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368:'s claim as the largest brewery in the United States. Schlitz began pioneering numerous advances in the brewing industry, most notably the use of brown glass bottles beginning in 1912. Previously, beer was bottled in clear glass bottles, but this allowed sunlight to spoil the flavor of the beer. The entire industry quickly adopted the brown bottle, and the design is still used to this day. Schlitz's pioneering of the brown bottle was the inspiration for the Schlitz Brown Bottle Restaurant in Milwaukee, which opened in 1938.
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began negotiating a deal to sell the company and cut their losses. As the
Milwaukee plant was the oldest and least efficient of the Schlitz breweries, and unable to afford to keep operating it due to the strike, Schlitz closed the doors to the Milwaukee brewery, thus ending the strike and, ultimately, signaling the end for Schlitz being one of the most popular beer companies in America.
40:
586:, continues to produce Schlitz beer, Old Milwaukee, and four Schlitz malt liquors—Schlitz Red Bull, Schlitz Bull Ice, Schlitz High Gravity, and Schlitz Malt Liquor. Although it has fallen from its former title as one of America's most popular beers, the Schlitz brand is still alive today and remains a sentimental favorite in the Midwest.
239:), was known as "The beer that made Milwaukee famous" and was advertised with the slogan "When you're out of Schlitz, you're out of beer". Schlitz first became the largest beer producer in the US in 1902 and enjoyed that status at several points during the first half of the 20th century, exchanging the title with
494:
The
Baldwinsville brewery was purchased by Anheuser-Busch in 1981 to supplement production of the upcoming Budweiser Light – now Bud Light – release in 1982. Because of the nonstandard brewery design, Baldwinsville is unique and capable of complex production, making it a key player in the
342:. When Anna Maria Krug Schlitz died in 1887, the Uihleins acquired complete ownership of the firm, and the Uihlein family continued to run the brewery for over one hundred years. Despite this change, the Uihleins decided to keep the name Schlitz, as Americans had difficulty pronouncing their surname.
449:
In 1976, concern was growing that the Food and Drug
Administration would require all ingredients to be labeled on their bottles and cans. To prevent having to disclose the artificial additive of the silica gel, Uihlein switched to an agent called "Chill-garde" which would be filtered out at the end
536:
The once-strong
Schlitz brand was relegated to cheap beer or "bargain brand" status and became increasingly difficult to find in bars and restaurants. Ironically enough, Stroh itself was beginning to struggle from the weight of its business, and it had never been able to get out from under the debt
490:
The strike lasted for almost four months, and the company quickly abandoned all remaining hope that it could be saved, as all previous attempts were utter failures and the strikes had now crippled the company's production line and finances. The
Schlitz management team finally threw in the towel and
428:
Faced with a desire to meet large volume demands while also cutting the cost of production, the brewing process for
Schlitz's flagship Schlitz beer was changed in the early 1970s. The primary changes involved using corn syrup to replace some of the malted barley, adding a silica gel to prevent the
544:
During the reformulating period of the early 1970s, the original
Schlitz beer formula was lost and never included in any of the subsequent sales of the company. Through research of documents and interviews with former Schlitz brewmasters and taste-testers, Pabst was able to reconstruct the 1960s
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in a tavern brewery owned by August Krug. In 1856, he took over management of the brewery following the death of Krug. In 1858, Schlitz married the widow, Anna Maria Krug, and then changed the name of the brewery to the Jos. Schlitz
Brewing Co. in 1861, Krug's 16-year-old nephew, August Uihlein,
473:
In each of the ads, an off-screen speaker tries to convince a
Schlitz drinker to switch to a rival beer. The Schlitz drinker then talked about how they would never switch and jokingly threatened the person trying to persuade them away from their favorite beer. Despite the tone of the campaign
503:
beat out Pabst and
Heileman by bidding for 67 percent of Schlitz. By spring of that year, Stroh had purchased the entire company, making Stroh's the third largest brewing enterprise in America. During the takeover, Schlitz fought a fierce battle in the courts trying to remain independent.
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This forced the company to change its name from Schlitz Brewing Company to the Schlitz Beverage Company and changed its "famous" slogan to "The drink that made Milwaukee famous." Schlitz primarily focused on producing malt extract and non-alcoholic soft drinks called
404:
that they used to keep the brewing equipment operational, as the Uihleins correctly deduced that Prohibition would not be permanent. After Prohibition ended in late 1933, Schlitz again began producing beer and quickly became the world's top-selling brewery in 1934.
