Golden Goddess Figures Honor Final Batch

The National Bobblehead Hall of Fame and Museum unveiled two officially licensed, limited-edition Schlitz bobbleheads Friday to commemorate the final brewing of the iconic Milwaukee beer brand.

Schlitz completed its last batch on May 23, ending a 175-year run that began in 1849. The brewery was once America's largest and marketed itself as "the beer that made Milwaukee famous."

Design and Availability

Both figures feature the Schlitz Golden Goddess, a mid-century advertising icon best known from 1960s and 1970s illuminated bar statues. One bobblehead depicts the goddess sitting on a world globe beer tap reading "On Draught In The World's Best," while the second shows her holding up a belted globe with the Schlitz logo.

Each bobblehead is individually numbered to 2,026 and available exclusively through the museum's online store. Pricing is $40 each or $75 for the set of two, plus $8 flat-rate shipping. Expected delivery is December 2026.

The museum previously released bobbleheads of the Schlitz logo (introduced in 1892) and Joseph Schlitz from its Milwaukee Beer Baron collection.

Historical Context

Founded by August Krug in 1849 and passed to Joseph Schlitz in 1858 through marriage, the Schlitz Brewing Company became one of Milwaukee's industrial giants. The brewery first became the largest U.S. producer in 1902 and held that position at several points during the 20th century.

After Prohibition's repeal in 1933, Schlitz regained national prominence, becoming the largest American brewery again by 1947 and remaining in either first or second place until the mid-1970s.

The brand developed influential television campaigns in the 1960s with slogans including "Real gusto in a great light beer" and "When you're out of Schlitz, you're out of beer."

Stroh Brewery Company purchased Schlitz in 1982. Pabst Brewing Company acquired the brand in 1999 as part of Stroh's asset sale. In 2014, Eugene Kashper and TSG Consumer Partners purchased Pabst, gaining ownership of Schlitz, Pabst Blue Ribbon, Old Milwaukee, and Colt 45.

Final Production

On May 15, Pabst announced it would discontinue Schlitz production. Pre-orders for an 80-barrel final batch—brewed using a vintage 1948 recipe by Wisconsin Brewing Company—sold out quickly. The beer is scheduled for availability June 27.

Museum Statement

"We're excited to unveil these bobbleheads in celebration of the 175-year run of Schlitz beer," said National Bobblehead Hall of Fame and Museum co-founder and CEO Phil Sklar. "With the help of its iconic logo, 'the beer that made Milwaukee famous' has embodied the spirit of Milwaukee for the better part of two centuries. Schlitz will be missed by many, but these bobbleheads will be a must-have for Schlitz fans everywhere and the perfect way to remember an iconic beer that made Milwaukee famous!"

The National Bobblehead Hall of Fame and Museum is located at 170 S. 1st St. in Milwaukee and opened to the public February 1, 2019. The museum produces customized bobbleheads for retail sale and organizations nationwide.

Why It Matters

For beverage operators and Milwaukee hospitality venues, these collectibles offer a tangible way to memorialize Schlitz's discontinuation while capitalizing on nostalgia merchandise demand. The Golden Goddess figures tap into the brand's legacy among longtime patrons and collectors, potentially driving foot traffic for bars stocking the final vintage batch.

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Written by FBM Publications Editors