Christian Schmidt Brewing Company

Christian Schmidt Brewing Company
Company type	Private
Industry	Brewing
Founded	1860
Founder	Christian Schmidt
Defunct	1987
Headquarters	Philadelphia, Pennsylvania, United States
Products	Beer

The Christian Schmidt Brewing Company was a prominent American brewery based in Philadelphia, Pennsylvania. Established in 1860, it grew to become the largest brewing enterprise in Philadelphia, producing close to four million barrels annually by the late 1970s. Its shutdown in 1987 marked the conclusion of more than three centuries of brewing tradition in the city.

Early history

Christian Schmidt was born in 1833 in Magstadt, Württemberg, Germany, where he completed his brewing apprenticeship in Stuttgart before relocating to Philadelphia at the age of 18. Initially employed with the Camden & Atlantic Railroad, he soon transitioned into the brewing sector. By the late 1850s, Schmidt had formed a partnership with Robert Courtney’s brewery located in Northern Liberties, Philadelphia. He became a partner in 1860 and assumed full ownership by 1863, renaming the business Christian Schmidt, Kensington Brewery. Annual production expanded from 500–3,000 barrels in 1860 to 20,000 barrels by 1873. Growth continued with the addition of a new brewery and ice house in 1880 dedicated to lager beer production and a brew house with doubled capacity constructed in 1887. By 1890, output had surged to 65,000 barrels.

In 1892, Schmidt’s three sons were brought into the company as partners, prompting a rebranding to C. Schmidt & Sons. By 1894, it was ranked as Philadelphia’s sixth-largest brewery, offering popular products such as pilsner and Puritan dark beer. Following Christian Schmidt’s death that year, his son Edward A. Schmidt took over management and led the company through five decades of innovation and expansion. By 1896, annual production capacity reached 100,000 barrels.

That same year, Schmidt acquired the Robert Smith India Pale Ale brewery—recognized as America’s oldest brewing establishment—broadening operations to West Philadelphia with a facility capable of producing 50,000 barrels annually under the Tiger Head label. This branch remained operational until Prohibition.

The firm incorporated as C. Schmidt & Sons Brewing Co. in 1902 and further extended its reach by purchasing Peter Schemm & Son Brewery in 1908.

A state-of-the-art brew house and power plant opened on Girard Avenue in 1914 featured two copper kettles capable of brewing a combined total of 1,500 barrels per batch and included a distinctive illuminated clock tower. This new facility increased annual production capacity to 200,000 barrels; together with subsidiaries Robert Smith and Peter Schemm, total capacity reached approximately 300,000 barrels.

The Peter Schemm brewery ceased operations in 1918 due to wartime taxes and grain shortages that negatively affected profitability.

Prohibition era (1920–1933)

With the onset of Prohibition in 1920, C. Schmidt & Sons halted alcoholic beer production like all other American breweries and shifted focus to non-alcoholic cereal beverages such as Puritan Special and Green Label. Their process involved brewing high-alcohol beer initially and then removing the alcohol prior to sale. Aside from a notable raid in 1925 that confiscated 400 barrels and 7,000 cases of high-alcohol beer, the company largely complied with regulations.

In 1923, the brewery property belonging to Robert Smith Ale Company was sold.

Post-prohibition era

After the repeal of the Volstead Act in March 1933, Schmidt's resumed offering 3.2% beer by April and introduced full-strength "Repeal Beer" by December of the same year.

Edward A. Schmidt led a comprehensive modernization and enlargement of the brewery, constructing large-capacity facilities including a dedicated ale fermentation cellar equipped with open fermenters and California redwood storage tanks. Additional improvements included a new office building, malt storage areas, a gas collection cellar, bottling operations, and the installation of a Crowntainer canning line. Renowned for technical advancements, much of the machinery was custom-engineered by Chief Engineer Richard Slama. Schmidt's was among the first to market quart and 16-ounce bottles as well as pioneering six-pack carton packaging.

By 1934, annual sales reached approximately 106,000 barrels with a product lineup featuring Schmidt's Beer (Light and Dark), Tiger Head Ale, Tiger Head Porter, and seasonal bock varieties. Within a year, sales escalated to 500,000 barrels, establishing Schmidt's as Pennsylvania’s largest brewery with distribution across the region.

Following Edward’s passing in 1944, Frederick W. Schmidt briefly assumed the presidency before becoming board chairman until 1949. Leadership from 1945 to 1958 was under Christian H. Zoller, Edward’s nephew, during which time the company experienced its highest sales growth. By 1946, Schmidt's had become Philadelphia’s top-selling brand; sales climbed to one million barrels in 1948. Brewing capacity expansions continued through 1950 as part of ongoing modernization efforts.

