Schlitz Beer was founded in the 1850’s by Joseph Schlitz of
Milwaukee. For the next 120 years, Schlitz Brewery grew into the beer
of the American working man. It’s well known slogan, “The Beer that
made Milwaukee famous,” tied in well with its blue collar appeal.

In
1963, Schlitz Brewing introduced Schlitz Malt Liquor in 8-ounce cans
bearing the stylized image of a bull. Initially targeted to the yuppie
set, Schlitz had to recast their brand once it failed to take hold.
By
the mid 70’s the marketing schemes were clearly defined, Schlitz Beer
was for the American man, the man that reads Playboy, sails, and lives
in a 2 story Colonial with a picket fence. Whereas Schlitz Malt Liquor
would be aimed at African-Americans.

Northwestern
High School in Liberty City, Miami, Florida is one of the best football
teams in the country year in, year out. They are known as “The Bulls,”
and their logo closely resembles Schlitz’s Malt Liquor Bull.