Beer In Ads #2178: Heineken Refreshes Hedgehogs


Sunday’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, a hedgehog is about to cross the road. I suspect this ad ran in Europe, or possibly Great Britain, since there are no hedgehogs in the Americas. And perhaps like raccoons or skunks for us, they’re frequently being hit by cars trying to cross the road. But this smart hedgehog drank some Heineken, which magically supplied him with a safety vest to increase the odds of him (or her) making it to the other side of the road. Good luck Spiny Norman.

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Historic Beer Birthday: John L. Hoerber Jr.

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Today is the birthday of John L. Hoerber Jr. (February 5, 1848-April 1, 1927). His father, John L. Hoerber, founded the John L. Hoerber Brewery in 1858 of Chicago, Illinois, located at 186 Griswold Street. There was very little information I could find about him or his son, not even a photo. But their brewery appears to have taken on a partner in 1864, and was renamed the Hoerber & Gastreich Brewery, but just one year later was hte John L. Hoerber Brewery again. But in 1865 it was sold. As far as I can tell, another John L. Hoerber Brewery was opened in 1864, located at 216/224 West 12th Street, but appears to also have been sold in 1882. Then in 1882, yet another brewery was opened at 646/662 Hinman & 22nd Streets, though it 1885 it changed its name again from brewery to the John L. Hoerber Brewing Co., which is stayed until prohibition. After prohibition, it reopened as The Hoerber Brewing Co., and remained in business until 1941, when it closed for good.

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There’s some information about junior in “The Book of Chicagoans: A Biographical Dictionary of Leading Living Men of the City of Chicago,” published in 1911:

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Chicago historian and beer writer Bob Skilnik had an article in the Chicago Tribune that mentioned the Hoerber Brewery in 1997:

A population increase from a few hundred in 1833 to more than 100,000 in 1860 opened the market and made success possible for scores of brewers. In 1857, the city council ordered the grades of all existing properties to be raised to a height that would ensure proper drainage. John Hoerber used this opportunity to raise his combination saloon, store and boardinghouse and install a small brewery underneath, pumping fresh beer to his customers. By doing so, Hoerber beat the now-defunct Siebens on West Ontario by about 150 years for the title of Chicago’s first brew pub.

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Beer Birthday: Roger Protz

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Today is the 78th birthday of British beer writer Roger Protz. Roger, of course, if one of Britain’s best-known beer writers, having authored over twenty books on the subject, including being the editor of CAMRA’s Good beer Guide for two decades. He’s also been very active in CAMRA through much of their history. Although our paths cross only occasionally, Roger’s great to share a pint with, and we apparently love a lot of the same British television shows, something I discovered after many beers at Het Anker in Belgium a few years ago. Join me in wishing Roger a very happy birthday.

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Roger with Melissa Cole at the Great British Beer Festival in 2009.

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Roger with Austrian beer writer Conrad Seidl in Belgium during a press junket there in 2013.

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Roger with a bottle of Pliny the Elder I brought with me to England for him in 2008.

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At our table at BrewDog in Brussels after judging in 2016, from bottom left: John Holl, me, Roger, Pete Brown, Tim Hampson and Adrian Tierney-Jones.