Old Milwaukee
From Wikipedia, the free encyclopedia
Old Milwaukee is an American lager-style beer currently brewed under contract by Joseph Schlitz, and owned by Pabst Brewing Company. The Old Milwaukee marquee is used by a family of products which includes Old Milwaukee, Old Milwaukee Light, Old Milwaukee Ice, and Old Milwaukee Non-Alcoholic. The entire Old Milwaukee family is sold under the slogan of "It Doesn't Get Any Better Than This!".
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[edit] History
Old Milwaukee was first created in 1955 as a low-priced beer by the Joseph Schlitz Brewing Company. In 1982, the Schlitz Brewing Company and the Old Milwaukee brand were acquired by Stroh Brewery Company of Detroit. In 2000, Strohs and all of its beer brands and recipes were acquired by Pabst Brewing, which included the Old Milwaukee brand. Old Milwaukee is now brewed under license by Miller Brewing. All Old Milwaukee products have won top honors at the Great American Beer Festival at one point or another.
[edit] Advertising
In the early 1990s, a group known as the Swedish Bikini Team, which consisted of scantily-clad blonde models, was featured in a series of Old Milwaukee ads. According to their commercials, when males vacationing in the mountains, on the beach, or in the water became bored and thirsty, the Swedish Bikini Team miraculously arrived to rescue them from their funk by providing Old Milwaukee Beer and the companionship of beautiful bikini-clad women. Although received fondly by many appreciative male viewers (who saw the spots as spoofs of all beer commercials), the Swedish Bikini Team was maligned by those who felt the commercials' slogan "It doesn't get better than this!" associated "sexual conquest with drinking". [1]
In 1991, the Center for Science in the Public Interest pronounced the ad "unfair, misleading and irresponsible." Female employees of the Stroh Brewery filed a lawsuit against their employers stating that their ads (which portrayed women as "giggling, jiggling idiots who have large breasts and small minds") helped foster a work environment that encouraged sexual harassment.
The Hal Riney & Partners Ad Agency in San Francisco created the Swedish Bikini campaign in 1991. It ran for less than a year before social pressures forced Old Milwaukee to drop the campaign.
[edit] Sponsorships
Old Milwaukee is a sponsor of the Alan Warren Outdoors Show. Old Milwaukee Light is a sponsor of the Country Concert festival in Fort Loramie, Ohio, and also has a car in the IPower Dash Racing Series.
[edit] World Beer Cup
Old Milwaukee Light was awarded the Gold medal in the category American-Style Light Lager at the 2008 World Beer Cup. [2]
[edit] Alcohol Content/Nutritional Value
| Type | % Alcohol by Weight | % Alcohol by Volume | Carbs | Calories |
|---|---|---|---|---|
| Old Milwaukee | 3.6 | 4.6 | 12.5 | 145 |
| Old Milwaukee Light | 3.1 | 3.9 | 8.3 | 110 |
| Old Milwaukee Ice | 4.6 | 5.9 | 14.4 | 179 |
| Old Milwaukee Non-Alcoholic | 0.3 | 0.4 | 12.1 | 58 |
ice now 5.5/vol
