The presence of Schlitz beer in Florida is clearly shown through advertisements and signs that they shipped the Brew down here starting in the early part of the 19th century and probably before. At one point they shipped their beer down to be bottled here in Florida at Jacksonville, Miami and Tampa. I am unsure on those dates but the IRTP labels suggest they were bottled before 1950.
As the population of Florida started to expand so did there quench for thirst. Florida became ripe for Brewery Expansions from the North. Since the majority of the people living in Florida were either transplants from the North or tourists staying longer than 6 months, it was logical that the Brewery’s would follow. A true Floridian (Home-grown) was a rarity. That is not the case today with younger generations mostly becoming “True Floridians”. I knew an elderly Lady (God rest Her Soul) Katherine Hurst who was 86 years a “True Floridian”. We were standing around talking about the weather. She stated “Anyone down here predicting the weather is either a Damned Fool or a Yankee”. I’ll always remember that one. Hey I’m originally from Indiana.
With that need for a nationally known Brew that could saturate the market with quality low priced Beer in Florida, the Jos. Schlitz Brewing Co. bought 54 acres of land on 30th street just south of Fowler Ave. in Tampa. At the time 30th street was just a dirt road, now it is a paved 4 lane roadway with a center turn lane. In 1957, Robert A. Uihlein Jr, Vice President for the Schlitz Brewery had a ceremonial announcement and did the first shovel turn in the sand on that property to start construction.
In February of 1959 Uihlein Jr. with Sol Abrams (general manager) and other officials greeted guests to a 5-day Grand Opening celebration. The state of the art Brewery would encompass 400,000 square feet and would eventually brew over 1.6 million barrels of Beer. (1993 figure). They probably started out at a lot less and gradually built up as supply and demand and distribution expanded. Lots of questions here, such as whom were there first brewmasters? How much beer was being produced? Any special Brews contracted out? Any of your knowledge, either an article you know about or first hand knowledge would be greatly appreciated.
 Very common Post Card These were sold at the Brewery for at least 10 years. I have one unused, one postmarked 1962, 1966, and 1969 and I have seen them postmarked in the 70's |
Schlitz being a National Brand, collecting Tampa items from this Brewery are less than the local Breweries. There’s a lot of trays, signs, coasters, etc.….out there, but they are Nationally made with Tampa included in a long list of Schlitz owned brewery’s. I am only collecting items that pertain to this Brewery including “Brewed at Tampa” and “Brewed in Florida”, or pictures pertaining to the Plant at 11111N 30th St., Tampa.
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 "easy opening ALUMINUM SOFTOP" Top of Can shown next picture |
 "easy opening ALUMINUM SOFTOP" Top of Can |
 16oz Flat Top Can also easy opening ALUMINUM SOFTOP |
The 60’s and early 70’s were a prosperous time for Schlitz. A huge cutback in advertising and fierce competition started to take a toll on the popularity of Schlitz in the later 70’s. A huge “Hit” came in 1976 when the Tampa Plant and also the Memphis Plant produced “Hazy Beer”. The Brewery’s were forced to dump millions of bottles of Beer. That kind of public relation’s debacle would send sales spiraling down. The competitions growing in Brewing Beer started to avalanche out of control for some and expand for others starting it the 80’s.
In 1982 Stroh’s purchases the Joseph Schlitz Brewing Co. and its Tampa plant. Antitrust laws forced Stroh to sell the Tampa plant among others to Papst. (5) The St. Pete times reported on Nov 13 1987 (6) that Stroh had traded the Tampa brewery to Pabst for that company’s St. Paul, Minn. Brewery.
Papst operated the plant until 1986
In November of 1987 Strohs reacquired the Tampa Plant from Papst with a deal to Brew Stroh’s and Pabst products (6) at the plant. In July of 1988 Stroh’s officially opened the plant (5) led by Chairman Peter Stroh and in attendance was Governor Bob Martinez. The same year 1988 saw Corona hit the market with a 83% increase in sales with it’s “Mexican-made yuppie phenomenon”(5)
In October of 1989 rumors had it that Coors was looking to buy the assets of Stroh’s for $425 million.(7) which turned out to be false?
Plant Manager at this time was Otto H. Wiesneth (8) Brewed
