Peoples and the Chief

The Oshkosh Brewing Company closed in 1971. The brewery quickly sold its brands – including Chief Oshkosh – to its neighbor across the street, Peoples Brewing Company. These two display ads were issued by Peoples shortly after the sale.

If you’d like to read more about Chief Oshkosh Beer going to Peoples follow this link.

The 1943 Beer Roll

In 1943, the Oshkosh Brewing Company’s “beer roll” returned to deliver kegged beer to taverns in the city. The move was made out of necessity. Almost two years earlier, America had entered World War II. The extensive rationing that followed made it difficult for OBC to source gasoline and tires for the brewery’s fleet of delivery vehicles. The old-fangled beer roll was reintroduced to help stretch those limited resources. 

1944

The wagon wasn’t the only part of this picture brought out of retirement. John Pahlow is the man holding the reins. He had been a teamster for OBC during the early 1900s. That occupation was lost to a truck. Pahlow was 61 when he got his old job back. For the next couple of years, it wasn’t unusual to see him driving his team through the city streets with a wagon full of kegged beer.

An Illustrated History of the Oshkosh Brewing Company

The Oshkosh Brewing Company remains the largest brewery this city has ever had. At its peak in the late 1950s, OBC produced over 60,000 barrels of beer annually. To put that in perspective, last year’s combined production of the three breweries currently operating in Oshkosh was less than 3,000 barrels. OBC was one of Wisconsin’s great, regional breweries.

The Formation of a Brewery
In the late 1880s, Oshkosh became a distribution hub for some of America's largest breweries. Pabst, Schlitz, Anheuser-Busch, Miller, and others came here. They established beer-bottling plants, distribution warehouses, and saloons.

Schlitz Hall at the corner of Washington and State was one of several properties owned by Schlitz in Oshkosh.

At the same time, Oshkosh was home to four breweries. The local breweries had controlled the city's beer market for decades. But that control began slipping away after the larger, “shipping” breweries established a presence here.

The smallest of the four Oshkosh breweries was the Rahr Brewing Company at the foot of Rahr Avenue.

Rahr Brewing Company.

Next in size was the Gambrinus Brewery on Harney Avenue.

Kuenzl's Gambrinus Brewery

The John Glatz and Son Union Brewery at the foot of Doty Street was the second largest of the four breweries.

Glatz and Son's Union Brewery.

The largest Oshkosh brewery was Horn & Schwalm’s Brooklyn Brewery on the east side of Doty Street south of 16th Avenue.

Horn & Schwalm’s Brooklyn Brewery.

By 1893, the “foreign” competition had grown so intense that the Oshkosh breweries planned for a merger in hopes of reasserting control over the local market. The Rahr Brewing Company, determined to maintain its independence, bowed out of the discussions. On March 21, 1894, the Gambrinus, Glatz and Son, and Horn & Schwalm breweries merged to form the Oshkosh Brewing Company.

A composite rendering of the three breweries of the Oshkosh Brewing Company. The proximity shown here is an artistic fantasy. The three facilities were in separate locations.

1894-1899: All Together Now
OBC continued to operate the three breweries that had existed prior to the merger. Lager beer production was split between the Horn & Schwalm and Glatz breweries. The Gambrinus Brewery was converted into a bottling plant, and was later used for the production of Berliner Weisse.

The former Glatz and Son Brewery rebranded as the Oshkosh Brewing Company.

An image of Chief Oshkosh was adopted as the brewery’s trademark. The illustration was based upon an 1855 daguerreotype of the Menominee leader. Oshkosh died in 1858.

Through the 1890s, OBC produced a wide-range of beers that reflected the European heritage of its founding breweries. Among the early OBC brews were a Bohemian-style Pilsner, a Vienna-style lager, and a dark, “Culmbacher” type bier. The brewery’s most popular beer was its Stock Lager dispensed from wooden kegs. This was a deep, amber brew sold at most Oshkosh saloons for five cents a mug.

The brewery’s line-up for winter of 1895. Oshkosh Labor Advocate, January 25, 1895.

