and in 12 oz., 22 oz., 32 oz.,
and 40 oz. bottles.  Also, one can find Pabst on tap in many bars, and some grocery stores
offer Pabst Blue Ribbon or Pabst Light in kegs or half-kegs. 

At one time Pabst received heavy television, radio, and print advertising attention, but this
ended in the early 1980s.  Today, however, Pabst print advertising (even billboards) are
becoming more and more common.  It will be interesting to see what direction this brand takes
in the future.

Hurricane Malt Liquor

The Hurricane line of malt liquors is becoming a prominent segment in the Anheuser-Busch

portfolio.  Hurricane Malt Liquor, "is full-bodied and robust, and offers a smooth slightly
fruity and slightly sweet taste," and was introduced in 1995 as A-B's second malt liquor
offering.  Responding to the ice beer phenomenon of the 1990s, Anheuser-Busch rolled out
Hurricane Ice in 1996.  This variant has "extra smoothness and body," and is brewed with
barley malt and grains (like Hurricane), but undergoes an ice-brewing process, resulting in a
higher alcohol content (7.5% as opposed to 6%).  In 2005 the company introduced
Hurricane High Gravity, which has become the leader in this family in alcohol content
(8.1%) and sales.  Hurricane HG is more often seen in stores than the other two brands,
and it is "brewed with quality hops and extra barley malt to produce its full-bodied flavor."
None of these malt liquors (this name is used in the USA to comply with government trade
regulations that do not allow the sale of strong beer), known as "extra-strong beer (ESB)" in
Britain, are given television or radio advertising attention, but one may find point-of-sale
advertising for the Hurricane line in liquor stores from time to time.  These beers are available
in 12 oz., 16 oz., and 24 oz. cans and in 22 oz., 32 oz., and 40 oz. bottles. 

I have tried both Hurricane and Hurricane HG, and I find both to be delicious malt liquor
beers.  The alcohol level in the HG version is especially noticeable. 

NOTE:  It is recommended that these products be drunk from the can instead of the bottle,
as the clear glass may allow light to spoil the drink.
Quotes were taken from the Anheuser-Busch website.

King Cobra Premium Malt Liquor

King Cobra Premium Malt Liquor was introduced by Anheuser-Busch in 1984.  This extra-strong
beer, called "malt liquor" in the USA to comply with US government trade regulations, replaced
Budweiser Malt Liquor, which had been launched in 1972.  It is not known whether King Cobra
was a new recipe or simply a name change.  Whatever the case, King Cobra has been a steady
seller during its 26-year existence.  Initially, this beer received strong television, radio, and print
advertising support, but this ended in the late 1980s.  However, one may find point-of-sale ads in
liquor stores or other beer outlets.  The brand's original tag line was, "Don't let the smooth taste
fool you," meaning that the beer has a smooth taste, but the alcohol level (6%) might overwhelm a
person engaged in volume drinking and not realizing that the mellow-tasting drink packs a strong
alcohol punch.   And, the cans and bottles still feature the "Smooth Tasting" blurb. 

According to the Anheuser-Busch website, King Cobra is made with a combination of the finest
six-row barley malts and corn.  They say that a warmer fermentation process results in a fruity
aroma, sweet finish, and a bold, full-flavored profile.  I believe this to be the case, because King
Cobra does have a full-bodied, yet pleasant taste, without the harshness one finds in some malt
liquors.  And, yes, there is an underlying, but not overwhelming, sweetness to the drink. The hop
profile is minimal, as is typical for a malt liquor.  One can rest assured that with King Cobra one is
getting a product backed by Anheuser-Busch's fanatical and celebrated quality and consistency
controls.

King Cobra is available in cans (usually 16 oz.) and bottles (usually 40 oz.).  I would strongly
recommend avoiding sampling this brand from the bottle, as the clear glass may allow light to spoil
the beer.  The canned version is the safe bet. 

Overall, King Cobra is a delicious, high-quality malt liquor and stands as one of the strongest brands
in that sub-genre.  Give it a try.  I think you'll like it.

Rolling Rock

Rolling Rock beer is a premium extra pale lager and was introduced by the Latrobe Brewing
Company of Latrobe, Pennsylvania in 1939.  It was acquired by Anheuser-Busch in 2006.
Upon acquisition, advertising for Rolling Rock was scaled back, and this product has
assumed a much lower profile than when it was independently owned.  This has led to
curiosity as to what Anheuser-Busch/InBev's ultimate intentions are for the beer.  Rock Light
was introduced in 2008, and a Rolling Rock Red lager was sold for a short while but never
caught on and was dropped.  Rolling Rock is usually sold in 12 oz. bottles in 6 or 12 count
packages.  The "33" appearing on the bottle is a mystery, many thinking it celebrates the year
1933, when Prohibition was repealed. 

A light body characterizes Rolling Rock, and it is brewed in the ordinary manner for an
American-style lager (barley malt, water, rice, corn, hops, and yeast).  But, it does have
both corn and rice in the mix, whereas most beers have one or the other ingredient in their
recipe.  For those beer drinkers who enjoy a very mild beer, with a decent alcohol level
(4.6%), this might be the one to have.  The Anheuser-Busch website recommends that Rolling
Rock be served "in a tall, thin tumbler and pair it with citrus-grilled chicken, ceviche with lime,
pork tenderloin with mango chutney and pepper jack cheese."

Natural Ice

Natural Light beer was introduced in 1977, and was Anheuser-Busch's first low-calorie beer
offering.  It was heavily promoted on television and radio and in print, but upon the debut of
Budweiser Light (later called Bud Light) in 1982, Natural Light advertising essentially ceased,
and the Natural Light brand was repositioned from the premium to the sub-premium pricing
category.  So, it is viewed as a "cheap" beer, although, that was not originally the case.
Interestingly, it is consistently one of the top-ten-selling beers in America.  In 1995, in
response to demand during the 1990s ice-beer craze, Anheuser-Busch rolled out Natural Ice,
which quickly assumed a national availability profile.  It is also positioned at the sub-premium
level, and considered a "cheap" beer, although it is brewed according the the exceptionally high
A-B production standards.  Both of these brands can be found wherever beer is sold, and
Natural Light is often available in kegs.  Also, both of these brands tend to be used as "party
beers" by young drinkers due to their low price and rather mild taste characteristics.  Either
brand is sold in a wide variety of cans or brown bottles and in different count packaging. 

Natural Light has a stereo-typical light beer body and flavor and holds its own against any
other macro-brewed low-calorie beer.  Natural Ice, while having a high alcohol content (5.9%),
has taste characteristics that tend to be crisper and lighter than others in its ice beer sub-genre.
Either beer is welcome at a family barbecue or fish fry, although many would not consider it a
brand to be brought along for a dinner party.  Curious beer drinkers may be pleasantly
surprised by Natural Ice's interesting, yet delicate taste characteristics.