Beer In Ads #885: If You Love Beer, You’ll Love This Red Hat


Friday’s ad is for Schlitz, from 1952. It uses their popular “If you love beer … you’ll love Schlitz” mantra that graced so many of their ads. But this one seems slightly odder. For example, I don’t quite get the animated discussion that appears to be centering on that red hunting cap. But perhaps more interesting is the bottom left corner, where they’re attempting to teach consumers that brown bottles protect beer better. And I thought that was a new tactic.

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The Audacity Of Hops In California

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This week was a fun one, in part because Tom Acitelli was in town on his book tour, promoting his new paperback The Audacity of Hops: The History of America’s Craft Beer Revolution. He started Tuesday evening at the Anchor Brewery, where he spoke briefly, signed some books and all of us enjoyed a few beers.

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Tom Acitelli reading from the “Audacity of Hops” at Anchor Brewing.

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Dave Suurballe, Judy Ashworth, Julie Nickels and Bruce Paton at Tom’s book event.

The next day, Tom drove up to my house, and from there we had lunch at Russian River, and then we whisked over to the production brewery for a quick tour before doing a Bottom of the Bottle podcast at Beercraft in Rohnert Park. Then that evening Tom did an event at Lagunitas hosted by my local book store chain, Copperfield’s Books, before heading back home to Boston the following morning.

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Tom with Vinnie Cilurzo at Russian River’s production brewery.

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On the Bottom of the Bottle podcast (photo by Greg Coll).

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Joe Tucker, stealing a drink, Jeremy Marshall, me Tom and Ken Weaver at Lagunitas.

It was great fun hanging out for a longer period of time with Tom, as we’d only met briefly a couple of times before. His new book, The Audacity of Hops: The History of America’s Craft Beer Revolution, seems very, very good. I’ve thoroughly enjoyed all of the parts I’ve managed to find the time to read so far, and many people whose opinions I respect are all saying the same thing: that Tom has managed to write a comprehensive, thorough and enjoyable history of the craft beer since 1965. I heartily recommend his book to anyone new to the beer world, or anyone who wants to get some context to how we got to where we are today. It’s been a great journey.

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Beer Birthday: Fred Eckhardt

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Esteemed Portland beer writer Fred Eckhardt turns 87 today. Portland’s Fred Eckhardt is a living legend, especially in his home city, having pioneered writing about and defining beer styles with his early book on the subject, The Essentials of Beer Style, published in 1989. Around his birthday also the 8th annual FredFest will be held, a beer festival honoring Fred. Join me in wishing Fred a very happy birthday.

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Fred Eckhardt and me at the Great American Beer Festival in 2005.

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At the Celebrator’s 18th anniversary party in February. From left: Shaun O’Sullivan, from 21st Amendment, Fred Eckhardt, the woman who wanted this picture of all her beer writing “heroes” in the first place, me, Tom Dalldorf, Celebrator publisher, and Randy Griggs, with DBi and the BN.

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Fred with fellow Portland beer writer Lisa Morrison.

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Alan Sprints, of Hair of the Dog Brewery, with Fred Eckhardt, at Hair of the Dog’s open house in 2008 during OBF.