Saturday’s ad is for Carlsberg, from the 1910. In this ad, a couple appears to be in their train compartment on their honeymoon. The man’s bag is open on the bed, revealing bottles of Carlsberg Pilsner. They stare lovingly into each other’s eyes, though their minds are most likely on the full glasses of beer they’re clinking together. Now that’s the way to begin a successful marriage.
Archives for August 27, 2016
Ballantine’s Literary Ads: C. S. Forester
Between 1951 and 1953, P. Ballantine and Sons Brewing Company, or simply Ballentine Beer, created a series of ads with at least thirteen different writers. They asked each one “How would you put a glass of Ballantine Ale into words?” Each author wrote a page that included reference to their beer, and in most cases not subtly. One of them was C. S. Forester, who’s best known for his Horatio Hornblower novels.
Today is the birthday of Cecil Louis Troughton Smith (August 27, 1899–April 2, 1966), who wrote under the nom de plume Cecil Scott or “C. S.” Forester. He “was an English novelist known for writing tales of naval warfare such as the 12-book Horatio Hornblower series, depicting a Royal Navy officer during the Napoleonic wars. Two of the Hornblower books, A Ship of the Line and Flying Colours, were jointly awarded the James Tait Black Memorial Prize for fiction in 1938. His other works include The African Queen (1935) and The General (1936).” His Ballantine ad ran in 1952.
His piece for Ballantine was done in the form of a letter reminiscing about first beers he’d tried doing his travels, including Ballantine the first time he came to New York City:
There’s always a first time for everything, and I still remember my first Ballantine Ale.
I had ordered my first “kleines hells” in Munich, my first Bock in Paris. As a rather bewildered young man in New York, I did a two-hour sight-seeing tour before being shipped to Hollywood, and in the half-hour before my train was to go, I had my first Ballantine Ale.
So my first recollection of Ballantine is linked with the Port of New York, the Empire State Building, and Grand Central Station. All of them were different from anything that had ever come into my experience — and all of them great.
Even then, I realized that the flavor of Ballantine Ale was unique. I thought it better than any brew I had met in Europe’s most famous beer gardens. I still do.
Patent No. 864560A: Keg Sprinkling Machine
Today in 1907, US Patent 864560 A was issued, an invention of Otto L. R. Ritter, for his “Keg Sprinkling Machine.” There’s no Abstract, although in the description it includes these claims:
This invention relates to sprinkling machines for sprinkling kegs, barrels, bottles, jars and analogous articles.
The invention primarily contemplates a machine provided with a rotatable and disappearing nozzle for applying the cleansing medium, the latter actuating the nozzle when supplied to wash or rinse an article gravity when the cleansing medium supply is cut off, thereby permitting the article to be readily removed after it has been washed or rinsed without in the least damaging the nozzle.
The invention further contemplates a machine provided with a support for the article to be washed or rinsed, said support being capable of rotation upon a vertical axis, and provided-with means for opening a hot or cold cleansing medium supply. The nozzle by its rotation projects the cleansing medium outwardly in all directions, and it is thus rendered more effective in treating a greater surface area of the article cleansed. The movement of the nozzle is rendered easy and Without obstruction when rotated by providing a ball bearing therefor, all of which will be more fully hereinafter set forth.