In 1954, Schmidt's expanded by acquiring the Adam Scheidt brewery in Norristown, which had a capacity of 500,000 barrels; by 1955 sales approached nearly 1.92 million barrels. The brewery sustained a robust tavern presence, with draft beer constituting one-third of total sales in 1960—twice the national average.

At age 40 in 1958, Carl E. von Czoernig assumed the presidency and implemented contemporary marketing approaches including refreshed packaging designs and enhanced distribution systems. By 1962, Schmidt's commanded a commanding 33% share of Philadelphia’s beer market. The company was also an early adopter of computer technology for production planning by the mid-1960s.

Schmidt's broadened its footprint in 1964 by purchasing Standard Brewing Co.’s Cleveland facility with a capacity of 450,000 barrels; that year marked production exceeding two million barrels for the first time.

Further expansion occurred in 1971 when Schmidt's acquired a larger Cleveland brewery from Carling Brewing Co., boosting capacity to 1.5 million barrels while shutting down the older plant.

In 1972, Schmidt's took over Duquesne Brewing Co.'s brands—including Duke Beer—and consolidated production at the Cleveland facility after closing Duquesne’s Pittsburgh plant. This move triggered local dissatisfaction and declining sales in Pittsburgh but retained market strength in eastern Ohio.

Amid escalating competition from national brewers during the early 1970s, Schmidt's sought to increase sales through acquiring brands from struggling breweries—completing five such acquisitions over ten years.

By 1972, Schmidt's held a firm 25% share of Delaware Valley beer sales compared to Schaefer’s 15%, with Ortlieb’s and Budweiser each holding about eight percent.

The commodity price shocks of 1974 intensified financial challenges; in October that year, Schmidt's closed its Norristown brewery due to inefficiency. Production dipped slightly to roughly 3.47 million barrels—the first recorded loss in company history.

Market share steadily declined from a peak of 33% in Philadelphia-area markets in 1962 down to just 20% by 1975.

Carl von Czoernig was removed from the presidency in April 1975; Drew Lewis was appointed as an external manager by First Pennsylvania Bank during shareholder trusteeship. Plans to sell Schmidt's to G. Heileman Brewing Co. for $16 million fell through in August when conditions were not met.

A blind taste test published by The Philadelphia Inquirer in March 1975 ranked Schmidt’s highest among ten beers including Coors—resulting in positive publicity and increased sales that reportedly influenced family members’ hesitation to sell.

Schmidt’s reversed its $4 million loss from 1974 with a $2 million profit reported in 1975.

In April 1976, Schmidt’s acquired Reading Brewing Co.’s brands—Reading Premium and Bergheim—as Reading ceased operations after producing around 200,000 barrels annually.

William H. Pflaumer Period

In April 1976, ownership of the company transferred from the Schmidt family to William H. Pflaumer, then 42 years old and proprietor of a Schmidt's distributorship alongside a sizable beer trucking enterprise. Pflaumer acquired the business for $15.9 million, primarily financed through borrowed capital. Beginning in 1959 with a single truck and $7,000 in capital, he expanded his trucking operations to include 118 tractors and 275 trailers while aggressively growing his Schmidt's distributorship, occasionally creating friction with competitors. Despite facing legal issues—including a 1972 conviction related to beer mislabeling and allegations of organized crime connections—Pflaumer was acknowledged as a shrewd entrepreneur with strong analytical abilities.

During Pflaumer's leadership, Schmidt's pursued expansion by acquiring other companies and broadening its product range. In 1977, the company bought Rheingold Breweries' brands along with its Orange, New Jersey brewery for $7 million, subsequently closing that facility and relocating production to Philadelphia. The following year, Schmidt's acquired brands from Erie Brewing Company and introduced new products such as Schmidt's Bavarian, Oktoberfest, Bock (reintroduced), and Light beers.

In an effort to increase market presence within the competitive Philadelphia-New York corridor, Pflaumer launched a hostile takeover attempt of F. & M. Schaefer Brewing Company in 1978; however, antitrust authorities blocked the move. At that time, Schaefer controlled 21% of Philadelphia’s market compared to Schmidt’s 12.6%, while Schmidt’s held 24% of the New York food store segment.

By 1979, Schmidt's annual production reached its zenith at 3.85 million barrels, ranking ninth nationally among U.S. breweries. In 1980, after closing Ortlieb’s brewery, Schmidt’s acquired Henry F. Ortlieb Brewing Co.’s brands and became Philadelphia’s only remaining brewer.

The 1970s saw a major shift in the U.S. beer landscape as premium national brands gained prominence due to heavy advertising and perceived quality advantages, which eroded the market share of popular-priced regional beers such as Schmidt’s. Although Schmidt’s won blind taste tests against national competitors in 1977, it struggled with an aging brand image and declining sales beginning in 1974.

