There are only a few things that I consider truly important. There are my kids – I have found them to be pretty important individuals to me. There’s Sarah, my partner in crime and mother of my children – I find her to be important to me as well. I value my work and the people who surround me on a daily basis – they’re pretty important too, I guess. But there’s one thing that is so remarkable and extraordinary that I need to get it out and off my chest. It existed before me and will live on far beyond my death and any legacy I leave behind. I feel like it’s very difficult to introduce this thing and no words can really do justice to the significance inherently within. The best I can do is to give it its own paragraph.
Just listen to its name – Schlitz. Sha–litz. It’s a name that is meant to be spoken out loud and with a confidence that starts in your soul and reaches the same lips that are lucky enough to experience its golden nectar. It can mean so many things and all at the same time:
It can be so dirty - “Bang that Schlitz” …yet not.
It can be the ultimate compliment, “You, seem like a Schlitz man.”
Or it can be a spiritually fulfilling totem, “Schlitz… man.”
You may say that I am being ironic or irreverent, and to you I say this, “You’ve never had a Schlitz.”
See, I know a good brand when I see one. I have an association with Schlitz that goes back to the refrigerators of my childhood. It was always there, and it was always glorious. But something happened in the late 80’s, and the brewing recipe for the beer that built Milwaukee was lost… until now. Pabst Blue Ribbon bought the Schlitz name in 1999 and has been reformulating the beer to its former glory ever since. It’s close, but like anything that attempts to define god and perfection, to let a mere mortal quantify its perfection is to diminish its omnipotence.
So, what does all of this have to do with SXSW? Absolutely nothing. However Schlitz is served in Austin. So that’s something.
Thanks for reading.