OBC sourced nearly all of the barley and corn for its beer from local farmers. The barley was converted into brewer’s malt at the malting facilities within the Horn & Schwalm and Glatz breweries. By the close of the 1890s, OBC was producing almost 16,000 barrels of beer annually from locally-grown cereal grains.

1900-1920: Years of Triumph
The Oshkosh Brewing Company succeeded in overcoming its larger competitors. By 1900, OBC was the source for 75 percent of all beer sold in the City of Oshkosh. The brewery’s thundering, horse-drawn beer wagons were a common sight here. OBC employed five teams delivering beer to every part of the city and much of the surrounding area.

In the early 1900s, OBC began acquiring saloon properties and converting them into tied-houses that sold no beer other than that brewed by the Oshkosh Brewing Company. A number of those OBC taverns remain, including Nigl’s and Jeff’s on Rugby. The well known Witzke Tavern at the corner of 17th and Oregon was built by OBC in 1902.

Witzke’s, early 1900s.

By 1910, OBC was producing 30,000 barrels of beer annually. The rising output tested the limits of the brewery's aging facilities. OBC began construction of a new brewery in 1911. When completed in 1912, it was described as "one of the most modern and up-to-date establishments in the entire middle west.” It was built adjacent to the former Horn & Schwalm Brewery on the east side of Doty Street. The facility was six stories at its peak. The red-brick brewery became a southside landmark.

A new brewery and a new mode of delivery. This photo, circa 1915, shows the brewery at a time when it was transitioning from horse-drawn wagons to motorized vehicles.

The variety of beer offered by OBC contracted as the brewery expanded. Pale, light-bodied lager became the norm during the first two decades of the 1900s. The lighter beers appealed to a younger generation of drinkers. Just as Oshkosh's foreign-born population was giving way to their American-born offspring, these pale beers supplanted the traditional, European-styles of lager beer that had been favored in Oshkosh since the 1850s. Gilt Edge was OBC’s premium, pale beer during the early 1900s. Here are a couple of advertising pieces for Gilt Edge that indicate the sort of audience the brewery was pursuing.

Gilt Edge drinkers in the early 1900s.

The most dramatic change in the brewery's beer was yet to come. OBC began preparing for the inevitable as the country blundered its way towards National Prohibition. The brewery’s first non-alcoholic beer, named PEP, was released in 1919. PEP enjoyed a brief phase of popularity after Prohibition arrived in 1920. It was purchased in volume by “beer doctors” who would "needle" the non-intoxicating beer with moonshine, giving it the PEP promised by the advertising.

1920-1932: Curse of the Dry Years

With the dawn of Prohibition in 1920, Oshkosh Brewing was forced to find alternate revenue streams to keep the business afloat. At OBC they were up for just about anything.

Among the more curious ventures was the Oshkosh Colytic Egg and Storage Company. The less than successful enterprise saw part of the brewery converted into a facility for pasteurizing and processing eggs. Another section of the brewery was leased to local farmers for grain storage. And then there was root beer. OBC made rivers of root beer during Prohibition.

But the heart of the brewery remained dedicated to something closer to beer. OBC continued to produce non-alcoholic beer throughout the dry years. The label below was used during the 1920s for the beer-like Oshkosh Beverage. It weighed in at a dispirited one-half of one percent alcohol by volume.

In 1928, OBC introduced its Chief Oshkosh brand. The first iteration of Chief Oshkosh was a non-alcoholic beer.

The “near” beers floundered as Prohibition dragged on. By the early 1920s, the City of Oshkosh was inundated with real beer produced by wildcat breweries and homebrewers. OBC served that market by supplying the black-market brewers with pre-hopped malt syrups that could be used to produce real beer. Malt syrup was key to the brewery's survival and continued being produced by OBC until beer was legalized in 1933.

1933-1940: Beer is Back
At midnight on Friday, April 7th, 1933, the steam whistle atop the Oshkosh Brewing Company let out a long cry of relief. Beer was legal again, though Prohibition had yet to be repealed. But the signing of the Cullen–Harrison Act subverted the intentions of the dry law by declaring that beer containing 4% alcohol by volume or less was too mild to intoxicate and, thereby, not subject to the strictures of the 18th Amendment. OBC was back in business.

