In an obvious attempt to squeeze its way into the highly lucrative hipster market, the Joseph Schlitz Brewing Company has reintroduced its 1960's formula with all its kitsch value intact.
I'm sure it's been excruciatingly painful to watch Pabst Blue Ribbon get all the attention from the young and beautiful throngs--although my father's been enjoying PBR as of late and he's 79 years old and beautiful, so I guess they could shot for that market, too.
Schlitz has been hosting its "Go for the Gusto" events since May 22, but only in Illinois and Minnesota. The official reintroduction event in Milwaukee--and in all of Wisconsin, for that matter, because apparently IL and MN are more important than the company's traditional home state--thanks for that--is today at Libiamo Restaurant, 221 W. Galena Street, starting @ 11AM. Let the battle begin!