By 1967, the company's president and chairman was August Uihlein's grandson, Robert Uihlein, Jr. 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 product from forming a haze, using high-temperature fermentation instead of the traditional method, and also substituted less-expensive extracts rather than traditional ingredients. Schlitz also experimented with continuous fermentation, even designing and building a new brewery around the process in Baldwinsville, New York. 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.