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of production, so it would be considered nondisclosable. The agent reacted badly with a foam stabilizer that was used and Schlitz recalled 10 million bottles of beer, costing it $ 1.4 million. Schlitz was further hurt by the rise of high-volume light beers such as
417:. The strike greatly impacted Schlitz's production, including all of Milwaukee's other breweries and allowed Anheuser-Busch to surpass Schlitz in the American beer market. The popularity of Schlitz's namesake beer, along with the introduction of value-priced
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instead of the traditional method, and also substituted less-expensive extracts rather than traditional ingredients. Schlitz also experimented with continuous fermentation, even building a new brewery specifically designed to use the process in
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of 1871 is simply a modern myth, pushed by later marketing campaigns. Schlitz' national expansion was based on new distribution points in Chicago and elsewhere, and the consequent use of the railway. From the late 1880s, Schlitz built dozens of
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intending to be comedic levity, audiences found the campaign somewhat menacing and the ad industry dubbed it "Drink Schlitz or I'll kill you." Schlitz, unwilling to endure more bad press, pulled the campaign after 10 weeks and fired Burnett.
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By the 1980s, Schlitz had rebounded somewhat, but it had now fallen from the second-most-popular brewery in the country to the fourth, as Miller and Pabst had overtaken it for the first time in decades. The final blow to the company was
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in 1920. During Prohibition, Schlitz faced difficulties trying to stay open and keep their workers employed. In 1919, with Prohibition imminent, Joseph E. Uihlein Sr. created a division of Schlitz that would produce
421:, allowed Schlitz to regain the number-one position. Schlitz and Anheuser-Busch continued to compete for the top brewery in America for years. Schlitz remained the number-two brewery in America as late as 1976.
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breweries. The Milwaukee Schlitz Brewhouse stood unused after the sale to Stroh, until it was demolished in 2013. What remained of the historic Schlitz Brewery complex in Milwaukee was transformed with
575:
In 2014, Pabst Brewing Company was purchased by American entrepreneur Eugene Kashper and TSG Consumer Partners. The deal included the Schlitz brand, as well as Pabst Blue Ribbon, Old Milwaukee, and
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at the Milwaukee plant in 1981. About 700 production workers went on strike on June 1, 1981. The strike was triggered because there was no replacement contract when the union's contract expired.
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was dominant in the highly competitive chocolate industry, and Eline candies were often rife with quality control problems. Despite pouring millions into the chocolate division and creating a
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438:. The reformulated product resulted in a beer that not only lost much of the flavor and consistency of the traditional formula, but also spoiled more quickly, rapidly losing public appeal.
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at the corner of Lake and Loomis and Schuba's Tavern at the corner of Belmont and Southport. In 1873, Schlitz rejected a purchase offer from Tennessee brewer Bratton and Sons.
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On November 13, 2014, Pabst announced that it had completed its sale to Blue Ribbon Intermediate Holdings, LLC. Blue Ribbon is a partnership between American beer entrepreneur
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classic formula. The new Schlitz beer, along with a new television advertising campaign, was officially introduced in 2008. The first markets for relaunching included
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and sank, killing Schlitz and 334 others. His body was never recovered. Honoring Krug's wishes, Schlitz had it written in his own will that he also wanted the
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in Chicago, most with a concrete relief of the company logo embedded in the brickwork; several of these buildings survive today, including the
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The company flourished through much of the 1900s, starting in 1902 when the production of one million barrels of beer surpassed
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The often circulated story of Schlitz' proposed donation of thousands of barrels of beer to the Chicago population after the
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As part of its efforts to reverse the sales decline, Schlitz launched a disastrous 1977 television ad campaign created by
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Schlitz finally accepted the takeover when Stroh raised its offer from an initial $ 16 per share to $ 17, and the U.S.
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was gaining traction, and production and consumption of alcohol was eventually outlawed entirely with the passage of
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975:"Political Revolution, Emigration, and Establishing a Regional Player in Brewing: August Krug and Joseph Schlitz"
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12 domestic Anheuser-Busch plants. In 1982, there were competing bids for ownership of the Schlitz brand. The
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brothers to run the brewery when he died. Management was promptly passed to the four Uihlein brothers,
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brand (the phonetic pronunciation of Uihlein). However, Eline Chocolate did not have much success, as
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However, their success would meet the first of several major obstacles. In the early 1900s, the
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gained control of the Schlitz brand with its acquisition of the Stroh Brewery Company.
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A Schlitz Sunshine Vitamin D Beer can, circa 1936, in the Wisconsin Historical Museum
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By 1967, the company's president and chairman was August Uihlein's grandson,
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and gumball line, the venture was a failure and was abandoned by 1928.
