In 1856 he assumed management of the Krug Brewery in Milwaukee , Wisconsin . In 1858 when he married Krug 's widow he changed the name of the company to the Joseph Schlitz Brewing Company . He became more successful after the Great Chicago Fire of 1871 , when he donated hundreds of barrels of beer as part of the relief effort . Many of Chicago 's breweries that had burnt were never to reopen ; Schlitz established a distribution point there and acquired a large part of the Chicago market
Great Chicago Fire
Great Chicago Fire
Joseph Schlitz