Sunday’s ad is for Budweiser, from 1960. It’s another ad from their “Where there’s life” series, this one a “Recipe.” By recipe, they’re talking about the ingredients of Bud, which they claim are “printed on every Budweiser label.” What’s funny about that is since at least the 1888 label, the list included rice as one of the ingredients, while the ad features a man chowing down on an ear of corn. Shouldn’t he be eating a bowl of rice?
Archives for March 22, 2015
Patent No. DE2145298A1: Instant Beer Powder
Today in 1973, US Patent DE 2145298 A1 was issued, an invention of Siegfried Beissner, for his “Instant Beer Powder — by vacuum-freeze drying.” Here’s the Abstract:
Beer is subjected to vacuum-freeze drying at -10 degrees to -20 degrees C, under a press. of about 0.5 atm. with agitation. Beer can be rapidly restored by treating the powder with water and a source of CO2 (pure CO2 or a mixt. of NAHCO3 and tartaric acid) and/or alcohol. The CO2-source and/or alcohol can be enclosed in capsules made from water-sol. gelatine and packed together with the beer powder.
Given that we’re seeing this type of product in the trade recently, and the anti-alcohol groups have been going apeshit, I would have thought this was a more recent invention. But a version of it was around at least as early as 1973, over forty years ago. I wonder why it took so long for it to make it to market?