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I’ve been tracking a “Back to the Future” theme for the past couple of months and recently noted that it’s even being reflected in beer sales. Case in point, Milwaukee’s Best has made a big comeback this year.

Not to be outdone, however, Best’s nemesis Schlitz is taking direct aim at its customers. The New York Times reports:

It’s the beer that made Milwaukee famous. Now Schlitz is making the city nostalgic.

That beer with the old-time mystique is back on shelves in bottles of its original formula in the city where it was first brewed more than a century and a half ago.

Schlitz was the top-selling beer for much of the first half of the 20th century. But recipe changes and a series of snafus made the beer — in many a drinkers’ opinion — undrinkable, turning what was once the world’s most popular brews into little more than a joke.

But after decades of dormancy, the beer is back.

Maybe they’ll even bring Kevin Kline back for the new ad campaign:

[youtube](Click for video)

Aimed at Nostalgic Drinkers, Schlitz Returns
AP via The New York Times
August 1, 2008