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PBS Wisconsin Original
production.

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>> Blistering temperatures
take over the state as

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extreme heat warnings leave
people finding relief

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outdoors and in. I'm
Frederica Freyberg tonight

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on "Here& Now" a dive into
primary election races with

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political panelists Bill
McCoshen and Scot Ross.

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[MUSIC]
stewardship fund could

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carry weight into November.
As vaccine misinformation

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spreads. We look at the
state's numbers over time

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and the end of an era for
Schlitz beer brings

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reflection and nostalgia.
It's "Here& Now" for July

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3rd.
>> Funding for Here and Now

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is provided by the Focus
Fund for Journalism and

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Friends of PBS Wisconsin.
>> Along with the weather,

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the heat is also on in
Wisconsin's primary

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election campaigns. With
just about six weeks to go

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before the August 11th
runoffs. There are

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congressional races like in
the seventh and Third

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districts to watch, and the
race for governor, where

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six Democrats are still
vying to be chosen to take

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on the leading Republican
in the race. As the

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campaigns heat up, we turn
to political panelists

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Republican Bill McCoshen
and Democrat Scot Ross. And

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thanks for being here, guys.
>> Thanks for having us.

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>> So first to you, Scott.
With absentee ballots going

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out and now being arguably
into the final stretch, who

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is breaking through on the
Democratic side for

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candidates for governor and
why?

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still could be anybody's
ball game. There's a lot of

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spending going on right now.
I guess, you know, they say

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it's not a sprint. It's a
marathon. But we have

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crossed the 20 mile marker
and we're getting to the

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point where people are
going to have to start

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making up their minds about
who their candidates are

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going to be. I think the
Democrats have an

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think they are fighting.
You know, they're they're

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running down downhill
because the Republicans are

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so in trouble because of
the record of, of, of

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Donald Trump and the fact
that their nominee, Tom

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Tiffany, is a radical
extremist who is completely

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and totally tied to Trump
in every single way.

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>> So, Bill, do you want to
respond to that?

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>> I don't agree that
there's it's anybody's

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ballgame. 1 has already
dropped out. Missy Hughes I

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wouldn't be surprised if
two more dropped out in

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July. We got 38 days to go.
I think it's really three

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people who are seriously in
contention to win this.

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It's Francesca Hong
legislator from Madison,

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Mandela Barnes, former
lieutenant governor and

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current Lieutenant governor
Sarah Rodriguez. I think

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those are the only three
who have a legitimate shot

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to win at this point, based
on all the polling. We will

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have a new Marquette poll
out in about ten days here

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in Wisconsin that will sort
of tell give everyone the

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picture of where things are
at. But what we know from

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private polls and some
other publicly released

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polls is those are the top
three. And Hong is the one

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that's surging at this
point.

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Hong Scott, what do
Democratic strategists make

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of Democratic socialists?
>> I mean, listen, for the

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last 50 years, when a
Democratic elected wants to

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spend money that's not on
tax cuts for rich people or

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corporations. Bill's party
calls them socialists. They

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call them welfare. They
call them worse. I mean,

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for God's sakes, they were
calling his old boss, Tommy

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Thompson, signature
achievement BadgerCare here

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in Wisconsin Welfare.
That's what the speaker of

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the Assembly was calling it.
So, you know, we're a big

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tent. And the fact is, is
that when it comes to

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people's expenses, when it
comes to gas prices,

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Republicans are a failure
for Wisconsinites, a

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failure for America. That's
why Democrats are going to

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win this election in the
fall, not because of labels

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that Republicans have been
putting on us for 50 years.

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Anyhow.
that label on her.

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>> Well, I mean, Democrats.
>> Are owning it and

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proudly owning it. And I
think that's actually

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worked to Francesca Hong
advantage. I mean, she's

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gone on national podcasts
with a guy named Hassan

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Piker, who's got several
million followers, and she

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raised 100 grand in one day.
Why? She's the boldest

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progressive in the race.
She's willing to say what

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others are not willing to
say, and she's willing to

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be a democratic socialist.
And and none of the others

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have attacked her for that.
I can guarantee you, Tom

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Tiffany is going to
contrast with her if she

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ends up getting through the
primary in 38 days.

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>> I mean, Tiffany has been
attacking Barnes and Hong

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the entirety of his
campaign and again.

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>> Which I think is smart.
>> Yeah, of course. But,

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you know, let's let's not
kid ourselves. Tom Tiffany

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was on a podcast last week
with a book burner who says

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that foreign governments
are turning our kids trans.

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So like, if we want to, if
we want to talk about the

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internet and who is
appearing on internet

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fight that Democrats.
have 13 Democrats in the

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Congress who have signed up
to sort of fight the

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Democratic Socialists.
That's less than 10% of the

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Democratic members of the
So it is a it is a tough

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line to hoe right now for
Democrats. They're not sure

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if they should be with the
socialists. Guys like J.B.

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Pritzker have come out in
favor. Said, we need more

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socialists in our party.
That's stunning to me.

