After 40 Years, Blue-Collar Brew Schaefer Slips Back Into New York Wearing Fancy New Clothes

Pabst will make the 178-year-old lager in the upstate town of Utica

The updated Schaefer is a cleaner, more refined version of its old Brooklyn self. Courtesy of Schaefer

As New York City lost its industrial base after World War II and entered its painful decline, locals said goodbye to one great brand after another. Brillo soap pads left for Ohio in 1955. Squibb pharmaceuticals packed up a year later, as did Eberhard Faber, makers of the famous Mongol no. 2 pencil. In 1957, the Brooklyn Dodgers walked away from Ebbets Field, boarding the train for Los Angeles.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.