And that’s precisely it: by the time I got to drinking in the early 80s, Schlitz was known as a shit beer. But to answer your question, the article concludes that there was no plan to get new customers. It is argued that C-levels knew AB and Pabst were going to nibble away at them, so they went for short-term profits, at the expense of a long-term they didn’t feel was going to exist.