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>> I think the thing you
think about that is that

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all the all the candidates
who are calling themselves

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Democratic socialists and
the ones who have been

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elected are all younger,
they're all millennials.

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They're all the ones who
are staring up, standing up

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to the gerontocracy that is
the Democratic Party with

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our 75 year old Senate
Majority Leader, Chuck

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Schumer, Senate Minority
Leader Chuck Schumer. So I

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think it's you know,
ideologically, Democrats

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are all in the same, are
all in the same camp, which

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is we want fully funded
schools. We want access to

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affordable health care. We
want to protect our clean

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air and water. We want our
civil liberties. And we

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don't want ICE Gestapo, you
know, disappearing 38

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people in Wisconsin
yesterday.

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up in two words. They want
bold progressivism. And

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that's why Hong's in the
game. Eight years ago, when

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Tony Evers won this primary
with 42%. By the way, the

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winner of this will not
come close to that number.

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She would have been a
fringe candidate today.

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She's got a chance to win
it.

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>> Super interesting. So
Bill, who would Tom Tiffany

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most want as a general
election opponent and who

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would he be afraid of?
>> I think he would have

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been most concerned about
those that are not going to

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make it to the finish line.
Believe it or not, I think

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Democrats decided that the
sort of more moderate who

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can appeal to trade union
guys or sort of the

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moderate old school
Democrats, they're not

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going to make it to the
finish line in this race.

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So all three of those who
we've both agreed are sort

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of in the front of the pack
are pretty progressive. And

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that's a good contrast for
Tiffany. So I don't think

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he has a problem with any
of the three top tier

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candidates.
>> Tom, Tiffany's biggest

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problem is not who he's
going to face, but the fact

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that he's on the ballot at
all. This is a guy who took

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money out. He took food out
of the mouths of children

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to give billionaires tax
breaks. He wants a national

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abortion ban. He took $300
billion from rural health

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care. So rural Wisconsin,
when your hospitals are

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closing, you can thank Tom
Tiffany for that. And he he

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supports the $2 billion
payoff for the January 6th

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terrorist terrorist
insurrectionists. So this

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is a guy who is radically
out of touch with where

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Wisconsin folks are,
especially now when prices

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are higher than they've
ever been. Gas prices are

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higher than they've ever
been because of the war of

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choice in Iran. And the
fact that Trump is making

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billions of dollars while
people can't afford food.

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>> The landscape is
challenging for a sitting

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congressman in this cycle.
There's no question about

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that. But I think Tom
Tiffany can easily make the

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contrast between common
sense and crazy. And I

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think most Wisconsin voters
will side with common sense.

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>> He's trying a makeover.
It's not going to work. He

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scrubbed his website before
he got in the race. And you

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know, he can't hide from
his record. He can't run

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from it as much as he ducks
the media. He cannot run

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from it.
third and seventh

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congressional races, will
carry the day? Of course,

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in the primary, presumably.
But in the general.

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>> Both of those seats lean
red. Remember, our

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congressional maps were not
changed. These are the same

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ones that have. We've run
on for the last couple of

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cycles, which means Derrick
Van Orden should be

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considered the favorite.
He's the incumbent, and it

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means that the Republican.
Whomever comes out of the

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primary in 38 days should
be the favorite in the

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seventh. I think Donald
Trump is going to help

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Derrick Van Orden. I think
he's going to be in western

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Wisconsin once or twice. I
think. JD. Vance will be. I

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think Donald Trump will
ultimately help in the

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seventh. But I think they
also don't want to have to

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spend too many resources up
there. That's kind of a

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messy primary, which is
unfortunate. On our side

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between Kevin Herman and
former Iranian hostage and

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successful businessman and
and young man Michael

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Alfonso, who did get the
president's endorsement.

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You know, my hope is that
Republicans sort of put

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down their arms and stop
the circular firing squad

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that's going on on that,
because I think either

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would be ultimately a great
congressperson. But but

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right now, it's pretty
messy for the Republicans.

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>> Scott, what are the next
six weeks look like in

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these races?
>> I think the next six

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weeks are in the third and
the seventh day. I think

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you're going to see
Republicans ducking the

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media. Derrick Van Orton is
just terrified of going

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before any sort of camera.
You know, that's not, you

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know, some right wing
podcaster. I think that he

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is the one who is in the
most trouble, you know,

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whoever comes out of the
primary. And obviously, you

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know, there's Rebecca Cooke
who has a massive

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fundraising advantage, and
Emily Berg, who's who's the

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councilman up in Eau Claire.
I think either one of them

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contrasts great against the
record of of Derrick Van

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Orden. I mean, he's been,
you know, if Tom Tiffany

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wasn't in Congress, he'd be
our most extremist member

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of Congress. So I think
that he's got a lot of he's

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got a lot to answer for.
And I think the voters are

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going to hold him
accountable for that.

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>> All right. We need to
leave it there. We'll

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circle back with you both
before the primary and

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after, of course, Bill
McCoshen Scot Ross. Thank

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you.
>> Thanks for having us.

