Beer In Ads #724: Among The Hardships Of The 1856 Frontier Was The Taste Of The Beer

Friday’s ad is for Hamm’s, from 1970. What great conceit. “Among the hardships of the 1856 frontier was the taste of the beer. Then came Hamm’s.” But my favorite bits is at the end, where they claim that Hamm’s flavor, such as it is, “runs as deep as ever. And nothing’s come along that can beat it.” It’s a good thing that ad was in 1970, because that statement surely would not stand up to scrutiny today.


Austria Beer

Today in 1955, Austria had their sovereignty restored.


Austria Breweries

Austria Brewery Guides

Other Guides

Guild: Verband der Brauereien Österreichs (Brewers Association of Austria)

National Regulatory Agency: Federal Ministry for Agriculture, Forestry, Environment and Water Management (BMLFUW)

Beverage Alcohol Labeling Requirements: See European Union Regulations

Drunk Driving Laws: BAC 0.05% [Note: 0.01% for drivers who have held a licence for less than 2 years and drivers of vehicles over 7.5 tonnes]


  • Full Name: Republic of Austria
  • Location: Central Europe, north of Italy and Slovenia
  • Government Type: Federal Republic
  • Language: German (official nationwide) 88.6%, Turkish 2.3%, Serbian 2.2%, Croatian (official in Burgenland) 1.6%, other (includes Slovene, official in Carinthia, and Hungarian, official in Burgenland) 5.3%
  • Religion(s): Roman Catholic 73.6%, Protestant 4.7%, Muslim 4.2%, other 3.5%, unspecified 2%, none 12%
  • Capital: Vienna
  • Population: 8,219,743; 94th
  • Area: 83,871 sq km, 114th
  • Comparative Area: Slightly smaller than Maine
  • National Food: Tafelspitz, Wiener Schnitzel
  • National Symbol: Eagle (Bundesadler); Edelweiss; Black Eagle wearing broken chains
  • Affiliations: UN, EU
  • Independence: Restoration of sovereignty, October 26, 1955, celebrated as a National Day, commemorating the passage of the law on permanent neutrality / Republic proclaimed, November 12, 1918 / Margravate of Austria established, 976 / Duchy of Austria founded, September 17, 1156 / Austrian Empire proclaimed, August 11, 1804


  • Alcohol Legal: Yes
  • Minimum Drinking Age: 16 (18 for distilled beverages in some areas {Note: Upper Austria, Salzburg and Tirol prohibit the consumption of distilled beverages below the age of 18, while Carinthia and Styria prohibit drinks containing more than 12% or 14% of alcohol respectively in this age bracket. Carinthia also requires adolescents to maintain a blood alcohol level below 0.05%, Upper Austria prohibits “excessive consumption”, and Salzburg prohibits consumption that would result in a state of intoxication. Prohibitions in Vienna, Burgenland, Lower Austria and Vorarlberg apply only to alcohol consumption in public. Vienna also prohibits the consumption of alcohol in schools by those under the age of 18.]
  • BAC: 0.05%
  • Number of Breweries: 119


  • How to Say “Beer”: bier
  • How to Order a Beer: Ein Bier, bitte
  • How to Say “Cheers”: Auf ihr wohl / Prosit
  • Toasting Etiquette: Traditionally, the host of the meal or event will initiate proceedings with a toast. Until then, no one should raise a glass. The host will lift his or her glass while making eye contact with the most senior guest and say Prost! The guest of honor should reply with a toast of thanks at the end of the meal or event.


Alcohol Consumption By Type:

  • Beer: 53%
  • Wine: 32%
  • Spirits: 13%
  • Other: 2%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 12.60
  • Unrecorded: 0.64
  • Total: 13.24
  • Beer: 6.70

WHO Alcohol Data:

  • Per Capita Consumption: 12.6 litres
  • Alcohol Consumption Trend: Stable
  • Excise Taxes: Yes
  • Minimum Age: 16
  • Sales Restrictions: Intoxicated persons
  • Advertising Restrictions: Yes
  • Sponsorship/Promotional Restrictions: No

Patterns of Drinking Score: 1

Prohibition: None