To revitalize the brand, Schmidt’s launched a $3 million advertising campaign in 1979 featuring David Brenner and Lou Rawls and introduced premium products like Christian Schmidt Golden Classic and Select in the early 1980s; despite these efforts, market share continued to decline.

In 1982, Schmidt’s made an unsuccessful $200 million bid for Pabst Brewing Company. The Philadelphia brewery remained notable for its historic brew house and traditional brewing techniques led by brewmaster William A. Hipp—a third-generation executive who progressed from assistant brewmaster to vice president of production.

During a strike at Latrobe’s plant in 1983, Schmidt’s briefly produced Rolling Rock Beer under contract but continued to face financial difficulties. That same year, Pflaumer was convicted for a tax evasion scheme involving false billing through his trucking company and began serving a three-year prison term starting in 1986.

To cut costs, the Cleveland brewery was closed in 1984; by then, approximately 1,400 employees worked at the Philadelphia plant. Production dropped sharply from over three million barrels in the early 1980s to about 1.6 million barrels by 1986, with Philadelphia market share declining from 33% in 1962 to between 5% and 12%.

The downturn was attributed to several factors: Pflaumer’s imprisonment reduced effective management oversight; depleted marketing budgets after unsuccessful product launches; distributor disputes stemming from Pflaumer's aggressive territorial tactics as both distributor and owner; and reputational harm caused by his criminal conviction.

In 1987, creditor Crown Cork & Seal demanded repayment of $24 million in loans, compelling Pflaumer to sell the company. G. Heileman Brewing Company purchased Schmidt’s brands for $23.5 million plus royalties but opted not to acquire the brewery facility; production was shifted to Heileman’s Baltimore plant, resulting in closure of Philadelphia operations—the first absence of local brewing there in over three centuries.

Heileman later unified packaging between Philadelphia’s "Schmidt's" and Minnesota’s unrelated "Schmidt" brands but maintained separate recipes until Stroh Brewing acquired Heileman in 1996. Following Stroh’s shutdown in 1999, Pabst Brewing Company assumed control of these brands; as of 2019, Pabst markets "Schmidt" beer based on the Minnesota recipe while retaining some trademarks from the former Philadelphia brand.

This period illustrates substantial strategic adjustments amid evolving industry conditions, underscoring challenges regional brewers faced competing against national premium labels amid shifting consumer tastes and corporate governance difficulties under significant executive leadership changes.

Demolition of the Brewery

Following the brewery's closure, the site remained unused for thirteen years until real estate developer Bart Blatstein purchased it at a sheriff's sale in 2000 for $1.8 million. Shortly thereafter, all 26 buildings within the complex were torn down. Although redevelopment plans encountered setbacks and resistance, the $150 million Piazza at Schmidt's—a mixed-use development featuring retail, dining, and residential spaces—finally opened in May 2009 on the location.

Brands of Schmidt's

In its early years, C. Schmidt & Sons produced Pilsner (a light beer) and Puritan (a dark beer), which were available from the 1890s through at least 1912. By 1915, these beers had been rebranded as Schmidt's Light and Schmidt's Dark, likely updated versions of the original brews.

After Prohibition ended, production resumed with Schmidt's Light and Dark beers alongside Tiger Head Cream Ale, Tiger Head Porter, and Burton ale—labels inherited from the Schmidt-owned Robert Smith Ale Company—as well as a seasonal bock beer.

Throughout most of the post-Prohibition era, Schmidt's primary offerings were Schmidt's beer and Tiger Head Ale. The 1970s brought an expanded lineup under the Schmidt’s brand name.

Schmidt's of Philadelphia

Schmidt's of Philadelphia served as the brewery’s flagship brand, accounting for approximately 90% of sales during the late 1970s. Originally named "Schmidt's Light Beer" to denote its color, it was renamed "Schmidt's of Philadelphia Light Beer" in the 1940s, shortened to "Schmidt's of Philadelphia" by the mid-1970s, and finally simplified to "Schmidt's" in 1979.

In 1978, it received acclaim for its rich golden hue, malty fragrance, harmonious hop balance, and crisp finish. Noted beer expert Michael Jackson observed in 1982 that Schmidt’s exhibited more distinctive character compared to many American lagers.

By the time production ceased in 1987, Schmidt’s and its low-calorie variant represented three-quarters of the brewery’s output.

After Heileman acquired the brand, production was relocated to Baltimore. However, loyal consumers noticed a change in flavor. Heileman promoted it in Philadelphia using the tagline "Where I Live, it's Schmidt's." The company also owned Minnesota’s Jacob Schmidt Brewing Company and began using identical packaging for both brands starting in 1992 despite differences in their recipes.