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>> A long standing state
conservation program

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expired this week for more
than 35 years, Wisconsin

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outdoor recreation and land
projects have been created

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and maintained by a program
called the Knowles Nelson

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00:10:06,039 --> 00:10:09,943
Stewardship Fund. Created
in 1989 by then Governor

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00:10:10,010 --> 00:10:12,412
Tommy Thompson and the
state legislature. It has

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been a successful
bipartisan fixture for

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protecting natural areas.
However, recent changes to

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who can veto new projects
led to the Republican

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decision to not renew its
funding in the last budget.

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Charles Carlin of Gathering
Waters Wisconsin Alliance

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for Land Trusts is hoping
the next legislature can

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still make it happen.
>> The Wisconsin landscape

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and the outdoor recreation
infrastructure that we have

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in Wisconsin simply
wouldn't be here today

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without the successes of
the Knowles Nelson

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Stewardship Program. The
program has been operating

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for over 35 years, has
helped us permanently

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protect more than 650,000
acres of land, most of

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which is open for public
recreation. Getting out

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there, bird watching, going
hunting, going for a hike

231
00:11:03,063 --> 00:11:07,034
with your family, and every
single neighborhood in the

232
00:11:07,100 --> 00:11:10,370
state has been touched by
Knowles Nelson. It's not an

233
00:11:10,437 --> 00:11:14,474
exaggeration. You know,
are within a mile of a

234
00:11:14,541 --> 00:11:17,110
Knowles Nelson investment.
So these are the trails

235
00:11:17,177 --> 00:11:20,214
that we walk and bike on,
the beach fronts where we

236
00:11:20,280 --> 00:11:22,449
go swimming, the wheat
harvesters that help keep

237
00:11:22,516 --> 00:11:25,152
our lakes clean, the
playground equipment that

238
00:11:25,219 --> 00:11:28,956
our kids play on at local
parks. All of this is made

239
00:11:29,022 --> 00:11:31,558
possible by the Knowles
Nelson Stewardship Program,

240
00:11:31,625 --> 00:11:34,161
land that has been
protected with Knowles

241
00:11:34,228 --> 00:11:37,998
Nelson is permanently
protected. Nothing is going

242
00:11:38,065 --> 00:11:43,303
to undo that. What it means,
however, moving forward is

243
00:11:43,370 --> 00:11:46,773
if we need a new segment of
the Ice Age trail or the

244
00:11:46,840 --> 00:11:49,810
North Country Trail,
there's no state money to

245
00:11:49,877 --> 00:11:53,347
make that happen. And then
all of that stuff that we

246
00:11:53,413 --> 00:11:56,884
need to get out and enjoy
the places that make

247
00:11:56,950 --> 00:11:59,453
Wisconsin special. So a
trailhead to park your car

248
00:11:59,520 --> 00:12:02,356
at, a kiosk that shows you
the map of where you're

249
00:12:02,422 --> 00:12:05,592
going to go walk the boat
launched, put your kayak or

250
00:12:05,659 --> 00:12:09,229
your fishing boat in the
water as that stuff ages

251
00:12:09,296 --> 00:12:12,833
and needs to be repaired.
We have now shot ourselves

252
00:12:12,900 --> 00:12:16,303
in the foot and taken away.
Really our only significant

253
00:12:16,370 --> 00:12:19,973
source of funding to to do
that, to take care of that

254
00:12:20,040 --> 00:12:22,109
infrastructure. This
doesn't have to be Knowles

255
00:12:22,176 --> 00:12:24,645
Nelson is done forever. So
what's happened is the

256
00:12:24,711 --> 00:12:28,315
money has run out, but the
program stays on the books.

257
00:12:28,382 --> 00:12:31,418
So all of the laws that
guide it are there. The DNR

258
00:12:31,485 --> 00:12:34,421
staff who administer the
program are still there.

259
00:12:34,488 --> 00:12:37,624
What we need is for the
legislature to come back

260
00:12:37,691 --> 00:12:41,595
and invest money in the
program so that it can get

261
00:12:41,662 --> 00:12:44,965
moving again. Knowles
Nelson costs each Wisconsin

262
00:12:45,032 --> 00:12:49,069
resident about $11. So I
took my kid to fish fry at

263
00:12:49,136 --> 00:12:51,939
Culver's the other week,
and I think it was about

264
00:12:52,005 --> 00:12:56,743
$15 each. This is a value
we can afford. Our November

265
00:12:56,810 --> 00:13:00,714
elections are going to have
really real consequences

266
00:13:00,781 --> 00:13:04,818
for what kind of latitude
the legislature has to fund

267
00:13:04,885 --> 00:13:06,019
Knowles Nelson again, and
what priorities they'll

268
00:13:06,086 --> 00:13:09,323
choose.
>> Turning to health news,

269
00:13:10,023 --> 00:13:13,493
a new Kaiser Family
Foundation survey shows

270
00:13:13,560 --> 00:13:17,798
adults with a higher usage
of AI chatbots are more

271
00:13:17,865 --> 00:13:21,802
likely to believe false
information about vaccines.

