American beer drinkers lament demise of iconic brand after 177 years as many cite 'mistake'

Schlitz beer is being discontinued after 177 years due to declining sales and increased costs, with many citing a formula change as the beginning of the end for the brand. The company changed hands over the years, with Pabst acquiring Schlitz in 1999. Sales of Schlitz steadily declined beginning in the 1970s.