ABSTRACT
Schlitz became recognized as Milwaukee’s premium beer after the 1871 fire that devastated Chicago, Illinois. The blaze destroyed Chicago’s drink suppliers, including its breweries. Schlitz filled the void by establishing 2,000 taverns, saloons, and other retail locations between Milwaukee and Chicago from 1871 to 1876. It was one of the first breweries to engage in outer-region marketing. “The beer that made Milwaukee famous” slogan began creeping into Schlitz’s advertising appeals around 1893, joining the “belted globe” logo, which was unveiled in 1886.