272
00:13:21,869 --> 00:13:25,205
Overall, child vaccination
rates have decreased

273
00:13:25,272 --> 00:13:28,509
globally since the pandemic.
But as “Here& Now” student

274
00:13:28,575 --> 00:13:31,411
journalist Elijah Pines
points out, vaccination

275
00:13:31,478 --> 00:13:34,348
rates have been decreasing
and Wisconsin parents

276
00:13:34,414 --> 00:13:38,619
seeking waivers increasing
since the mid 80s.

277
00:13:38,685 --> 00:13:40,854
>> Wisconsin student
immunization law mandates

278
00:13:40,921 --> 00:13:43,323
that any student wanting to
enter the public school

279
00:13:43,390 --> 00:13:45,792
system must have the
required vaccines. If a

280
00:13:45,859 --> 00:13:47,594
student doesn't meet the
requirements, parents may

281
00:13:47,661 --> 00:13:51,565
be charged up to $25 per
day. Their child is

282
00:13:52,232 --> 00:13:54,501
noncompliant, but no one in
Wisconsin has been fined

283
00:13:54,568 --> 00:13:57,104
under the statute that
mandates compliance since

284
00:13:57,171 --> 00:14:00,307
at least 2018, which is as
far back as court data

285
00:14:00,374 --> 00:14:03,043
tracks charges. Children
can instead get a waiver

286
00:14:03,110 --> 00:14:05,812
and be exempt from
vaccination if there is a

287
00:14:05,879 --> 00:14:08,916
medical or religious reason,
or for reasons of personal

288
00:14:08,982 --> 00:14:11,485
conviction. A personal
conviction waiver is when a

289
00:14:11,552 --> 00:14:13,954
parent believes their child
should be exempt from a

290
00:14:14,021 --> 00:14:18,025
vaccine. Wisconsin is one
of 19 states that allow for

291
00:14:18,091 --> 00:14:20,227
personal conviction waivers,
and their popularity has

292
00:14:20,294 --> 00:14:23,297
been steadily rising over
the past couple of decades.

293
00:14:23,363 --> 00:14:25,465
At the same time, the
number of students up to

294
00:14:25,532 --> 00:14:28,368
date on required vaccines
has gone down. For public

295
00:14:28,435 --> 00:14:32,039
health advocates, the
numbers are concerning, but

296
00:14:32,105 --> 00:14:34,975
vaccination rates in public
health is more nuanced than

297
00:14:35,042 --> 00:14:38,145
numbers alone. For starters,
despite personal conviction

298
00:14:38,212 --> 00:14:41,014
waivers going up, the vast
majority of students get

299
00:14:41,081 --> 00:14:46,019
the required vaccines 86.4%
in the last school year.

300
00:14:46,086 --> 00:14:48,188
Still, fewer students are
meeting requirements than

301
00:14:48,255 --> 00:14:51,091
they used to. One reason is
because there are more

302
00:14:51,158 --> 00:14:53,961
required shots than there
were when the law was first

303
00:14:54,027 --> 00:14:58,098
introduced from three
required vaccines in 1975

304
00:14:58,165 --> 00:15:00,868
to 7 required vaccines.
Today, any time there has

305
00:15:00,934 --> 00:15:03,203
been a change in
requirements, compliance

306
00:15:03,270 --> 00:15:06,373
goes down. These numbers
also track all required

307
00:15:06,440 --> 00:15:08,976
vaccines, both who's
waiving some and who is

308
00:15:09,042 --> 00:15:13,714
waiving them all. Last year,
only 1.3% of students had

309
00:15:13,780 --> 00:15:15,883
waivers exempting them from
all vaccines, and that's

310
00:15:15,949 --> 00:15:18,218
lower than it was in the
previous year. Ultimately,

311
00:15:18,285 --> 00:15:20,554
the state's job to control
public health has to

312
00:15:20,621 --> 00:15:23,657
respect individuals
decisions, and a parent can

313
00:15:23,724 --> 00:15:26,693
only control what's best
for their own child. So how

314
00:15:26,760 --> 00:15:28,996
can parents make the best
choice when there's fewer

315
00:15:29,062 --> 00:15:32,499
vaccines? Protecting the
public? According to

316
00:15:32,566 --> 00:15:34,868
Wisconsin DHS, the best
answer is talking with the

317
00:15:34,935 --> 00:15:37,704
child's doctor, saying
public health and health

318
00:15:37,771 --> 00:15:40,474
care providers across the
state are here to help

319
00:15:40,541 --> 00:15:43,143
families break down these
barriers to keep families

320
00:15:43,210 --> 00:15:46,213
safe from vaccine
preventable diseases.

321
00:15:46,280 --> 00:15:49,283
Reporting from Madison. I'm
Elijah Pines for "Here&

322
00:15:49,349 --> 00:15:52,452
Now".
>> It's a bittersweet start

323
00:15:52,519 --> 00:15:56,723
to summer for beer lovers
as Pabst Brewery taps out

324
00:15:56,790 --> 00:16:01,628
on production of one of its
most iconic brands. Schlitz.