The brewery rushed the initial run of 4% ABV Chief Oshkosh Beer onto the market in bottles bearing a hastily designed and printed label. Nothing fancy, just the facts.

Prohibition was fully repealed eight months later on December 6, 1933. At OBC they responded by kicking up the strength of Chief Oshkosh to 4.5% ABV. The stronger Chief was an immediate hit. By 1934, OBC’s annual production had spiked to over 45,000 barrels.

A Chief Oshkosh Beer lighted sign, Circa 1935.

More and more of OBC’s beer was being packaged in bottles. Since the founding of the brewery, the majority of its beer had been sold in wooden kegs at saloons. But Prohibition had changed America’s drinking habits. Increasingly, people were drinking beer served out of their ice boxes and refrigerators at home. Over the next decade, bottled beer sales would surpass the sales of OBC’s keg beer.

Beer was back, but the 1930s remained difficult. Oshkosh was devastated by the Great Depression of the 1930s. The city’s population decreased for the first time. Oshkosh lost 40% of its manufacturing jobs and overall unemployment was estimated to be near 50%. The bleak economy led to stagnating beer sales. By the end of the 1930s, OBC’s production slumped to pre-Prohibition levels.

OBC, circa 1940.

1940s: Wartime Beer
The economy slowly rebounded and a new set of troubles arose. Rationing became a way of life after America entered World War II in December 1941. Shortages of everything from grain to bottle caps forced brewers to get by with less of what they needed to produce and transport beer. The brewery began to rely heavily on quart and half-gallon “picnic-size” bottles to reduce the number of caps needed to package beer.

The war ended in 1945, but the after-effects lingered. OBC was rationing its beer well into 1946.

Oshkosh Daily Northwestern; May 15, 1946.

At the close of the decade, the brewery had regained its footing and was looking to the future. In June of 1949, OBC became the first Oshkosh brewery to package its beer in cans. The 1949 canned version of Chief Oshkosh Beer came in a silver crowntainer.

1950s: A Brewery at its Peak
At mid-century, OBC hit its stride. The 1950s began with the reformulation of the Chief Oshkosh Beer recipe. Sales Director Lorenz “Shorty” Kuenzl described it as a “Pilsener beer that would appeal to all kinds of beer tastes in people.”

Lorenz “Shorty” Kuenzl at his office desk drinking a glass of 1950s Chief Oshkosh.

Kuenzl was right. Sales of the new Chief Oshkosh Beer rose rapidly; from less than 40,000 barrels in 1949 to more than 58,000 barrels in 1953. It would become the best selling, most widely distributed beer ever produced by an Oshkosh brewery.

OBC celebrated its 90th anniversary in 1956, despite having been launched just 62 years earlier. Nobody seemed to notice the discrepancy. Afterall, there was plenty of free beer to be had. Beginning on May 22, 1956, the brewery invited the entire city to the brewery for a look around, a bite to eat, and a few beers on the house. Thirsty Oshkoshers turned out in droves.

Party at the brewery, 1956.

In 1957, there were 42 breweries operating in Wisconsin. OBC was the 10th largest, producing 57,541 barrels of beer. The brewery’s peak came in 1959 when its production rose to 63,165 barrels. The regional powerhouse from Oshkosh appeared unstoppable.

During the brewery’s peak years, OBC’s delivery fleet traveled throughout the state.

1960-1986: The Fall of OBC
In the 1960s, the American brewing landscape was remade. A wave of consolidation saw the industry being taken over by massive corporations such as Anheuser-Busch, Schlitz, Miller, and Pabst. Regional breweries like the Oshkosh Brewing Company were being squeezed out. Yet some of the smaller players survived. OBC with its robust growth, appeared uniquely poised to endure the culling. But there was one thing missing: the family-run business had run out of family.

Standing from left to right, OBC treasurer Earl Horn, president Arthur Schwalm, and secretary Lorenz “Shorty” Kuenzl.

