Saturday, December 29, 2018

Episode 21: The 2018 Pickled Eggs & Cold Beer Holiday Spectacular: Schlitz Malt Liquor with Brendan Roche, Bill Edwards, Mike Mason, and Justin Smith

I. Introduction

"Did you see any Aliens?"
"Well that was a huge waste of time!"

Brendan: “Do you want a beer?”

Eric: “No, I’d like something special.”

Brendan: “How about a Bull?”

Eric: “A Bull?”

Brendan: “Schlitz Malt Liquor, for when you want something a little more special than a beer.”

Bill: [A giant bull crashes into Toilet-Kitchen Studio, killing everyone.]

Everyone: Fin.

Eric: Hey guys, today on Pickled Eggs & Cold Beer we’re talking about Schlitz Malt Liquor.

Today's theme is Fats Waller and His Rhythm’s 1936 “Swingin’ Them Jingle Bells.” 

II. Our Distinguished Guests

III. Rubric, Reviews, and Talking Points

BeerAdvocate: 2.63 of 5 

RateBeer: 1.44 of 5

Untappd: 2.12 of 5

ABV: 5.9%

Ingredients: Citing Barnivore, "Pabst products are brewed using a blend of malted barley and special corn syrup—(Not high fructose corn syrup.) hops, filtered water, and cultured yeast. Our syrup is made of carbohydrates and some simple sugars like dextrose and maltose."

Cost: $ 

Appearance: Good color.  Golden, translucent, largely transparent, a fair amount of head that recedes gradually but steadily, nice Brussels Lace. 

Aroma: Mild, malty, sweet, not wholly unpleasant. Smilin' Mike Mason asserted it had a bitterness similar to a low-end lager. 

Flavor: Leans-sweet, bitter industrial back-end, somewhat inoffensive. 
Authenticity, Marketing, and Other Factors:  The strange shift from the original marketing strategy (aimed in particular to white, upper- and middle-class women) to more masculine consumers, and eventually focused on African-American audiences is fascinating to observe as one reviews old print and audio-visual media.  The end effect is an inarguably successful campaign that reached peak intensity in the 1970s and 1980s, resulting in the steady decline of marketing for Schlitz Malt Liquor OML in recent decades.  The ads, however, at their peak were pretty spectacular.  

Heavy adjuncting means headache territory is nigh-on.  Be wary.

Overall: Bill gave the OML (Original Malt Liquor) a 2.1, Brendan a rating of 2, Clayman a rating of 2.2, Smilin' Mike Mason a 2.5, and Eric a review of 2. Overall? We gave Schlitz Malt Liquor a rating of 2.16 of 5. 

IV. Sponsors

This episode was sponsored by two wonderful local businesses:

Leben Farms of Abingdon, Virginia

Leben Farms is a community supported-agriculture (CSA) program that offers locally grown fresh vegetables in weekly boxes to its members in Southwest Virginia and East Tennessee.  Using organic and regenerative practices to grow nutrient dense food, community-supported agriculture is a food production and distribution system that directly connects farmers and consumers. In short: people buy "shares" of a farm's harvest in advance and then receive a portion of the crops as they're harvested.

Check them out on Facebook or Instagram.


Glade Pharmacy in Glade Spring, Virginia
33472 Lee Hwy, Glade Spring, VA 24340

Locally owned and managed, Glade Pharmacy provides the highest quality pharmaceutical service in the Emory/Glade Spring area.

V. Plugs

Abingdon, Virginia

Norton, Virginia

A Christmas Story (1983)

Die Hard (1988)

Emmett Otter's Jug-Band Christmas (1977)

Richmond, Virginia

by Justin Smith

How the Grinch Who Stole Christmas! (1966)

It's a Wonderful Life (1946)

Santa Fe, New Mexico

A Muppet Family Christmas (1987)

Marion, Virginia

Downtown Knoxville, Tennessee

Scrooged (1988)

Abingdon, Virginia

VI. Selected Readings and Viewings

Clara M. Bradizza, R. Lorraine Collins, Paula C. Vincent, Diana L. Falco. 2006. "It does the job: Young adults discuss their malt liquor consumption." Addictive Behaviors. 31: 1559 – 1577.

Alfred E. Lewis and Martin Weil. September 1, 1981. "Schlitz Upset By Bull's Use In Drug Bust." Washington Post

Frank Kelly Rich. n.d. "Ten Greatest Alcohol Icons of All Time." Modern Drunkard. 

Ronald Theriot. January 5, 2014. "The Malt Liquor Project: Schlitz Malt Liquor." Louisiana Beer Reviews. 

Kihm Winship. April 29, 2012. "Malt Liquor: A History." Faithful Readers. 

VII. Selected Advertisements



c. 1970s or 1980s

c. 1970s or 1980s

c.1970s or 1980s



c. 1981

c. 1980


c. 1980s




c. 1995

c. 1996

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