325
00:16:01,695 --> 00:16:05,165
Some of the founding family
continue to have ties to

326
00:16:05,232 --> 00:16:08,535
Wisconsin. Tonight, Murv
Seymour takes us inside

327
00:16:08,602 --> 00:16:12,506
their private collection
and to a southwestern

328
00:16:12,573 --> 00:16:15,008
Wisconsin brewery that has
gone back in time to honor

329
00:16:15,075 --> 00:16:17,978
Schlitz as it ends
production.

330
00:16:18,579 --> 00:16:22,482
>> It is a long history
that almost 180 years old.

331
00:16:22,549 --> 00:16:24,852
>> To learn the story of
Schlitz, we went to the

332
00:16:24,918 --> 00:16:26,520
Milwaukee neighborhood
blocks from its earliest

333
00:16:26,587 --> 00:16:28,589
beginnings.
>> The Schlitz story

334
00:16:28,655 --> 00:16:33,227
actually starts with
anybody named Schlitz was a

335
00:16:34,228 --> 00:16:37,798
young German immigrant.
August Krug.

336
00:16:38,398 --> 00:16:40,434
publicly seen Schlitz
archives.

337
00:16:40,501 --> 00:16:42,603
>> What we have in the
Schlitz archive is really

338
00:16:42,669 --> 00:16:47,841
an amazing collection of
artifacts, advertising,

339
00:16:47,908 --> 00:16:50,110
photographs.
>> Old films, cassettes,

340
00:16:50,177 --> 00:16:52,412
original Schlitz artwork.
It's all part of the

341
00:16:52,479 --> 00:16:54,548
private collection of the
Uihlein family who helped

342
00:16:54,615 --> 00:16:57,017
give birth to the Schlitz
brand.

343
00:16:57,084 --> 00:17:00,254
>> It was the largest lager
brewing company in the

344
00:17:00,320 --> 00:17:01,955
world, and definitely the
largest company in the

345
00:17:02,022 --> 00:17:04,791
United States.
>> John Eastberg oversees

346
00:17:04,858 --> 00:17:07,294
this rare collection.
>> This is one of the

347
00:17:07,361 --> 00:17:11,498
earliest photographs taken
of this neighborhood, where

348
00:17:11,565 --> 00:17:13,934
the Schlitz Brewing Company
originally started. This

349
00:17:14,001 --> 00:17:17,271
would be where the Fiserv
Forum is and where the

350
00:17:17,337 --> 00:17:21,542
bucks play today. August
Krug had hired a bookkeeper

351
00:17:21,608 --> 00:17:25,345
by the name of Joseph
Schlitz, and when Krug died

352
00:17:25,412 --> 00:17:29,216
in 1856, his widow, Ana
Krug, married the

353
00:17:31,485 --> 00:17:34,855
bookkeeper and became Ana
Krug Schlitz.

354
00:17:34,922 --> 00:17:37,057
>> Artifacts along the
walls and on the shelves of

355
00:17:37,124 --> 00:17:39,993
this 2500 square foot space
chronologically pieces

356
00:17:40,060 --> 00:17:41,728
together a story.
>> This is one of my

357
00:17:41,795 --> 00:17:44,798
favorite pieces in our
archive.

358
00:17:45,432 --> 00:17:49,303
spreadsheet from 1889, made
by then bookkeeper and

359
00:17:49,369 --> 00:17:53,073
largest Schlitz shareholder
Auguste Uihlein Ana Krug

360
00:17:53,140 --> 00:17:57,044
Schlitz nephew.
>> So he took two pieces of

361
00:17:57,110 --> 00:17:59,780
Joseph Schlitz Brewing
Company letterhead, glued

362
00:17:59,847 --> 00:18:02,950
them together, and then
detailed the output of all

363
00:18:03,016 --> 00:18:06,653
of his local competitors,
but also his national

364
00:18:06,720 --> 00:18:10,424
competitors. He is listing
all the different breweries

365
00:18:10,490 --> 00:18:13,160
across America, and then
Schlitz is at the very

366
00:18:13,227 --> 00:18:15,696
bottom.
>> Just over a decade later,

367
00:18:15,762 --> 00:18:18,332
Schlitz would rise to the
top of the list.

368
00:18:18,398 --> 00:18:21,602
>> Each piece is another
piece to the puzzle of a

369
00:18:21,668 --> 00:18:25,539
company that essentially
started in 1849 and is run

370
00:18:25,606 --> 00:18:28,942
in one way, shape, or form
all the way to 2026.

371
00:18:29,009 --> 00:18:31,211
>> There are original ads
used during prohibition,

372
00:18:31,278 --> 00:18:34,281
when beer companies were
simply trying to survive.

373
00:18:34,348 --> 00:18:37,584
Schlitz launches its own
brand of nonalcoholic beers,

374
00:18:37,651 --> 00:18:41,221
sodas and candies.
>> Their idea was to

375
00:18:41,855 --> 00:18:46,493
produce high quality
chocolate, and they built a

376
00:18:46,560 --> 00:18:50,130
specific plant for it. They
created very attractive

377
00:18:50,197 --> 00:18:54,768
packaging and advertising.
Pabst went into a processed

378
00:18:54,835 --> 00:18:59,840
cheese product, and the
Uihlein created the Uihlein,

379
00:19:01,175 --> 00:19:05,212
spelled phonetically. ELINE
candy company.