OBC was still directed by members of the Horn, Kuenzl, and Schwalm families. Those families had been at the helm since the inception. But the next generation of Horns and Schwalms, who together held the controlling shares of the brewery’s stock, wanted no part of the beer business. In August 1961, the two families sold their stake in the Oshkosh Brewing Company. The buyer was a man from Milwaukee named David Uihlein.

David V. Uihlein

David Uihlein was no ordinary man from Milwaukee. His family owned the controlling interest in Schlitz Brewing. Schlitz was then the second largest brewery in the nation. Uihlein’s vision for OBC had nothing to do with overseeing its continued success. He had purchased the brewery with the intention of selling it to Schlitz; at a handsome profit, presumably. That plan fell apart when Schlitz president Robert Uihlein rejected his cousin’s offer. David Uihlein was left stranded in Oshkosh with a brewery he didn’t want.

OBC Brewmaster Wilbur Strottman (left) and David Uihlein in the OBC brewhouse.

Initially at least, Uihlein seemed interested in making the best of his unenviable situation. He invested in new equipment, initiated an aggressive marketing campaign, and tried to expand the brewery’s distribution. But those efforts were accompanied by crucial errors. The most glaring was his change to the recipe for Chief Oshkosh Beer. Uihlein’s version of Chief Oshkosh was cheaper to brew. But the reformulated beer fell out of favor with long-time drinkers of “Oshkosh.” Sales plummeted.

Reformulated and redesigned. Chief Oshkosh cans from the Uihlein era.

Under Uihlein, OBC expanded its portfolio in an attempt to reverse the slide. In 1966, the brewery purchased the brand rights to three beers that had been left for dead by failed breweries: Badger Brew from Effinger Brewing in Baraboo,  Liebrau of Two Rivers Brewing, and Rahr’s of Green Bay.

The resuscitated beers didn't help. OBC's losses continued piling up. By the end of 1969, annual production had fallen to just 34,000 barrels; a 40% drop since Uihlein had taken ownership. David Uihlein sold his stake in OBC in 1969. He returned to Milwaukee where he took a seat on the board of directors of Schlitz. There he helped guide Schlitz to its ultimate demise.

Harold Kriz, who had been with the brewery since 1952, became president of OBC upon Uihlein’s departure in 1969.

OBC was purchased by a coalition of Oshkosh residents and brewery employees doing business as Hometown Brewery, Inc. But there was little left to redeem. Chief Oshkosh was now a bargain-bin beer. The brewery that produced it had fallen into disrepair. The last batch of Chief Oshkosh was brewed on September 9, 1971. The following month, the Oshkosh Brewing Company announced its closing.

In November 1971, the brands of the Oshkosh Brewing Company were purchased by Peoples Brewing Company of Oshkosh. Chief Oshkosh Beer was brewed at Peoples until that brewery closed in 1972.

In 1986, the Oshkosh Brewing Company’s towering brewhouse was demolished after years of neglect.

The Chief Oshkosh emblem that was attached to the face of the brewery now resides at the Oshkosh Public Museum. The 800-pound, terra cotta piece went on permanent display at the museum in 2009.

Further Reading
And if that wasn’t enough… Here is a selection of links leading to articles that go deeper on aspects of the Oshkosh Brewing Company's history covered in this post.

The Formation of a Brewery

In the late 1880s, Oshkosh became a distribution hub for some of America's largest breweries.

On March 21, 1894, the Gambrinus, Glatz and Son, and Horn & Schwalm breweries merged to form the Oshkosh Brewing Company.

1894-1899: All Together

An image of Chief Oshkosh was adopted as the brewery’s trademark.

Through the 1890s, OBC produced a wide-range of beers that reflected the European heritage of its founding breweries.

1900-1920: Years of Triumph

The Oshkosh Brewing Company succeeded in overcoming its larger competitors.

The brewery’s first non-alcoholic beer, named PEP.

It was purchased in volume by “beer doctors” who would "needle" the non-intoxicating beer with moonshine.

1920-1932: The Curse of the Dry Years

In 1928, OBC introduced its Chief Oshkosh brand. The first iteration of Chief Oshkosh was a non-alcoholic beer.

