For collectors of breweriana, especially those who appreciate classic Milwaukee brands like Blatz, one of the more surprising chapters in beer history has nothing to do with lagers. It involves gum.
Founded in 1851, the Valentin Blatz Brewing Company grew into one of Milwaukee’s powerhouse breweries, competing with giants like Pabst Brewing Company and Joseph Schlitz Brewing Company. By the late 19th and early 20th centuries, Blatz had built a strong national reputation on its slogan, “Blatz — Milwaukee’s Finest Beer.”
But, like every American brewery, Blatz faced an existential crisis during Prohibition. When the 18th Amendment took effect in 1920, breweries were forced to either shut down or pivot to alternative products. Many produced “near beer,” soft drinks, malt syrup or even ice cream. Blatz added another unexpected item to the list: chewing gum.
Breweries already had access to bottling equipment, flavoring expertise and distribution networks, assets that could be repurposed. Producing gum was one way to keep facilities operating and workers employed during a time when brewing alcohol was illegal. While Blatz’s gum never became as iconic as its pre- or post-Prohibition beer, it reflects the creativity and resilience of American breweries during one of the most challenging periods in their history.
When Prohibition was repealed in 1933, Blatz quickly returned its focus to beer production. The gum experiment faded into obscurity, but it remains a fascinating footnote — proof that even a traditional lager brewery could briefly reinvent itself in order to survive.
For breweriana collectors, stories like this make brands such as Blatz even more compelling. Beyond the labels, trays and bottles lies a rich history of adaptation, competition and ingenuity — sometimes in the most unexpected forms.
Have any Blatz memorabilia?
Do you have any Blatz beer memorabilia you are looking to sell? Contact me at contact@danthebeerman.com or reach out via Facebook.
Pictured Above: A complete pack of 1920s Blatz grape gum in my collection.
