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Though he won’t specify exactly what he’s got up his sleeve this year, Chamberlain promises “lots of free Schlitz merch.” Last year, that merch included a skateboard, a talking Schlitz fish, jackets and more. He has even organized a photo booth this year, “where you and your friends can get a proper Christmas-style photo.” Most importantly, all the cash raised from the event goes to benefit Nuçi’s Space.

And isn’t that what Schlitzmas is all about, after all? Charity, generosity, giving unto others… actually, wait a second. That’s what Christmas is all about. Schlitzmas is about something else entirely, says Chamberlain—namely, “sharing and friendship and getting too drunk to remember who it was you made out with in the Johnny Cash memorial bathroom.” Now that’s more like it.

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