By the early 1920s, the City of Oshkosh was inundated with real beer produced by wildcat breweries and homebrewers.

1933-1940: Beer is Back!

At midnight Friday, April 7th, 1933, the steam whistle atop the Oshkosh Brewing Company let out a long cry of relief.

The 1940s: Wartime Beer

In June of 1949, OBC became the first Oshkosh brewery to package its beer in cans.

The 1950s: A Brewery at its Peak

The new Chief Oshkosh Beer.

OBC celebrated its 90th anniversary in 1956, despite having been launched just 62 years earlier.

The 1960-1986: The Fall of OBC

In August 1961, the two families sold their stake in the Oshkosh Brewing Company.

Under Uihlein, OBC expanded its portfolio in an attempt to reverse the slide.

OBC was purchased by a coalition of Oshkosh residents and brewery employees doing business as Hometown Brewery, Inc.

In November 1971, the brands of the Oshkosh Brewing Company were purchased by Peoples Brewing Company of Oshkosh.

In 1986, the Oshkosh Brewing Company’s once majestic brewhouse was demolished.

The emblem bearing the image of Chief Oshkosh is now at the Oshkosh Public Museum.

Fifty Years Ago...

The Oshkosh Brewing Company ceased production 50 years ago today on October 18, 1971. With that, Peoples Brewing became Oshkosh's sole brewery. It was the first time since 1849 that Oshkosh was home to just one brewery. Two weeks after the closing, it was announced that Peoples Brewing had purchased the brands of the Oshkosh Brewing Company and would continue producing Chief Oshkosh Beer. Peoples Brewing would close a year later in November 1972.

The Wanderings of an 800-Pound Chief

Here we have about 800 pounds of baked earth. It's six-feet in diameter, 110 years old, and well-traveled.

For 75 years, that clay medallion was the emblem of the Oshkosh Brewing Company (OBC). After OBC closed in 1971, the emblem remained on the face of the defunct brewery for 15 more years. It endured in stark contrast to the decay gathering all around it.

The emblem was produced in 1911. It was to be the crowning jewel on the new brewery OBC was building at 16th and Doty. They had gone to Chicago and commissioned the nation's premier supplier of terracotta work.

"Up in Oshkosh, once the home of the red man, now the home of the lumber kings and yachting regattas, the Oshkosh Brewing Company has caused its somewhat unique trademark to be “done” in terra cotta, and the Northwestern Terra Cotta Company was called upon to do the job.”
    – The Clay-Worker, February 1912.

The Northwestern Terra Cotta Company of Chicago.

The knowing gaze of the chief had been fixed in place by the time the new brewery opened to the public in May 1912.

The new brewery of the Oshkosh Brewing Company. 1600 block of Doty Street.

And there the emblem remained even as the brewery was being torn down. On December 27, 1986, with the demolition well underway, the emblem was put up for auction.

A flyer for the 1986 auction.

About 100 people gathered in front of the crumbling brewery on that Saturday morning. Nine of them, including Lynne Webster, had come to place bids. Webster was an Oshkosh Chamber official and was there to bid on behalf of the City of Oshkosh. She could go as high as $6,600. But within minutes of the first call, Webster was out of the running.

Auctioneer Don Wagner taking bids.

The minimum bid was set at $1,000. From there, the price quickly shot past $7,000. In 20 minutes it was over. The winning bid of $8,800 was placed by Paul Winter, a 27-year-old former Oshkosh resident who had, at one time, lived near the brewery. Winter said he spent about $1,000 more than he had intended to. “A person gets kind of caught up with an auction,” he said. The total with tax came to $9,240. That didn't include the cost of getting the embedded piece down off the brewery. Winter was given two weeks to accomplish that.

Lynne Webster was disappointed but unbowed. In the days following the auction, she began recruiting donors to raise money to purchase the emblem from Winter. The primary donor would be A. Thomas Schwalm. His family had helped to found OBC in 1894.

Catherine (Schwalm) Clark and her brother Thomas Schwalm.