Following the Baltimore plant’s closure in 1996, brewing operations moved to Wisconsin and subsequently to Allentown, Pennsylvania.

In 2005, Victory Brewing Company from Downingtown introduced Throwback Lager—a revival based on a pre-Prohibition recipe utilizing Schmidt’s yeast strain Wyeast 2272—which remains commercially available. Around 2008, they released another batch developed with input from former Schmidt brewmaster Bill Moeller.

Marketing Slogans

None Better Since 1860 – Employed from repeal through the 1940s.
Beer As Beer Should Be – Primary slogan from the 1940s into the 1960s; continued usage into the 1970s.
For The 1 Man In 4 (Who Wants The Beer With Full-Strength Taste) – Used late 1950s to early 1960s.
Full Taste Beer – Early 1960s slogan.
For That Friendlier Feeling! – Early 1960s tagline.
One Beautiful Beer – Main slogan approximately from 1964 through the 1970s; remained until 1987.
Give Your Thirst A Taste Of Life – Early 1970s slogan.
Tell The World You Know What You're Doing – Introduced in 1973.
The Easy Beer (The E-E-E-Easy Beer) – Utilized throughout most of the 1970s.
To Taste It Is To Love It – Launched in 1979.
Settle Back With Schmidt's – Introduced in 1981.
Where I Live, It's Schmidt's – Rolled out by Heileman in 1987.

Schmidt's Light

Although Schmidt's introduced a reduced-calorie light beer following its acquisition of Brew 96 in 1972, it was not until 1978 that the company launched a light beer under its own label. This move responded to the expanding market influenced by the success of Miller Lite since 1975.

Schmidt's Tiger Head Ale

Tiger Head Ale originated with the 1896 acquisition of the Robert Smith India Pale Ale brewery, recognized as America's oldest brewing establishment dating back to 1774. After Prohibition ended, production resumed at Schmidt's facility in 1934. The brand preserved its original formula and adopted the name Tiger Head Ale during the 1940s. Brewing continued until Schmidt's ceased operations in 1987. By the late 1970s and into the 1980s, this ale was known as a mild, top-fermented brew featuring unique yeast characteristics and a double kettle hopping process.

Schmidt's Bock Beer

Schmidt's has a long history of producing bock beer each spring, a tradition beginning in the 19th century. Production recommenced promptly after Prohibition in 1934 but halted in 1969. The brew was successfully reintroduced in 1977, with demand surpassing supply by the mid-1980s. It was recognized for its very dark brown color, sweet aroma, yet mild taste and finish.

Kodiak Cream Ale

Launched in early 1976 to capitalize on Genesee Cream Ale’s popularity, Kodiak was brewed for several years but failed to establish a strong market presence.

Schmidt's Oktoberfest Beer

Introduced as a seasonal product in 1977, this beer offered a light malt profile with minimal hop bitterness, marketed as an easy-to-drink option for consumers.

Schmidt's Bavarian Beer

Also debuting in 1977 to replace Duquesne Bavarian, this beer featured similar packaging but presented a distinct flavor profile marked by low aroma and a slightly tart finish.

Christian Schmidt Golden Classic

Released in April 1982 alongside an expensive advertising campaign, Golden Classic targeted the premium beer category. Consumer research indicated that American drinkers favored beers with mild flavor and low bitterness, which informed its restrained taste profile.

Christian Schmidt's Select

This super-premium offering represented another effort to penetrate upscale markets; however, like Golden Classic, it did not achieve commercial viability.

Break Special Lager

Introduced in late 1983 as a low-alcohol (1.74%) alternative addressing health concerns and drunk-driving issues, this product did not gain significant consumer adoption.

Classic Golden Hawk Malt Liquor

Debuted in 1984 to broaden the company’s malt liquor lineup.

Barnegat Lighthouse Premium Beer

A private label launched in summer 1986 through Spirits Unlimited stores in New Jersey. It performed well locally at Jersey Shore outlets and bore the Christian Schmidt Brewing Company name.

Kool Mule (Rheingold Brewery)

A flavored malt liquor developed by Schmidt’s in 1981 but marketed under the Rheingold brand.

U.S.A. (U.-S.ave-A.lot) Beer

Created during the economic downturn of 1981 for the Ohio market to compete with generic beers; production credited to Pilsner Brewing Co. of Cleveland.

Birell

Birell is a non-alcoholic beer that was initially created by the Hurlimann brewery located in Zurich, Switzerland. During the 1980s, Schmidt's brewed Birell under a licensing agreement with Hurlimann, having taken over its production from Ortlieb's following the acquisition of that brewery in 1980. Unlike typical non-alcoholic beers, Birell is made using a unique yeast strain that generates almost no alcohol, rather than brewing a full-strength beer and subsequently removing the alcohol content.

