Trend Watch: “The Schlitz Effect”

If you’re not my age, you probably don’t know Schlitz beer.

But back in the 50s and 60s, it was the No. 2 brand in the U.S.—and “the beer that made Milwaukee famous”—before the brewery hit the skids and never quite made it out of rehab.

My hometown paper reports that Schlitz is back on its feet and being brewed in Milwaukee again.

Who cares, you say, but I think it signals a bigger trend. In these turbulent times, people will begin to reach back into their pasts for brands they can root for and trust.

Before Faith Popcorn declares it first, I hereby decree this social trend “The Schlitz Effect.” And I can’t wait to drink to that when I visit my mom in Wisconsin over Mother’s Day.