A. Thomas Schwalm was also a past brewmaster at OBC. He had left the brewery in August of 1950 to become co-publisher of the Oshkosh Daily Northwestern. Schwalm was not at all happy that the emblem had fallen into the hands of a private collector. "We were going to get that emblem a long time ago," he said, "I didn't want it to be lost."

OBC in the 1960s.

It almost certainly would have been lost had Thomas Schwalm not filled the funding gap needed to get it back. "I think his connection over there at the brewery – it touched him," Lynne Webster later recalled. "He saved a bit of his personal history, but also a part of the city's history."

A week after the auction, Paul Winter was persuaded to sell the emblem to the city for $9,040. That was $200 less than he had committed to pay for it. "It was a really tough decision," Winter said. He wanted it to stay in Oshkosh “where everyone could share in its beauty.”

As part of the deal, the city agreed to have a fiberglass reproduction of the emblem made for Winter. The replica was expected to cost another $2,500. Lynne Webster said that Thomas Schwalm also paid for that.

Bringing down the emblem in January 1987.

City officials immediately announced plans to turn the emblem into a monument. Thomas Schwalm said he hoped it would help remind people that Oshkosh was once a center for brewing. The last brewery in Oshkosh – Peoples Brewing – had closed 15 years earlier. “This is a segment of Oshkosh history that we no longer have," said Lynne Webster. "This monument will commemorate all the different breweries that are no longer here.”

The demolition Peoples Brewing, 1974.

Meanwhile, the city needed to decide where the emblem would go. An advisory committee that included Webster was formed to identify potential locations. Three months later, they had narrowed the choices to three: The exterior west-facing wall of the Oshkosh Public Museum; the south exterior wall of the Oshkosh Centre near the Main Street Bridge; and in South Park near the intersection of West South Park and Ohio.

While the committee deliberated, James Metz – editorial page editor of the Oshkosh Northwestern, campaigned for the emblem to be placed at the museum. Metz ran an informal poll in the paper and then announced the museum site to be the overwhelming favorite of those who responded. Metz and his cohort didn't have their way.

In July 1987, the emblem was placed on the south wall of the Oshkosh Centre. The site was favored by the Landmarks Commission for being the most visible location of those under consideration. Thomas Schwalm paid for the mounting. The emblem remained there for the next 20 years.

Looking north over the Main Street Bridge towards the Oshkosh Centre.
The Chief Oshkosh emblem is highlighted in yellow.

After two decades, the emblem came down again. It was removed to make way for the 2008 remodeling of the Oshkosh Centre, which is now the Oshkosh Convention Center.

This time, there wasn't a debate about where it would go next. The Oshkosh Public Museum took possession of the emblem in March of 2008. Museum director Brad Larson said it would cost about $12,000 to create a proper display for the piece. The Kuenzl Foundation donated $5,000 towards the project. The Kuenzl family had launched the Gambrinus Brewery in Oshkosh in 1875 and was one of the three founding families behind the formation of the Oshkosh Brewing Company.

The emblem was placed in a brushed-metal framework and covered with a clear, thermoplastic shield. In September 2009 it was mounted outside the main entrance to the Oshkosh Public Museum. You can see it there today. The 110-year-old face of clay at the center of the emblem appears as composed as ever.

Oshkosh Public Museum.

A Few Notes...
A word of thanks to Paul Winter. Thanks also to Anna Cannizzo of the Oshkosh Public Museum. They both helped to clarify information related to the emblem and the replica that was made from it. And thanks to Tom Denow and Scott Krumenauer for sharing their pictures of the emblem while it was still on the brewery.

About that replica: It was created by the Oshkosh Public Museum from a latex mold reinforced with plaster. The fiberglass reproduction was then painted to match the colors of the original emblem. The museum kept the mold, but it eventually deteriorated and has since been discarded. Winter said he was pleased with how the reproduction of the emblem turned out.

A couple of weeks ago I put up a related post about the years of decay and eventual demolition of the Oshkosh Brewing Company's brewery. That can be found here.

You can find more on the tangled history of Chief Oshkosh and beer here.