This man and woman invited me into their apartment to take some photos of a private party that was in progress. The man is holding up a can of Schlitz beer. During the 1960s and early 1970s, Schlitz was the number one beer in America, outselling even Budweiser. Their slogan: “When you’re out of Schlitz, you’re out of beer.” During the mid-1970s, the company decided to go against tradition and advertise a new automated fermentation process in stainless steel vats while Budweiser clung to “Beechwood aging.” The rest, as they say, is history. Schlitz was acquired by Stroh’s in 1982. In 1999, Pabst acquired the rights to the brand.
