Why Schlitz is the Beer Pairing for ‘Moon Knight’

Wondering what to drink with the latest Marvel show to hit Disney+? Just look to the beer can that once saved Moon Knight’s life in the comics.

The Show: Superhero Action-Psychological Horror / 2022 / Marvel Studios – Disney

The Beer: American Lager / 4.6% ABV / Pabst Brewing Co.

So far, Moon Knight is the most ambitious character Marvel Studios has attempted to bring to life onscreen. Also known by his alter egos Marc Spector and Stephen Grant (to name a few), the simplest explanation of the character is a man struggling with multiple personalities who is chosen by an Ancient Egyptian god to be the “moon’s knight,” a vigilante with special powers. Trust me, that really is the simple one.

So far, the show isn’t quite as edgy as the comics. It reveals too much too fast, and so far the psychological gymnastics seem rather tame and straightforward. Unless there are some Westworld Season 1-style twists headed our way, the show’s getting mighty close to jumping off the cliff of disappointment. To those unfamiliar with the comics, however, it’s about on par with the level of zaniness in Loki, though not quite as mind-melding as WandaVision.

Don’t get me wrong — Oscar Isaac is doing a great job in the lead. If anything, he’s helping make the character more relatable to us normal humans. But that’s the thing. Moon Knight/Marc/Stephen/others is not a normal human, and his world is not meant to be a relatable one. Sometimes characters are supposed to be more for entertainment than personal connectivity.

Since this telling of Moon Knight is (so far) a little more ho-hum than anticipated, I’m pairing it up with a brew that fits the bill. Instead of a Fruited Sour with insane twists and turns or a super dark Stout with an Egyptian-inspired name, my beer pairing of choice for Marvel’s Moon Knight is, drum roll please… Schlitz. That’s right — “the beer that made Milwaukee famous.”

I know, I’m surprised as well. For the friends I haven’t met yet, I used to make my living writing beer descriptions for a craft beer retailer, and the only mentions of Schlitz in my workplace were the punchlines to jokes. The beer notoriously plummeted in popularity in the ’70s thanks to a messy combination of over-expansion, messing with the original recipe and poor marketing decisions. The company was eventually bought by Pabst in the 1990s, which has kept Schlitz Lager alive but also not done favors for its public perception.

Nevertheless, Schlitz feels like the perfect beer choice for Moon Knight watching. Here’s why:

How awesome is that? What superhero saves themself with a friggin’ beer, much less a beer that exists in the real world? Moon Knight, that’s who — in a cameo appearance in Defenders #51, Vol. 1 (1977). Clearly, he’s no ordinary superhero. In fact, he might not even be one, but the comics do an excellent job of keeping the reader guessing. I really need to check out more of them, and you should too.

In the meantime, the show is interesting enough to keep watching. It’s unclear exactly how far down the rabbit hole they’ll take things, but I’m happy to kick back with a Schlitz and find out.

What Does Schlitz Taste Like?

Schlitz is an American-style Lager that’s practically ancient compared to other beer brands (See? another reason why it pairs wonderfully with out anciently-linked superhero!) Brewed since 1849, the beer rose to prominence across the U.S. in the early 1900s. The brewers even pioneered the use of brown glass bottles for domestic beer (previously, everything was in clear glass which allowed sunlight to spoil beer surprisingly fast #TheMoreYouKnow).

But was the nifty glass the reason Schlitz was popular? No! At least not entirely — people really dug its refreshing, non-skunked taste. Long before the brewers started adding gross things like silica gel for anti-haze and aging the beer faster (an attempt to be more “efficient”), Schlitz was the quintessential American Lager. The O.G. recipe is light and crisp with soft, malty sweetness. It’s all backed with subtle bitterness from finishing on a blend of Cascade, Mt. Hood and Willamette Hops.

For a while Schlitz was the most popular beer in America. And its maker — the Milwaukee-based Joseph Schlitz Brewing Company — even led the industry as the nation’s top brewer. But that all changed in the late 1950s, when Budweiser amped up its own marketing and distributing efforts and surpassed Schlitz. Desperate to regain their footing, the Schlitz folks embarked on a frenzy of bad business decisions (including the aforementioned recipe change).

Even so, many people feel that Schlitz would still be doing just fine today if it weren’t for a particularly bad 1970s marketing campaign. Dubbed the “Drink Schlitz or I’ll kill you” ad, the TV spot featured a woodsman guy essentially threatening to set a snarling cougar on viewers who dared to either not drink Schlitz or take away his Schlitz, his “gusto.” Not only was it aggressive, but the message just wasn’t very clear. Speaking of not very clear, here’s a grainy still of the ad for you:

That infamous ad ran in 1977, which coincidentally is the same year that Moon Knight went all MacGyver with a Schlitz can in the comics. Just as America started to turn away, our hero leaned in!

The good news is that, as of 2007, Pabst is now making Schlitz with the “classic 1960s formula,” which is code for “no more cutting corners.” Honestly, the stuff is pretty refreshing as far as domestic Lagers go. Don’t expect anything super complex here, but it’ll keep your head on straight while (if) Moon Knight delves into weirder plotlines.

Where to Find Schlitz Beer Near You

As you’ve probably guessed by now, Schlitz isn’t nearly as easy to find as Budweiser, Coors, or even PBR. But you’re in luck if you live in the Midwest! The beer’s available in certain bars and grocery stores across the region, and some Kroger-run stores will even deliver it to you (most readily available for those in the Milwaukee and Chicago metro areas). Total Wine & More also carries it in some states, including ones in the South.

If you can’t seem to find any near you in the big stores, check out the locally-run bottle places and be sure to ask around. I live in Seattle, and I discovered some Schlitz on a random haunt in a nearby bottle shop. I also hear that a pizza place around here used to have a bunch of midwestern beers in cans, including Schlitz. You never know where it’ll turn up!

*Bonus Beers*

Schlitz really not doing it for ya or having too much trouble finding it? This first season of Moon Knight is set to have six episodes (I know, so short!), so here’s six bonus beers that fit the themes of the show:

• Sleep Walker / Triple IPA / 11.5% ABV / LTD Brewing Co – Hopkins, MN
• A Little Crazy / Belgian Pale Ale / 6.8% ABV / Revolution Brewing Co. – Chicago, IL
• You Can’t See Birds at Night? / Double Pastry Stout / 14.5% ABV / Other Half Brewing Co. – Brooklyn, NY (collaboration with Modern Times Brewing – San Diego, CA)
• Ancient Artifacts / Imperial NEIPA / 8% ABV / Butler Brew Works – Butler, PA
• Knight of the Moon / Scarlet IPA / 6.7% ABV / Harvest Moon Brewery – New Brunswick, NJ
• Atonement / Rye IPA / 6.8% ABV / Southern Brewing & Winemaking – Tampa, FL