The Downfall of Schlitz

The year is 1965. Thirty-four-year-old Bob Martin relaxes in his high-backed leather chair and exhales with satisfaction. His office, perched within the imposing headquarters of the Joseph Schlitz Brewing Company in downtown Milwaukee, hums with the quiet authority of power. As well it should for the guy who’s running the marketing department for “the Beer That Made Milwaukee Famous.” Schlitz is the second-largest beer empire in the world behind only Anheuser-Busch. And it is Martin’s playground, his kingdom to control.