Acquired breweries

From 1896 through 1954, Schmidt's expanded its brewing portfolio by purchasing three breweries along with their facilities and brand rights. Additionally, it acquired two brewing plants in Cleveland, Ohio, though these did not come with any associated brands. The principal acquisitions included:

Robert Smith Ale Brewery

(Managed by Schmidt's from 1896 until 1920; brand produced until 1987)

Originating in the late 1700s, the Robert Smith Brewery was a well-known Philadelphia establishment celebrated for its premium ales. Robert Smith, who trained at England’s Bass brewery, became sole proprietor in the mid-1800s and incorporated the company in 1887. The brewery’s trademark Tiger Head emblem, registered in 1891, gained national recognition for its ales and stouts.

After encountering financial troubles, the brewery entered receivership in 1896 and was purchased by the Schmidt brothers that December. Under Schmidt’s ownership, it operated as the Robert Smith Ale Brewing Co., continuing to distribute nationally while Schmidt’s focused on local markets. The brewery located at Thirty-Eighth Street and Girard Avenue ceased operations in 1920 due to Prohibition but was known as one of the oldest brewing establishments in the United States. Following Prohibition’s end, Schmidt's restarted production of Tiger Head Ale until 1987.

Peter Schemm & Son Brewery

(Operated by Schmidt's from 1908 to 1918)

Peter Schemm was an early lager brewer in Philadelphia who co-founded a brewery near Fifth and Vine Streets in 1849 with Louis Bergdoll. After their partnership dissolved, Schemm established his own brewery at Twenty-fifth and Poplar Streets in 1856, eventually assuming full ownership and enlarging the facility in 1885. His son, Peter A. Schemm, joined the company in 1887 and later took over management. By 1894, the brewery’s annual production reached approximately 50,000 barrels. In 1908, The Robert Smith Ale Brewing Company—owned by Schmidt—acquired all assets of Peter Schemm & Son and operated it as a branch producing both light and dark beers as well as seasonal bock varieties. Operations ceased in 1918 due to wartime rationing and increased taxes during World War I that affected ingredient availability.

Adam Scheidt Brewing Co.

(Operated by Schmidt's from 1954 to 1974; brands continued until 1987)

Adam Scheidt was born in Bavaria in 1854 and relocated to Norristown, Pennsylvania in 1878 where his brother Charles owned a brewery. Adam became partner and sole owner after Charles passed away in 1884. The family maintained control until Adam’s death in 1933; his son then led the company until Schmidt's purchased it in 1954 when annual production was around 500,000 barrels. Schmidt's managed the Norristown plant—which was renamed Valley Forge Brewing Co. in 1960—until closing it toward the end of 1974 and transferring production to Philadelphia.

Valley Forge

Prior to Prohibition, Scheidt initiated the production of Valley Forge Special Beer, which recommenced in 1933. In 1935, the name was abbreviated to Valley Forge Beer and later rebranded as Valley Forge Old Tavern Beer during the 1960s. Following the shutdown of the Norristown brewery in 1974, brewing operations were transferred to Schmidt's facility in Philadelphia.

Rams Head Ale

Dubbed "The Aristocrat of Ales," Rams Head Pale Ale was introduced immediately after Prohibition ended in 1933 and was eventually renamed Rams Head Ale. This ale was crafted following a traditional old English recipe.

Prior Beer

Adam Scheidt Brewery launched Prior Beer in 1940 after Pilsner Urquell became unavailable during World War II. This Bohemian-style pilsner was brewed from a formula developed by Arthur Kallman, the U.S. representative for Pilsner Urquell. Production expanded significantly from 1,000 barrels in its debut year to 100,000 barrels by 1946. When Schmidt's acquired Adam Scheidt Brewery, Prior was positioned as Schmidt's flagship beer under the title Prior Preferred Beer, with original recipes preserved as part of the acquisition terms.

Prior Double Dark

Regarded as one of America’s finest dark beers before the craft beer movement, Prior Double Dark was a Munich-style brew first introduced in 1947 using another recipe by Kallman. By 1978, it received acclaim for its malt-forward taste and smooth finish. In the 1990s, F.X. Matt Brewery produced it under contract for McSorley's Ale House in New York City.

Twentieth Century Ale

Among Scheidt’s most favored offerings before Prohibition, Twentieth Century Ale was brought back to market during the mid-1980s under the Adam Scheidt Brewing Co. name.

Adam Scheidt's Lager Beer

This lager was produced in the mid-1980s and attributed to Adam Scheidt Brewing Co.