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The company was founded by August Krug in 1849, but ownership passed to
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in 1982 and subsequently sold along with the rest of Stroh's assets to
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1473:", 2 photos, 1 color transparency, 1 photo caption page
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Collection of mid-twentieth century advertising featuring Schlitz beer
1361:"Pin-up still turns heads with beer campaign | Toledo Newspaper"
1127:"Joseph Schlitz Brewing Co. : A Chronological History 1969–1982"
1101:"Joseph Schlitz Brewing Co. : A Chronological History 1933–1969"
554:
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in 1999. Pabst produced several varieties of Schlitz beers alongside
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Bamforth, Charlie. "Cool Stuff." Brewer's Guardian: Dec.-Jan. 2008
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approved the acquisition once Stroh agreed to sell either Schlitz's
1438:(HAER) documentation, filed under Milwaukee, Milwaukee County, WI:
897:"Pabst Brewing Co sale finalised as Eugene Kashper, TSG take reins"
458:, a direction Schlitz did not aggressively pursue – although
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Schlitz Brewing Spanish ad in El Mundo newspaper (Puerto Rico 1939)
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Tasting Beer: An Insider's Guide to the World's Greatest Drink.
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866:"Pabst Brewing Company Completes Sale To Blue Ribbon Holdings"
1129:. Sussex-Lisbon Area Historical Society, Inc. Archived from
1103:. Sussex-Lisbon Area Historical Society, Inc. Archived from
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in 1858 when he married Krug's widow. Schlitz was bought by
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What's Made Milwaukee Famous (Has Made a Loser Out of Me)
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Schlitz, with original recipe, returning to Milwaukee
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Great American Beers: Twelve Brands That Became Icons
326:. While returning home, the ship hit a rock near the
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1220:"To Much Gusto: The Failed Schlitz Beer Commercials"
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product from forming a haze, using high-temperature
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1521:Historic American Engineering Record in Wisconsin
1073:"Milwaukee Notebook: The sweet smell of disaster"
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689:"There's just one word for beer, and you know it"
415:Milwaukee brewery workers went on a 76-day strike
322:In 1875, Schlitz returned to his homeland on the
665:"When you're out of Schlitz, you're out of beer"
1021:Dictionary of Wisconsin History: August Uihlein
777:
775:
572:became a spokeswoman for Schlitz beer in 2009.
1516:Defunct brewery companies of the United States
1464:Joseph Schlitz Brewing Company, Bottling House
819:"Schlitz returns, drums up nostalgic drinkers"
781:Victor J. Tremblay and Carol Horton Tremblay,
705:List of defunct breweries in the United States
537:it incurred when purchasing Schlitz. In 1999,
1292:"How Milwaukee's Famous Beer Became Infamous"
949:"How Milwaukee's Famous Beer Became Infamous"
8:
582:Pabst Brewing Company, now headquartered in
462:appeared in commercials for the short-lived
32:
27:Defunct American brewing company (1849–1999)
1478:Joseph Schlitz Brewing Company, Power Plant
1466:", 2 photos, 1 photo caption page
1459:", 2 photos, 1 photo caption page
1457:Joseph Schlitz Brewing Company, Stock House
1450:Joseph Schlitz Brewing Company, Stock House
1445:", 3 photos, 1 photo caption page
1432:from the TJS Labs Gallery of Graphic Design
1388:"Pabst: We Will Remain an American Company"
1059:"70 years of the Brown Bottle in Milwaukee"
1480:", 1 photo, 1 photo caption page
1452:", 1 photo, 1 photo caption page
1443:Joseph Schlitz Brewing Company, Brew House
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798:. Schlitz Brewing Company. Archived from
796:"Going for the Gusto for over 150 years"
349:
1330:"Schlitz brings '60s formula back home"
840:
838:
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758:. MBI Publishing Company. p. 158.
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202:, and was once the largest producer of
1506:American companies established in 1849
1471:Joseph Schlitz Brewing Company, Stable
1184:: CS1 maint: archived copy as title (
1177:
1415:Schlitz Beer commercials of the 1970s
662:"The beer that made Milwaukee famous"
478:Second union strike and sale to Stroh
7:
1436:Historic American Engineering Record
1306:"Whatever Happened to Schlitz Beer?"
947:Cornell, Martyn (January 10, 2010).
895:Wilmore, James (November 14, 2014).
618:: Dark version of the original lager
524:and other government support into a
1386:Holtz, Steve (September 23, 2014).
1246:"Workers strike at Schlitz brewery"
785:(Cambridge, MA: MIT Press 2005), 68
730:line established by Schlitz in 1895
783:The United States Brewing Industry
25:
1348:The Business Journal of Milwaukee
821:. Gannett Co. Inc. August 1, 2008
303:began employment at the brewery.
243:multiple times during the 1950s.
