Beer In Ads #2174: Heineken Refreshes Medieval Tapestries


Wednesday’s ad is for Heineken, from the 1970s. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a three-panel format, it resembles a medieval tapestry. In the first panel, and arrow’s heading straight for our ancient soldier’s head. But in the second, he has a mug of beer, which by the third panel has turned the arrow into a rubber-tipped suction cup arrow, saving his ass and causing him to smile.

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Historic Beer Birthday: John Thomas

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Today is the birthday of John Thomas (February 1, 1847-January 4, 1899). In 1884, his later business parter founded a brewery in Philadelphia, the following year Thomas joined the business, and they called in Welde & Thomas, later adding “Brewing Company” to the name. In 1904, it was consolidated with several other breweries into the Consumers Brewers Co., which remained in business until closed by prohibition in 1920. The brewery reopened after repeal in 1933 as the Trainer Brewing Co., but only lasted one year.

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Here’s Thomas’ obituary from the American Brewers Review in 1899:

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This biography was printed in the “The Columbian Exposition and World’s Fair Illustrated,” from 1893:

John Thomas
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In a biography of his partner John Welde, Thomas naturally gets more than a mention:

In 1884, John Welde, a German immigrant, established a brewery in Philadelphia on the corner of Broad and Christian Streets. A year later, he formed a partnership with John Thomas, a Philadelphia native, who had been a partner in another brewery. Together they created Welde and Thomas, a brewing firm that was later reorganized into the Welde and Thomas Brewing Company. They moved to a new location and modernized the facility with innovative equipment, growing the brewing capacity of the plant to 50,000 barrels per year. In March 1897, Welde and Thomas, along with five other breweries were consolidated under the title of the Consumer’s Brewing Company. The combined breweries were able to produce approximately 300,000 barrels a year.

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This description is from an Advertising Print for Welde and Thomas Brewing Co., created around 1895, and now in the collection of the Smithsonian’s National Museum of American History.

This colorful framed print, an ad for the Welde and Thomas Brewing Company, of Philadelphia, also commemorates the 1895 America’s Cup race between the American yacht Defender and the British Valkyrie III. Imagery of the yacht race dominates the print and the American vessel, the ultimate victor in the match, holds primacy of place. Defender’s full sails provide a dramatic canvas for the names of two of the company’s products: Penn and Sanitas Beers. These brands, along with Quaker, were among those brewed by Welde and Thomas.

Three detailed insets border the print. One shows “Penn’s Brewery of 1682” in Pennsbury, Buck’s County; another shows the Welde and Thomas buildings at Juniper and Fitzwater Streets in Philadelphia; and the third is an image of William Penn holding a bottle of beer. The ad deftly aligns Welde and Thomas beer to icons of American success: the very founding of Philadelphia and its early embrace of brewing as well as an American yacht’s triumphant defense of the America’s Cup.

German immigrant John Welde established a brewery in Philadelphia in 1884, forming a partnership with Philadelphia businessman John Thomas the following year. In 1886, they moved to the Juniper and Fitzwater Streets location and invested in new equipment, increasing their capacity dramatically. In 1897, Welde and Thomas consolidated operations with five other breweries, organizing under the name Consumer’s Brewing Company. Thomas died in 1899 and Welde in 1901.

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Historic Beer Birthday: Johann Schiff

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Today is the birthday of Johann Schiff (February 1, 1813-?). Schiff was born in Rohrbach, Germany, but appears to have emigrated to Ohio by at least 1850, but probably earlier. He was a co-owner on the Eagle Brewery in Cincinnati, Ohio, which was known by various names names, such as the Schaller & Schiff Brewery and later the Schaller-Gerke Brewery and finally the Gerke Brewing Co. Accounts seem to vary about his involvement, and especially with the names of the brewery as they changed, but here’s the timeline from the Queen City Chapter’s page, entitled Cincinnati Brewing History-Preprohibition 1811-1919

1829: William Lofthouse and William Attee operate THE EAGLE BREWERY located on Fourth Street from 1829 until 1843. William Lofthouse becomes the sole proprietor of the brewery after William Attee dies in 1843 and he operates the brewery until his own death in 1850. His widow leases the brewery to Joseph Schaller and Johann Schiff who continue to use the EAGLE BREWERY name and operate the facility from 1850 to 1857.

1854: Joseph Schaller and Johann Schiff purchased land on the Miami-Erie Canal near Plum Street and construct a new brewery which they operate from 1854 to 1866. They continued to use the EAGLE BREWERY name. In 1866 Schaller buys out Schiff and he becomes a partner with John Gerke. The brewery name becomes SCHALLER & GERKE, EAGLE BREWERY. They continue in business together until 1882.

1861: Joseph Schaller buys out his partner, Johann Schiff, and continues to operate THE EAGLE BREWERY. In 1866, John Gerke becomes a partner in the business and the brewery operates until 1882.

1882: After John Gerke‘s death, his son, George, takes his place in the brewery and the business is incorporated as THE GERKE BREWING CO. In 1904, a new building is erected but is soon sold to the French-Bauer Dairy and the Gerke Brewing Co. is out of business by 1912.


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I have been unable to find any portraits of Johann Schiff, or indeed much biographical information of any kind. There’s a bit more about the fate of the brewery after Schiff was bought out, and it became known as the Gerke Brewing Co. For example, Lagering Cellar 1861 has some Gerke Brewery History.

Joseph Schaller came to America as a young man. Working as a laborer in Cincinnati and on the Erie Canal, he saved his money to start a vinegar works. He purchased the old Lofthouse Brewery (located on 4th Street) with Johann Schiff in 1850. While not trained as a brewer, he hired well. They quickly grew the business and built the Eagle Brewery at the corner of Plum and Canal in 1854.

The brewery was located at the Plum Street bend of the Miami & Erie Canal, and had large arched windows unique to Cincinnati breweries0 These windows are duplicated in the doors to the elevator room you came through. Partnering with John Gerke, he grew the brewery to be one of the largest and most modern in the city, producing about 140,000 barrels of beer a year. Before retiring, he helped his three sons start the Schaller Brothers Main Street Brewery. Gerke continued brewing until 1912. Brewery was replaced with the French Bauer Ice Cream Factory in 1917, which still exists as the Court Street Center building today.

Gerke continued brewing until 1912.

Schaller & Schiff, Eagle Brewery (4th Street) 1850 – 1857
Schaller & Schiff, Eagle Brewery 1854 – 1866
Schaller & Gerke, Eagle Brewery 1866 – 1882
Gerke Brewing Company 1882 – 1912

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The first brewery on this corner was the Eagle Brewery from 1854 to 1866, owned by Joseph Schaller and Johann Schiff. In 1866, Schiff left the company and John Gerke joined in. The name was changed to Schaller & Gerke, Eagle Brewery and they continued together until 1882. The Schallers left the business then to purchase the Main Street Brewery and after the death of his father John, George Gerke continued the business at Canal and Plum Streets.

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Founded in 1854 as the Eagle Brewery closer to the Ohio River, Joseph Schaller and John Gerke built a new brewery at the bend of the Miami and Erie Canal in 1866. Beer was brewed there until 1910.

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The brewery equipment was sold at auction October 15, 1913.