Sharp-eyed readers will recall that earlier this year reference was made to the recently resurrected Orville Redenbacher’s starring role in a new popn’ corn campaign that’s been referred to as “Deadenbacher”. Ouch!

In what I call nostalgia gone nuts, Schlitz is back, and guess what? This time around it’s positioned as a “premium” lager, which for someone with a memory of the original (me) ranks it right up there with Busch Lite and Old Milwaukee.

In 1976, the Jos. Schlitz Brewing Company was 2nd in the country, but shortly thereafter cost cutting led to skunky beer and the century-plus brewery bowed out to the flickering image of their final way less than effective tv campaign, quickly dubbed “Drink Schlitz Or I’ll Kill You” by ad industry types. Stroh’s acquired the brand and it’s now back in bottles, running in Florida and Minnesota test markets.