Stroh's Schlitz Brand Targets Over-40 Crowd in National Push

DETROIT – While most beer marketers go after the entry-level drinker, Stroh Brewery Co. is content pitching its Schlitz brand to what can be considered the senior citizens of the beer-drinking population.
Once the best-selling brew in the U.S. but now only a minor player, Schlitz for the first time in years is being advertised nationally in an effort to pump up sales among its biggest market – the over-40 crowd.
‘We think the guy 40 years old and over has some recollection of Schlitz as a premium beer,’ said Ed Kopecky, Schlitz brand director.