380
00:19:05,279 --> 00:19:07,514
>> You have to have a
mission in life.

381
00:19:07,581 --> 00:19:10,150
>> If you think the Uihlein
Schlitz collection is sweet.

382
00:19:10,217 --> 00:19:12,853
>> In my case, I'm
reserving the the past of

383
00:19:12,920 --> 00:19:15,122
Schlitz.
>> Wait until you see the

384
00:19:15,189 --> 00:19:18,225
Schlitz that sits 35 miles
to the west.

385
00:19:18,292 --> 00:19:20,861
>> Each one is a specific
category on the history of

386
00:19:20,928 --> 00:19:23,197
the brewery. I believe
there's close to a thousand

387
00:19:23,263 --> 00:19:26,099
bottles in this room. I
don't know of any other

388
00:19:26,166 --> 00:19:29,169
collection of Schlitz
bottles that is this large.

389
00:19:29,236 --> 00:19:33,640
1902 Schlitz became the
largest brewery in the

390
00:19:33,707 --> 00:19:37,678
world, brewed the most beer,
sold the most beer, and

391
00:19:37,744 --> 00:19:41,215
then they created this
piece of advertising. This

392
00:19:41,281 --> 00:19:45,586
is what we call a fat man.
And the caption is I rule

393
00:19:45,652 --> 00:19:49,089
the world. In other words,
they control the market in

394
00:19:49,156 --> 00:19:51,425
the world.
>> He owns one of only a

395
00:19:51,491 --> 00:19:54,194
few of the original fat man
figures.

396
00:19:54,261 --> 00:19:58,899
>> This is probably 1905
1910. Best of my knowledge,

397
00:19:58,966 --> 00:20:01,835
there's only 3 or 4
surviving.

398
00:20:01,902 --> 00:20:05,706
>> 85 years.
>> Jung outdoor saloon sign,

399
00:20:06,273 --> 00:20:10,177
probably 1870 1875.
>> Collector Leonard

400
00:20:11,144 --> 00:20:13,313
Jurgensen admits.
>> That's a stained glass

401
00:20:13,380 --> 00:20:16,383
window out of a saloon in
Chicago.

402
00:20:16,450 --> 00:20:19,820
>> He has a problem.
>> Plate glass window right

403
00:20:19,887 --> 00:20:23,257
out of the general offices.
The front window collecting

404
00:20:23,323 --> 00:20:26,793
is an addiction. If I've
never seen it before, I

405
00:20:26,860 --> 00:20:29,730
have to have it.
>> What started out as one

406
00:20:29,796 --> 00:20:32,666
simple piece of Schlitz
memorabilia has grown into

407
00:20:32,733 --> 00:20:35,102
thousands in almost 50
years.

408
00:20:35,169 --> 00:20:38,338
>> I just started to
collect out of curiosity.

409
00:20:38,405 --> 00:20:42,009
>> And counting.
>> First known beer case

410
00:20:42,075 --> 00:20:44,678
Schlitz bottle beer.
There's not a piece that I

411
00:20:44,745 --> 00:20:48,549
have here that I can't tell
you why it was created,

412
00:20:48,615 --> 00:20:51,151
when it was created and
what was the reason for it?

413
00:20:51,218 --> 00:20:54,655
This room really
demonstrates is the

414
00:20:54,721 --> 00:20:57,591
evolution of the label. The
evolution of bottles.

415
00:20:57,658 --> 00:21:00,427
>> Bottles led to worldwide
distribution in Vos.

416
00:21:00,494 --> 00:21:03,063
Labeling prevented piracy
while enhancing worldwide

417
00:21:03,130 --> 00:21:04,932
branding.
>> And all the competition

418
00:21:04,998 --> 00:21:07,601
had to do was remove the
labels, clean the bottles,

419
00:21:07,668 --> 00:21:10,504
and then put their brand of
beer in it. And what they

420
00:21:10,571 --> 00:21:14,007
soon discover is that if
you had a bottle and it's

421
00:21:14,074 --> 00:21:17,344
embossed with your name on
it, Blatz or Pabst or

422
00:21:17,411 --> 00:21:21,648
Miller's could not use it.
Every bottle here is is a

423
00:21:21,715 --> 00:21:25,819
container for Schlitz beer.
Some of them are 1877. Some

424
00:21:25,886 --> 00:21:30,057
of them are are 1999. Some
of them still have the beer

425
00:21:30,123 --> 00:21:33,927
in them. This is paper
label bottle from 1893

426
00:21:33,994 --> 00:21:37,598
Chicago World's Fair. I'm
preserving the past. A lot

427
00:21:37,664 --> 00:21:40,934
of these things could have
end 'up in a dumpster, in a