Casey's Lager Beer

Introduced in autumn 1980 by Valley Forge Brewing Co., Casey's Lager Beer included four collectible cans featuring Hall of Fame baseball legends Richie Ashburn, Whitey Ford, Monte Irvin, and Duke Snider.

Tudor Premium

Tudor served as a private label beer for the A&P Supermarket chain. Schmidt's brewed Tudor Premium for A&P in the mid-1970s under Valley Forge Brewing Co., though other breweries also produced Tudor at various times.

Tudor Ale

Also brewed by Schmidt's for A&P during the mid-1970s, Tudor Ale shared branding with Tudor Premium and was similarly associated with Valley Forge Brewing Co.

Brands Obtained from Other Brewers

From 1972 through 1980, Schmidt's purchased brand rights—but not physical breweries—from five different brewing companies. Numerous brands such as Rheingold, Reading, and Ortlieb's continued to be brewed according to their original recipes as of 1981.

Duquesne Brewing Co. (1972–1987)

Established in Pittsburgh in 1899, Duquesne Brewing rose to rank among the top ten U.S. breweries by mid-century, producing over one million barrels annually by the late 1950s. However, declining sales led to financial strain; after a strike in 1972, the brewery ceased operations and its brands were acquired by Schmidt's. Production moved to Cleveland without altering the original recipes. The closure caused more than 600 job losses and sparked a consumer boycott that negatively impacted Schmidt's sales within Pittsburgh.

Duke Beer

Duquesne’s premier beer, Duke Beer, known as "The Prince of Pilseners," was distinguished by its regal branding and a traditional recipe highlighting malted barley, corn, and select hops. Initially, Schmidt's maintained the original packaging but later adopted a Western motif. By the early 1980s, the flavor profile of Duke Beer had been adjusted to match Schmidt's regular brew. In 2010, entrepreneur Mark Dudash resurrected the brand under the name Duquesne Pilsener, partnering with a former Duquesne brewmaster to revive its authentic recipe and classic branding.

Duke Ale

Following Schmidt's takeover, production of Duke Ale continued for some time but was ultimately discontinued by the late 1970s.

Duquesne Bavarian Beer

Duquesne Bavarian remained in production until approximately 1977, when it was succeeded by Schmidt's Bavarian. Although the packaging design was preserved, the taste differed from the original.

Brew 96

By 1971, Duquesne was producing Brew 96, a light beer containing 96 calories per 12-ounce serving. As consumer interest in low-calorie beers grew, Schmidt's ramped up advertising efforts for Brew 96 during 1974 and 1975, promoting it as an economical option within the light beer category.

P.O.C.

P.O.C., initially brewed by Pilsner Brewing Co. of Cleveland since 1914 and sometimes interpreted as "Pride of Cleveland" or "Pilsner on Call," was acquired by Duquesne in 1963 after Pilsner Brewing ceased operations. After Schmidt's purchase in 1972, production returned to Cleveland until 1984. The brand saw a revival in Cleveland in 1999 through brewer Stuart Sheridan.

Reading Brewing Co. (1976–1987)

Based in Reading, Pennsylvania, this brewery dated back to 1843 and produced around 200,000 barrels annually by 1975. However, escalating expenses and competition from national breweries rendered it unprofitable, leading to closure in April 1976. Schmidt's acquired its brands and relocated production of Reading and Bergheim beers to its Philadelphia plant.

Reading Premium

Formerly known as Old Reading Beer, Reading Premium was the brewery’s flagship product. It underwent rebranding in 1958 with new packaging and adopted the slogan "The Friendly Beer for Modern People." By the early 1980s, Schmidt's rendition matched its standard beer in flavor. The brand has since been revived using a pre-Prohibition recipe and is currently brewed by Sly Fox Brewing Company.

Bergheim

Introduced in 1963, Bergheim was marketed as an affordable Pennsylvania Dutch beer and became recognizable for its vibrant label design.

Rheingold Breweries, Inc. (1977–1987)

Established in 1855 by German immigrant Samuel Liebmann and his sons in Brooklyn, New York, Rheingold Brewery expanded through acquisitions of smaller local breweries and modernization efforts. The Rheingold brand debuted in 1883 and quickly gained popularity. During Prohibition, Liebmann survived by producing near-beer and malt syrup. Post-Prohibition, it became New York’s largest brewer for three decades. Expansion included facilities in the Bronx, Orange (New Jersey), San Francisco, and Los Angeles; by 1961 operations were consolidated to Brooklyn and Orange locations.

