Schlitz, Session IPAs & Starbucks Summer Strategy
From Beverage Chronicles by Beverage Chronicles
June 1, 2026 · 15 min
About this episode
This episode explores the rise and fall of Schlitz beer, the innovation of session IPAs, and Starbucks' summer marketing strategy.
Schlitz beer rose from Milwaukee brewing roots to become the world’s top-selling lager before collapsing in the 1970s after cost-cutting changes damaged quality and consumer trust. Founders All Day IPA helped redefine the “session IPA” category by offering full hop character with lower alcohol, making craft beer more approachable and widely drinkable. Starbucks’ new summer lineup uses colorful, layered drinks and experiential marketing to create premium, Instagram-ready beverages aimed at making customers feel the experience is worth the price.
Topics covered
- beer history
- craft beer
- session IPAs
- Starbucks marketing
- summer beverages
Keywords
- Schlitz
- session IPA
- All Day IPA
- Starbucks
- summer drinks
- craft beer
- marketing strategy
Mentioned in this episode
Organizations: Schlitz, Starbucks
Products: All Day IPA
Places: Milwaukee
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