428
00:21:41,001 --> 00:21:44,738
landfill. A lot of these
things I rescued the beer

429
00:21:44,805 --> 00:21:48,909
that made Milwaukee famous
after it was acquired by

430
00:21:48,976 --> 00:21:51,512
Stroh's Brewing Company.
They dropped that famous

431
00:21:51,578 --> 00:21:55,315
slogan, and for years they
called it a great American

432
00:21:55,382 --> 00:21:58,652
beer. And a year later they
went back to the famous

433
00:21:58,719 --> 00:22:03,190
slogan. The slogan was
created in 1893 by Alfred

434
00:22:04,658 --> 00:22:07,561
von Klotzhausen, who made
lithographs for them. He

435
00:22:07,628 --> 00:22:10,531
shared it with them. They
used it, and they

436
00:22:10,597 --> 00:22:13,867
incorporated in almost
everything they did after

437
00:22:13,934 --> 00:22:18,405
them 135 years. They still
look at that slogan as key

438
00:22:18,472 --> 00:22:21,375
to the word Schlitz.
>> This has got to be the

439
00:22:21,441 --> 00:22:23,177
coolest brewing day of my
life.

440
00:22:23,243 --> 00:22:25,746
>> Inside the glass and
concrete walls of Wisconsin

441
00:22:25,812 --> 00:22:28,182
Brewing Company.
>> The history of Schlitz

442
00:22:28,248 --> 00:22:31,952
in itself is amazing.
>> Something special is

443
00:22:32,019 --> 00:22:33,687
brewing.
>> Schlitz is an amazing

444
00:22:33,754 --> 00:22:36,623
brand, an amazing partner
of Wisconsin's heritage.

445
00:22:36,690 --> 00:22:38,992
>> It's standing room only
with brewmaster Kerby

446
00:22:39,059 --> 00:22:41,128
Nelson. Center stage.
>> Beer bottles. What color

447
00:22:41,195 --> 00:22:43,363
are they?
>> With almost 50 years of

448
00:22:43,430 --> 00:22:46,433
beer brewing experience.
>> So brown glass evolved

449
00:22:46,500 --> 00:22:49,169
as a way to protect beer,
to keep it fresher and more

450
00:22:49,236 --> 00:22:51,371
representative of what's
supposed to be.

451
00:22:51,438 --> 00:22:53,740
on a masterclass in beer
making.

452
00:22:53,807 --> 00:22:56,276
>> These can just get in
there and party to their

453
00:22:56,343 --> 00:22:58,045
heart's content and turn it
into beer.

454
00:22:58,111 --> 00:23:00,614
>> And Schlitz history.
>> For me to have the

455
00:23:00,681 --> 00:23:03,550
chance to brew. An example
of the beer that made

456
00:23:03,617 --> 00:23:05,786
Milwaukee famous from its
golden era was absolutely

457
00:23:05,853 --> 00:23:08,355
irresistible.
detailed recipe from

458
00:23:08,422 --> 00:23:10,991
Schlitz Logs dating back to
the 1940s.

459
00:23:11,058 --> 00:23:13,026
>> The Schlitz that we
produce is based on when

460
00:23:13,093 --> 00:23:16,063
Schlitz was on top of the
world.

461
00:23:16,129 --> 00:23:18,665
permission from Pabst, the
owners of Schlitz, Kerby

462
00:23:18,732 --> 00:23:21,368
and the team used today's
brewing technology to make

463
00:23:21,435 --> 00:23:24,538
yesteryears beer.
>> In 1950. These. They

464
00:23:24,605 --> 00:23:27,908
were selling 5 million
barrels.

465
00:23:27,975 --> 00:23:30,210
this tiny control room,
every phase of the beer

466
00:23:30,277 --> 00:23:33,914
making process is monitored.
They meticulously test and

467
00:23:33,981 --> 00:23:37,751
taste until the mix is just
right. We were there on day

468
00:23:37,818 --> 00:23:39,820
one.
>> We're making wort this

469
00:23:39,887 --> 00:23:42,823
liquid yeast food that will
be fermented in that

470
00:23:42,890 --> 00:23:45,626
beloved, into that beloved
liquid we know as beer.

471
00:23:45,692 --> 00:23:48,028
>> Kerby says. For him,
this part of modern beer

472
00:23:48,095 --> 00:23:51,665
making. It's like watching
a giant video game back on

473
00:23:51,732 --> 00:23:54,735
the barroom floor. See the
man in that jacket?

474
00:23:54,801 --> 00:23:58,772
>> Oh, I'm experienced and
I'm, well, I like beer. In

475
00:23:58,839 --> 00:24:01,875
fact, if you look at it, I
love beer.

476
00:24:01,942 --> 00:24:04,011
>> That's Mark Holzman,
sporting his rarely seen

477
00:24:04,077 --> 00:24:06,780
but hard to miss beer
jacket.

478
00:24:06,847 --> 00:24:09,716
>> It's 25 years of
collecting patches. I've

479
00:24:09,783 --> 00:24:12,986
scoured every antique shop
I could find, and I look

480
00:24:13,053 --> 00:24:16,256
for patches that would fit
in specific places.

