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In both the 1950 and 1970 rankings
Schaefer Beer was one of the top selling beers in the US, ranking as high as fifth. Though it was producing more than twice as much beer in 1980, the gap between it and the top national brands was dramatically widening. In 1981, the Schaefer family sold the company
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Figures for 1970 indicate a total of 5,749,000 barrels for the F. & M. Schaefer
Brewing Co., good for fifth place, but a mere one quarter of No. 1 Anheuser-Busch, Inc.'s 22,201,811, a third of No. 2 Jos. Schlitz Brewing Co.'s 15,129,000, and a quarter of No. 3 Pabst Brewing Co.'s
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The advertising slogan for
Schaefer beer is the jingle "Schaefer is the one beer to have when you're having more than one." An earlier advertising campaign from the 1950s asserted, "What do you hear in the best of circles? Schaefer, all around!" In Spanish, Schaefer's slogan was
202:(near Allentown) that same year. Known as the Lehigh Valley Plant, it opened in 1972. In 1974, it was expanded from its original 1.1 million barrels-per-year capacity to 2.5 million, and then enlarged again in 1975 to over 5 million barrels.
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for the privilege, one of the earliest known examples of a stadium selling naming rights. After 12 years, the contract expired and the name was changed to
Sullivan Stadium in 1983 (after the family that owned the team).
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During the 1970s and 1980s, Schaefer was one of the top selling beers in Puerto Rico and Guam. A large and quite famous
Schaefer beer billboard was once displayed at the main entrance to the city of
375:. Schaefer still holds the record for being the beer with the most unit sales in Puerto Rico, 13 million cases in a year, in 1979-80. It became well known among Puerto Rican salsa fans.
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Pabst retained the license to
Schaefer, and as of 2021 outsourced a reformulated brew it labels "Schaefer" and sells in niche markets in the United States.
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In order to expand capacity for regional sales and fend off competition from national brands, Schaefer began construction of a large modern brewery in
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Stroh's then took over the
Allentown plant in its own bid for national market share. It operated the plant until the company was absorbed by
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lit up depending on whether the official scorer ruled that a batter reached base on a hit or an error, respectively.
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in 1999. When Pabst divested its facilities and opted to become a "virtual brewer", it sold the plant to
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Number 4 Adolph Coors Co.'s 7,277,076 barrels only gained ground on the front-runners during the decade.
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from 1971-2001, was originally named
Schaefer Stadium after the beer company paid
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Schaefer had major exhibitions at both of New York City's World's Fairs, held in
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A vintage
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just two years later. In 2008, Diageo sold it to the
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191:first produced in New York City during 1842 by the
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313:Schaefer was the official beer sponsor of the
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109:Learn how and when to remove this message
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321:until the franchise's departure for
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193:F. & M. Schaefer Brewing Company
131:F. & M. Schaefer Brewing Company
47:adding citations to reliable sources
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558:American beer brands
353:New England Patriots
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302:. During both the
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137:Introduced
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