on IYM's MIND: Schlitz

Schlitz was hired as a bookkeeper in a tavern brewery owned by August Krug. In 1856, he took over management of the brewery following the death of Krug. Two years after Schlitz married Krug's widow, he changed the name of the brewery to the Jos. Schlitz Brewing Co.

Schlitz felt his dream of quality beer for the people was more important than immediate financial gain.

Schlitz died May 7, 1875, when on a return visit to Germany; his ship hit a rock near Land's End, Cornwall, and sank.

The once strong Schlitz brand was relegated to cheap beer status and became increasingly difficult to find in bars and restaurants, especially after the draft version was discontinued in 2001.