For whatever reason, Richmond is inextricably linked with Pabst Blue Ribbon.

On any given Friday or Saturday night, you’ll find hundreds of urban hipsters downing tall-boys of the stuff, or rotating between that and Sparks. I chalk it up to the influence Virginia Commonwealth University has on its immediate surroundings, and the fact that the college kids have something they can, in a way, call their own.

PBR is a cheap macro lager, but the company itself doesn’t even have its own brewery. It contract brews through other outfits like Miller. Even still, I’ve been known to sip a PBR not for street cred, but for those days when your only beer choice is between mass-produced lagers. Pabst Brewing Company is also responsible for such nostalgically-waxed beers as Ballantine, Stroh’s, National Bohemian (Natty Bo), and Colt 45. A rock-solid lineup. I’m partial to the Blue Bull, myself.

Well, Hampton Roads is about to get a taste of another throwback. Schlitz is hitting supermarkets and watering holes around the Seven Cities soon, according to the Virginian-Pilot. A revival of the brand and original recipe was mentioned back in April, and it became available to only a few select markets. Florida and Minnesota were first in the phase, followed by Chicago. Now, Southeastern Virginia is finally getting its taste.

Only problem is, the original recipe for it couldn’t be found. But apparently brewmaster Bob Newman did his homework and pieced together an approximation of what Schlitz used to taste like before the ’70s. Cans will feature the cheaper recipe that was used from then on, but they’re bringing back the brown bottles which will contain the “old” Schlitz. And according to the article, “[i]n 1912, the company invented something that modern-day craft brewers still consider essential to quality beer: a brown bottle that prevents spoilage by keeping out light. Schlitz also pioneered the ‘tall boy’ can.” As long as it preserves the fresh taste of maize, I’m for it.

So now when I see these punks loitering in front of the 7-Eleven with their mopeds and ultra-tight jeans, I can show them what cheap beer is really all about. Plus, I can scoff at them for not knowing their beer history, and instead of looking like a beer nerd, I’ll look more like a bitter old man. How’s that for an image change? Soon, under-30 Richmonders will be following my lead: put down that PBR and grab a Schlitz! What made Milwaukee famous can make a loser out of you, too.

As for marketing the brand, Pabst said they’re not attempting to follow the same path as Blue Ribbon with the younger generation, and instead targeting the older crowd; you know, the people who actually remember drinking the stuff. I’m sure there’s been many a day my grandfather could have been seen drinking an ice-cold Schlitz or Old Milwaukee straight from the can, telling kids to get off his lawn or spraying small, furry animals that tried to tear up his garden.

Cheers to him. Make mine a Schlitz.