Friday’s ad is another in the Budweiser historical series from 1908. The black and white ad is text-heavy and includes a history lesson on John Adams, our second president and one of the signers of the Declaration of Independence. The ad makes the curious appeal that any dealer who carries Budweiser will realize less profits than selling other beers. Why? “Because it costs more money at the brewery than any other beer made. A royal brew of malt and hops whose absolute sovereignty has never been challenged.” Interesting strategy. One other anachronistic feature of advertising a century ago. The advert ran in a publication called Pearson’s Advertiser. At the very bottom of the page it includes this gem. “You will confer a favor by mentioning PEARSON’S when you write to advertisers.”
Here’s an interesting list of the The Brewer’s 10 Commandments, or Die 10 Gebote des Bierbrauers, that I found on the website for the Museum of Beer & Brewing in Milwaukee, Wisconsin. It’s origin is apparently from “the Brewers 1887 Convention.”
The Brewer’s 10 Commandments
- Thou shalt love the god Gambrinus above all and not cloud his honor with bad beer.
- Thou shalt not honor any other beer gods and not stretch your beers with chemical additions.
- Thou shalt brew good beer during the week so the people can become healthy again on Sundays.
- Thou shalt obey mother Hops and father Barley, honor them as providers of your wealth.
- Thou shalt not kill, with beers of poor quality.
- Thou shalt watch your taverner more, than the pretty waitresses and women.
- Thou shalt not steal money from the people’s pockets, nor fill kegs and bottles with water.
- Thou shalt not mix unlawful materials into the beer, nor sell bad beer as good.
- Thou shalt not expect more from the people than thy beer hath worth because there is already enough poor quality on the market.
- Thou shalt not demand that your wife, children and workers drink your beer if it is spoiled, watered down or of poor taste.