481
00:24:16,323 --> 00:24:18,358
>> He and everyone else
here wants to be part of

482
00:24:18,425 --> 00:24:21,528
what might be the most
important chapter of

483
00:24:21,595 --> 00:24:26,266
>> I try every kind of beer
I can try, and I. Everyone

484
00:24:26,333 --> 00:24:30,337
has its own flavor.
>> About a month after we

485
00:24:30,404 --> 00:24:33,173
were in the control room,
in two months since paps

486
00:24:33,240 --> 00:24:35,542
announced that Schlitz is
shutting down, Wisconsin

487
00:24:35,609 --> 00:24:38,645
Brewing pumps out about 200
barrels of what they call

488
00:24:38,712 --> 00:24:41,582
commemorative Schlitz beer.
When it's all said and done

489
00:24:41,648 --> 00:24:44,718
over the next 6 or 7 hours,
this production line will

490
00:24:44,785 --> 00:24:48,622
spit out enough beer to
make 3000 cases, which is

491
00:24:48,689 --> 00:24:52,292
about 167,000 cans.
>> Hi Miss Christine, this

492
00:24:52,359 --> 00:24:53,927
is Sadie with Wisconsin
Brewing Company. How are

493
00:24:53,994 --> 00:24:56,096
you doing?
>> From the brewery's

494
00:24:56,163 --> 00:24:58,365
warehouse, Sadie Nelson
works to update callers

495
00:24:58,432 --> 00:25:01,235
from all over the country,
even Canada, on the status

496
00:25:01,301 --> 00:25:04,438
of this seeming liquid gold
for so many customers and

497
00:25:04,505 --> 00:25:06,773
this brew master their
journeys with making and

498
00:25:06,840 --> 00:25:09,877
getting a can of Schlitz.
It's personal.

499
00:25:09,943 --> 00:25:12,412
>> Because working for
Schlitz for 20 years and

500
00:25:12,479 --> 00:25:15,716
surprising an 88 year old
man with a four pack signed

501
00:25:15,782 --> 00:25:18,852
by the Brew master. I think
that there's nothing better.

502
00:25:18,919 --> 00:25:21,054
>> Folks at Wisconsin
Brewing tell me that those

503
00:25:21,121 --> 00:25:23,991
that are lucky enough will
get at least a case of beer,

504
00:25:24,057 --> 00:25:26,226
but to help make sure
others get a taste, they're

505
00:25:26,293 --> 00:25:29,229
also offering four packs.
When asked why the Schlitz

506
00:25:29,296 --> 00:25:32,099
brand has faded, Kerby
Nelson and others say it's

507
00:25:32,165 --> 00:25:34,635
because Schlitz changed
their recipe and people

508
00:25:34,701 --> 00:25:36,904
changed their drinking
habits.

509
00:25:36,970 --> 00:25:39,206
>> I bet you I've seen ten
breweries going to auction

510
00:25:39,273 --> 00:25:42,876
in the last two weeks, and
a lot of it has to do with

511
00:25:42,943 --> 00:25:45,012
there is too much. But
again, changing habits.

512
00:25:45,078 --> 00:25:47,581
People are really pulling
back from alcohol and beer

513
00:25:47,648 --> 00:25:50,417
is in a downward trend
right now. It'll be back.

514
00:25:50,484 --> 00:25:54,188
>> But will Schlitz be back?
>> I'm hopeful that

515
00:25:54,254 --> 00:25:57,324
Wisconsin Brewer will pick
up the label and be able to

516
00:25:57,391 --> 00:26:01,028
brew small batches through
maybe a least option with

517
00:26:01,094 --> 00:26:03,564
the Pabst Brewing Company.
It would be a shame to let

518
00:26:03,630 --> 00:26:05,666
such a legacy brand kind of
fade away.

519
00:26:05,732 --> 00:26:08,035
>> Fade away is not just
the beer that made

520
00:26:08,101 --> 00:26:11,238
Milwaukee famous, but the
beer in Milwaukee that will

521
00:26:11,305 --> 00:26:14,274
never be forgotten.
Reporting from Verona,

522
00:26:14,341 --> 00:26:16,910
Milwaukee, and Oconomowoc.
I'm Murv Seymour for Here

523
00:26:16,977 --> 00:26:19,780
and Now.
>> For more on this and

524
00:26:21,114 --> 00:26:23,350
other issues facing
Wisconsin, visit our

525
00:26:23,417 --> 00:26:26,386
website at PBS
wisconsin.org and then

526
00:26:26,453 --> 00:26:29,289
click on the news tab.
That's our program for

527
00:26:29,356 --> 00:26:31,291
tonight. I'm Frederica
Freyberg. Have a good

528
00:26:31,358 --> 00:26:33,026
weekend.
[MUSIC]

529
00:26:42,236 --> 00:26:45,138
>> Funding for "Here& Now"
is provided by the Focus

530
00:26:45,205 --> 00:26:49,877
Fund for Journalism and
friends of PBS Wisconsin.