Beer In Ads #809: No Harsh Bitterness

Monday’s ad is for Schlitz, from 1954. Showing a backyard barbecue, or what was then called a “cookout,” the man working the grill is holding up his glass of beer while still sing his spatula on the burgers. I mentioned this in an earlier bbq ad, but again look at how dressed up they are for a cookout, the women in dresses and the men in what today we’d call business casual, though the guy in the pink shirt is sporting a tie. There’s lots of little details, like the odd facial expressions on the salt and pepper shakers next to the Schlitz sign in the lower left. The main man, the grillmaster, has shown up in a number of modern mash-ups, but this is the original ad he was taken from.


Auditing the Next Session

For our 73rd Session, our host is Adam W., who writes Pints and Pubs (from beer to eternity). His topic is all about something he does once a year, which he calls a “beer audit” and asking people to blog about their own efforts at managing their beer. Here’s what he means by a Beer Audit:

Once or twice a year I take a beer audit. I open cupboards and boxes and just have a good look at what’s there. Some beers get moved about, some make it from a box into the fridge, others get pushed further to the back of the cupboard for another day. Often I just stare at the bottles for a while and think about when I’ll drink them. Apart from the enjoyment of just looking at a hoard of beer, It tells me something about my drinking habits.

  • I store too many bottles – over 150 at the last count, which would keep me in beer for over a month, compared to less than a week’s worth of food – but evidently that’s still not enough bottles as I return with more every time I leave the house.
  • I have a tendency to hoard strong, dark beers – great for a winter evening, not so great when a lazy sunny afternoon starts with a 9% imperial stout and then gets stronger
  • My cellaring could be improved. I found three beers from breweries that closed last year. I found these, not hidden away in a box under the stairs, but in the fridge. The fridge!!!
  • My attempts to age beer usually just result in beer that’s past its best
  • The oldest beer in my cupboard is probably an infant compared to the aged beers people must have in their cellars

So, I’m interested to know if you take stock of the beers you have, what’s in your cellar, and what does it tell you about your drinking habits. This could include a mention of the oldest, strongest, wildest beers you have stored away, the ratio of dark to light, strong to sessionable, or musings on your beer buying habits and the results of your cellaring. I look forward to reading your posts on Friday March 1st, leave a comment here when you do.

So this Friday, March 1, take stock of your own inventory, and take stock of taking stock.


So open up your beer cellar, or refrigerator, or closet, or wherever you store your beer, and let us know how you manage it by this Friday.