Brewing is surely the business most closely associated with German-American immigrant entrepreneurs, and the Joseph Schlitz Brewing Company was one of the most prominent and best known examples. This biographical case study, however, stresses that the success of immigrant entrepreneurs was not only related to a new type of (lager) beer and an intense knowledge transfer from Germany to the United States. The Joseph Schlitz Brewing Company was the result of the work of three different families, closely connected by regional origins, marriage, and kinship. When Georg August Krug opened a saloon and a small brewery in Milwaukee in 1848–1849, he offered a service like that provided by hundreds of other German immigrants. Upon Krug’s death, in 1856, Joseph Schlitz, his bookkeeper, took over the business and eventually married Krug’s widow Anna Maria. Schlitz built the brewery into one of the larger local and regional players over the years before his accidental death in 1875, when it was taken over by his nephews, the Uihlein brothers.