In the early '60s, a fellow named Bob Uihlein took the reins at what was then a brewery second only to the mighty Anheuser-Busch in the American beer business pantheon—the Joseph Schlitz Brewing Company of Milwaukee, Wisconsin. Schlitz was known nationwide as “the beer that made Milwaukee famous,” and an absolute heavyweight of the day. But under Uihlein’s hackneyed, hamfisted, and otherwise ill-advised direction, both its liquid and its liquidity would be in irrecoverable disarray less than two decades later. Joining the show today for her THIRD Taplines appearance is the brilliant historian and writer Maureen Ogle, author of the vital history Ambitious Brew, to talk about how, exactly, Uihlein & co. erased a century’s worth of Schlitz’s industry-leading, Milwaukee-born brewing legacy in the '60s and '70s. Don't forget to like, review, and subscribe! Hosted on Acast. See acast.com/privacy for more information.