 Schlitz
Malt Liquor Bull - Black longhorn Brahma bull mascot used in the Schlitz Malt
Liquor produced by Pabst Brewery. In a series of TV commercials, the
mascot comes to life and breaks through walls and windows when someone opened a
can or bottle of Schlitz's Malt Liquor. Considering the consequences of opening
a bottle of that company's product, the beverage company should have gone out of
business years ago. The lawsuits from injured consumers and property claims from
insurance companies should have bankrupt them.
The Joseph Schlitz Brewing Company launched Schlitz Malt Liquor in 1963 in
8-ounce cans sporting an image of a bull. The company has been using pictures of
a bull since the Repeal of Prohibition in 1933. The original bull that inspired
the corporate image was Prince. He lived on the Uihlein family's Heaven Hill
Farm at Lake Placid, New York.
The bull used in the TV spots was called Zane. When
the bull was young it was neutered (testicles removed) and so despite his
ferocious look, this 2,000 pound bull was just as friendly as a baby. He was
owned by Ralph Helfer, the creator of Africa, USA an animal behavioral training
center located in Soledad Canyon, north of Los Angeles.
A classic 1979 TV spot shouted praises for Schlitz Malt Liquor with the
jingle "If you don't have Schlitz, you don't have gusto. Brother, you don't have
beer."
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