In 1964, the Liebmann family sold both the brewery and its soft drink division to Pepsi-Cola United Bottlers; the company was renamed Rheingold Breweries, Inc. Despite producing over four million barrels in 1965, sales declined thereafter. Rheingold acquired Dawson Brewing Company in 1967 but faced ongoing financial difficulties; by 1973 sales had fallen below three million barrels. An attempted acquisition by Chock Full O’ Nuts failed to improve results; consequently, the Brooklyn brewery closed in 1976 followed by New Bedford in early 1977. Remaining assets were sold to Schmidt's in October 1977, resulting in closure of the Orange brewery.

From 1940 through 1965, Rheingold sponsored the "Miss Rheingold" beauty contest—a prominent promotional campaign that engaged New Yorkers via media exposure and public voting.

Rheingold Extra Dry Lager Beer

According to legend, David Liebmann named Rheingold beer after the opera Das Rheingold during a banquet in the 1880s honoring Metropolitan Opera conductor Anton Seidl. Following this event, Rheingold was introduced to the public as a pale table lager crafted from premium Canadian barley and New York-grown hops. The 1937 debut of Rheingold Extra Dry Lager Beer marked its rise as a top-selling product. After Schmidt's acquired the brand in 1977, production initially continued under the original name before transitioning to Rheingold Premium. Heileman took over brewing after 1987 and maintained it until Stroh discontinued the brand in the late 1990s. Since 1998, there have been multiple efforts to revive Rheingold.

Rheingold Extra Light Beer

Launched in 1977, Rheingold Extra Light Beer targeted consumers focused on health by offering a lower-calorie alternative.

Knickerbocker Natural

The Knickerbocker label was originally produced by the Jacob Ruppert Brewing Co. in New York City until Ruppert ceased operations. Rheingold acquired the brand in 1965 and, by 1967, implemented a natural preservation technique that eliminated chemical preservatives. In 1973, the brand was renamed Knickerbocker Natural to highlight its commitment to all-natural ingredients—water, barley malt, corn, and hops—without any additives. Following Schmidt's purchase of Rheingold's labels in 1977 and its subsequent closure in 1987, Heileman continued producing Knickerbocker Natural for several years thereafter.

Gablinger's Extra Light Beer

Introduced at the end of 1966, Gablinger's Beer was among the earliest low-calorie beers in the United States. It utilized a process invented by Swiss chemist Dr. Hersch Gablinger, who patented a method involving the addition of amyloglucosidase enzyme during brewing to transform dextrins into fermentable sugars, thereby reducing residual carbohydrates and calories. This technique initially raised alcohol content, which was later adjusted by diluting with sterilized carbonated water to standardize levels. Rheingold secured exclusive rights to this technology and developed Gablinger's Beer through its Forrest Brewing Co. subsidiary, launching it in New York City in 1967. Marketed for "special diet use," it encountered regulatory scrutiny regarding calorie claims but was eventually permitted to advertise containing "ninety-nine calories, one-third less than regular beers." In 1976, Rheingold released Gablinger's Extra Light Beer featuring only 95 calories and an extended brewing procedure. Production of this variant continued under Schmidt's after their acquisition of Rheingold’s labels in 1977.

Erie Brewing Co. (1978–1987)

Founded by Dutch immigrant Charles Koehler in Erie, Pennsylvania in 1847, the Erie Brewing Company merged with two other local breweries—including one owned by Koehler’s son Jackson—in 1899 to form its namesake company. The brand emphasized its "Dutch touch," using Uncle Jackson Koehler as its emblematic figure. By the mid-1970s, Erie Brewing produced approximately 300,000 barrels annually but experienced declining market presence leading to its closure in 1978. Schmidt's purchased Erie’s labels and recipes and continued brewing these products at facilities in Philadelphia and Cleveland. At that time, company leadership remarked that Schmidt's "now holds Uncle Jackson’s secret."

Erie Brewing’s range included various Koehler brands, some of which may have been brewed by Schmidt’s beyond those officially documented.

Koehler Beer

Promoted under the slogan "Brewed with the Dutch Touch," Koehler Beer was distinguished by its light hue, rich malt aroma, and a characteristic tangy aftertaste. Following Schmidt's shutdown in 1987, production was transferred to Heileman. In 2018, brothers Bruce and Bryan Koehler—unrelated to the original founders—reintroduced the brand by purchasing expired trademarks and original brewing formulas from former brewery employees at their newly established Koehler Brewing Company in Grove City, Pennsylvania. Their pilsener closely adheres to the initial recipe.

Koehler Ale

This ale remained in production throughout Schmidt's ownership period.

Light Lager

Introduced in 1976 as a lower-calorie alternative for consumers.

Olde Pub

Positioned as a "tavern brew beer," Olde Pub was distributed by Schmidt's into the early 1980s in returnable bottles and shared a flavor profile similar to Schmidt's standard beer.

