I remember reading John Cheever’s “The Swimmer” in college, the time in my life when my regular exposure to cheap beer was its peak, and when Schlitz was mentioned I wondered if they still made it.

I remember that The Who’s early 80s Farewell Tour was sponsored by it, because when they announced their recent Farewell Tour (which, contrary to Urban Legend, was only the second time they’d officially done one), people were joking about whether it would be sponsored by Schlitz.