In a critical miscalculation, famously known now as ‘The Schlitz Mistake,’ the company realized that while it couldn’t beat Anheuser-Busch (the brewer of Budweiser) on production, it could try to beat them on profits.

With this mission in mind, Schlitz abandoned its values and chose to cut corners on product quality to reduce costs. It did so quietly, hoping the customers wouldn’t notice the difference.

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