Yacht Club

Launched in 1962 to attract drinkers seeking a lighter-bodied beer, Yacht Club was described in 1975 advertisements as a light beer featuring a pleasant malt flavor. Labeling indicates that Yacht Club continued production under Schmidt's management.

Wunderbrau

Produced by Schmidt's during the mid-1980s, Wunderbrau was marketed as a near beer.

Henry F. Ortlieb Brewing Co. (1981–1987)

Founded by Trupert Ortlieb, a German immigrant and Civil War veteran, Ortlieb Brewing commenced operations in 1869 when Ortlieb began brewing beer independently in Philadelphia. By 1879, he acquired Victor Brewery located in Northern Liberties. Under Henry F. Ortlieb’s leadership starting in 1894, production grew from 2,000 barrels annually to 30,000 barrels by 1919.

By 1933, the brewery’s output had expanded to 100,000 barrels. Following Esslinger’s closure in 1964, Ortlieb's alongside Schmidt's remained Philadelphia’s last standing breweries. Joseph T. Ortlieb, son of Trupert and company president from 1945 to 1969, was recognized as one of the nation’s longest-serving brewmasters before his passing.

In 1976, Joseph Ortlieb—Trupert’s grandson—assumed full ownership and spearheaded marketing campaigns targeting working-class districts with slogans such as "Try Joe's Beer." Contrary to prevailing industry trends, Ortlieb declined to produce a light beer, instead encouraging consumers to add ice cubes or blend with their proprietary "Sparkling Carbonated Water" to achieve a lighter taste.

Ortlieb's sales peaked at 350,000 barrels in 1978 but decreased to 280,000 barrels by 1979. In late 1980, Schmidt's acquired Ortlieb’s brands and ceased brewery operations in March 1981. Joe Ortlieb joined Schmidt's executive team following the acquisition. Certain Ortlieb products—including Sean O'Shaughnessy Boar Head Stout and La Estrella Malta—were never brewed under Schmidt's ownership.

Ortlieb's (a.k.a. Joe's Beer)

Ortlieb's leading brand was recognized in 1978 for having a maltier character, fuller body, and slightly darker color compared to national premium beers. That same year, Newsweek named Ortlieb's among America's finest local brews. After Schmidt's takeover, public relations efforts emphasized that despite relocating production facilities, the beer’s flavor profile remained consistent.

Kaier's Special Beer

Established in 1880 by Charles D. Kaier in Mahanoy City, Pennsylvania, Kaier's brewery reached its highest production volume of 200,000 barrels per year during the late 1940s. However, by 1960, output had decreased to 107,000 barrels as a result of the decline in the coal industry. In 1966, Ortlieb's acquired a controlling stake in Kaier and transferred brewing operations to its Shamokin facility until that brewery ceased operations in 1974. Following this closure, Kaier's Special Beer was brewed at Ortlieb's Philadelphia plant. When Schmidt's took over Ortlieb's brands, it maintained the production of Kaier's Special Beer at least through 1985.

McSorley's Ale

McSorley's Ale was originally crafted specifically for McSorley's Old Ale House in Manhattan, which opened in 1854 and is recognized as the longest continuously running tavern in the United States. The ale was first produced by Fidelio Brewery, later known as Greater New York Brewery, before production transitioned to Rheingold by 1947. After Schmidt's acquired Rheingold's labels in 1977, the McSorley's brand was sold to Ortlieb's, where brewmaster Bill Moeller managed its brewing. When Schmidt's purchased Ortlieb's in 1981, Moeller continued overseeing McSorley's Ale production. The ale is distinguished by its rich amber hue, malty hop fragrance, balanced taste with moderate bitterness (approximately 30 IBUs), and the use of imported Hallertau hops combined with dry-hopping techniques. Prior to the craft beer movement, McSorley's Ale was highly esteemed. Since Schmidt's closure in 1987, its production has been continued by Heileman, Stroh, and Pabst.

Coqui Malt Liquor

In 1973, Ortlieb's began contract brewing Olde English 800 Malt Liquor on behalf of Blitz-Weinhard—a Portland-based brewery without facilities on the East Coast. After Pabst acquired Blitz-Weinhard in 1979, this contract ended and production moved to Pabst’s own East Coast breweries. Subsequently, Ortlieb introduced its own malt liquor brand named Coqui 900 Malt Liquor, which featured packaging similar to Olde English and likely shared a comparable recipe. Among Schmidt’s portfolio in 1987, Coqui proved to be one of the longer-lasting brands, with production continuing into the mid-2010s.

Company name history

Christian Schmidt, Kensington Brewery 1861–1892
C. Schmidt & Sons 1892–1902
C. Schmidt & Sons Brewing Co. 1902–1933
C. Schmidt & Sons, Inc. 1933–1979
Christian Schmidt Brewing Co. 1979–1987

External links