1496:1849 establishments in Wisconsin
1345:, a June 19, 2008, article from
377:Prohibition in the United States
212:
724:Union Refrigerator Transit Line
686:"When it's right, you know it"
409:First union strike and decline
317:Lake Street Schlitz Tied House
188:Joseph Schlitz Brewing Company
33:Joseph Schlitz Brewing Company
1:
977:. German Historical Institute
720:, sponsored television series
532:Pabst acquisition and revival
1511:Companies based in Milwaukee
1032:Wisconsin Historical Society
1045:"A history of Schlitz beer"
677:"The greatest name in beer"
671:"Just the kiss of the hops"
1547:
1202:Storey Publishing, 2009.
1087:"Schlitz FAMO Sign, 1920s"
854:from the company's website
711:Schlitz Playhouse of Stars
1476:HAER No. WI-115-F, "
1469:HAER No. WI-115-E, "
1462:HAER No. WI-115-D, "
1455:HAER No. WI-115-C, "
1448:HAER No. WI-115-B, "
1441:HAER No. WI-115-A, "
204:beer in the United States
37:
1425:Official website (Gusto)
717:Pulitzer Prize Playhouse
485:another crippling strike
1026:August 5, 2009, at the
997:"Info - Schubas Tavern"
923:"Milwaukee history: IV"
680:"Schlitz Rocks America"
522:tax increment financing
436:Baldwinsville, New York
346:Prohibition and success
18:Schlitz Brewing Company
652:: American-style lager
644:: American-style lager
606:: American-style lager
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559:Minneapolis-Saint Paul
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361:
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1526:Pabst Brewing Company
1260:"Sam Denny : CV"
870:TSG Consumer Partners
597:
539:Pabst Brewing Company
528:called Schlitz Park.
526:mixed-use development
497:Stroh Brewery Company
471:Leo Burnett & Co.
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353:
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271:TSG Consumer Partners
256:Pabst Brewing Company
252:Stroh Brewery Company
206:. Its namesake beer,
168:Pabst Brewing Company
94:Pabst Brewing Company
1501:American beer brands
953:The Beer Connoisseur
754:Yenne, Bill (2004).
674:"Move up to Schlitz"
338:, Henry, Alfred and
1367:on January 25, 2013
1308:. January 18, 2021.
1294:. January 10, 2010.
1133:on November 1, 2010
1107:on January 14, 2011
876:on January 10, 2016
864:DesChenes, Denise.
622:Schlitz Malt Liquor
390:the Hershey company
373:temperance movement
354:Advertising on the
34:
1226:. January 15, 2019
973:Spiekermann, Uwe.
850:2011-11-15 at the
683:“Go for the Gusto”
636:: Ice-brewed lager
600:
509:Justice Department
447:
426:Robert Uihlein Jr.
362:
308:Great Chicago Fire
292:
290:1914 advertisement
179:schlitzbrewing.com
145:Robert Uihlein Jr.
51:Alcoholic beverage
1061:. August 7, 2008.
1047:. August 2, 2008.
700:Beer in Milwaukee
501:Detroit, Michigan
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16:(Redirected from
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1363:. Archived from
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1332:. June 20, 2008.
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1075:. April 9, 2017.
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628:Schlitz Red Bull
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668:"Real Gusto!"
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641:Old Milwaukee
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630:: Malt liquor
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624:: Malt liquor
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612:: Light lager
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610:Schlitz Light
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115:, California
108:Headquarters
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1230:February 8,
1170:January 25,
901:Just-Drinks
634:Schlitz Ice
584:San Antonio
452:Miller Lite
324:SS Schiller
313:tied houses
113:Los Angeles
76:August Krug
1490:Categories
1006:August 30,
825:October 2,
742:References
394:hard candy
300:bookkeeper
282:Beginnings
122:Key people
1030:from the
1001:lh-st.com
568:playmate
466:in 1976.
456:Bud Light
413:In 1953,
200:Wisconsin
196:Milwaukee
194:based in
100:Successor
66:Wisconsin
62:Milwaukee
1180:cite web
1024:Archived
848:Archived
694:See also
590:Products
566:magazine
154:Products
60:1849 in
47:Industry
1224:Smitten
1137:May 15,
1111:May 15,
1034:website
906:June 5,
880:June 5,
657:Slogans
604:Schlitz
577:Colt 45
564:Playboy
551:Florida
547:Chicago
513:Memphis
332:Uihlein
277:History
208:Schlitz
192:brewery
174:Website
81:Defunct
73:Founder
57:Founded
1371:May 3,
1206:
762:
555:Boston
340:Edward
336:August
1270:(PDF)
1263:(PDF)
1164:(PDF)
1157:(PDF)
649:Primo
386:Eline
366:Pabst
164:Owner
1399:2019
1373:2013
1278:2019
1232:2020
1204:ISBN
1186:link
1172:2010
1139:2011
1113:2011
1008:2024
983:2019
960:2019
908:2015
882:2015
827:2008
760:ISBN
714:and
454:and
269:and
158:Beer
89:Fate
84:1999
515:or
499:of
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