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Joseph Schlitz
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Entrepreneur
    (May 15, 1831-May 7, 1875)
    Established the Joseph Schlitz Brewing Company in Milwaukee, Wisconsin (1858-1982)
    Motto was 'The Beer That Made Milwaukee Famous'
    Died in a shipwreck at age 43
    He wasn't a brewer by trade, but a bookkeeper hired by brewer August Krug in 1850.
    In 1856 when Krug died, he convinced his widow to let him take over the business.
    He married the widow Krug in 1858 and changed the company name from Krug Brewery to his own.
    In 1875 his brewery produced 74,000 barrels of beer - enough for one barrel for each man, woman and child at the time in Milwaukee.
    He had not visited his homeland since 1856 and said he was going back to Germany to visit relatives. His real reason was to represent the Milwaukee Rifles association in a contest held in Stuttgart.
    He came to the U.S. at age 20 to seek his fortune.
    After the Great Chicago Fire of 1871 he donated thousands of barrels of beer to taverns trying to rebuild, and in the process established a distribution point and a large Chicago market share.
    While on his way to his native Germany, his ship struck rocks of the coast of England and sank. His body was never recovered.
    Shotz Brewery, where TV's Laverne and Shirley worked was a thinly veiled take-off of the name Schlitz Brewing Co.
    As late as 1976, the company was the #2 brewery in the U.S., but a 1981 strike crippled them and interest was sold to the Stroh Brewery Company in 1982.

Credit: Scar Tactics


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