Beer In Ads #2203: Thanks For The Job!


Thursday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1939. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, another blue collar worker (it may be our “Mike Anders” from yesterday’s ad) walks hand in hand with his son after a hard day’s work. But he’s happy because he has a job. Now that alcohol is legal again (it was only six years after repeal) lot’s of people had jobs, and the beer industry was trying to make sure it thanked its consumers and also let them now what a positive impact their business was having on the economy.

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Historic Beer Birthday: John Welde

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Today is the birthday of John Welde (March 2, 1839-August 2, 1901). He was born in Baden, Germany and came to Philadelphia in 1856, when he was seventeen. In 1884, he founded a brewery in Philadelphia, and the following year a business parter, John Thomas, joined the business, and they called it 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 a biography of Welde from the Friends of Mount Moriah Cemetary:

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.

John Welde was married and had at least one son, Frederick, both of whom predeceased him. John died in Philadelphia in 1901 and is buried at Mount Moriah Cemetery.

Beer and brewing have held an important place in Pennsylvania and Philadelphia history. The first brewery in the City was erected in 1683. William Penn constructed a brew house on his Pennsbury Manor estate in Bucks County. In the 18th century, the drink of preference in most taverns was beer or ale. By 1793, Philadelphia was producing more beer than all the other seaports in the country. The first steam engine was installed in Francis Perot’s brewery in 1819. This was the height of technology and the first time an engine was used to produce beer. Lager beer was first introduced in 1840 by Philadelphia brewer John Wagner. At the Centennial Exhibition held in Philadelphia in 1876, the United States Brewers’ Association constructed the Brewers’ Building to showcase all aspects of brewing. At one time, there were more than 100 breweries operating in Philadelphia and its surrounding areas.

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

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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: Henry Gund

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Today is the birthday of Henry Gund (March 2, 1859-July 2, 1945). He was the son of John Gund, who co-founded what would become the The G. Heileman Brewing Company with Gottlieb Heileman. They formed a partnership in November 1858 to operate the City Brewery in La Crosse, but “after nearly fifteen years in business together, Heileman and Gund dissolved their partnership in 1872.” After leaving City Brewing, Gund immediately “established a new brewery on the southern edge of La Crosse that he named the Empire Brewery, and which was incorporated in 1880 as the John Gund Brewing Company.” Gund employed all three of his sons in his new venture, and eventually Henry Gund became president of the brewery after his father’s death.

henry-gund

There’s not much biographical information on Henry, and I couldn’t find a photo of him, either. But there was a short write-up in the Biographical History of La Crosse, Trempealeau and Buffalo Counties, Wisconsin, published in 1892, when Henry was still alive, and so was his father. This biography starts with John Gund, and then has limited information about each son.

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Immigrant Entrepreneurship, under German-American Business Biographies, has a lengthy tale of both John Gund and Gottlieb Heileman

In May 1910, John Gund passed away a few months shy of his eightieth birthday. Fifty-one-year-old Henry Gund assumed control of the firm, which had expanded significantly to become the largest brewery in the Old Northwest outside Milwaukee. It employed 450 workers and owned numerous saloons throughout the region that carried Gund beer exclusively. Despite the firm’s success, the second decade of the twentieth century would be a trying time for Gund Brewing. The First World War fueled the prohibitionist movement in the United States and denunciations of German-American brewers became commonplace. In November 1918, shortly after the armistice ending the war had been signed, Congress passed the curiously misnamed Wartime Prohibition Act banning the production of intoxicating beverages starting in May 1919 and the sale of such beverages starting on July 1. Legal wrangling in the federal courts regarding the definition of “intoxicating beverages” occupied much of the spring of 1919. Many brewers including Gund held that beer with an alcohol content lower than 2.75 percent was non-intoxicating and resumed low-alcohol beer production. Later in the fall, Congress ratified the Volstead Act enacting national Prohibition and set January 16, 1920, as the start date.

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The Gund Brewery in 1902.

Despite the enactment of national Prohibition in early 1920, Gund and many other breweries continued producing 2.75 percent beer as various lawsuits made their way through the federal courts challenging the legality of the law and the meaning of various provisions. While the officers of the Gund Brewery awaited the outcome of the national legal battles, they faced a more immediate crisis. Local 81 of the International Brotherhood of Brewery Workers went on strike against local La Crosse breweries to ban open shops. Henry Gund refused to negotiate with the strikers and instead hired replacement workers to fill the vacant positions. The situation remained unresolved when the United States Supreme Court upheld the Volstead Act in the summer of 1920 and reinforced the complete ban on sales of alcoholic beverages. The ongoing labor unrest combined with the ban on beer production eventually led Henry Gund and the other corporate officers of the company to shutter the brewery. The corporation was dissolved in 1938 and the Peerless trademark was sold to the Michel brothers who resumed production of the brand. The Heileman Brewery later purchased Gund’s brew house.

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John Gund’s vision of his brewery evolving into a major shipping brewery did not come to pass, and La Crosse did not emerge as a major rival to Milwaukee, St. Louis, or Cincinnati. Nevertheless, Gund had a major economic impact on the community and he influenced the entrepreneurial path of his sons. All three pursued careers in brewing: George in Washington and Ohio, John Jr. in Illinois and Kentucky, and Henry in Wisconsin. They also diversified their business activities into other fields. George entered the financial and mining sectors and earned a fortune through banking and real estate. John Jr. operated a malting facility in Chicago, the Lexington Brewery in Lexington, Kentucky, eventually became head of the Swiss Oil Company and the president of the First National Bank of Lexington. Henry stayed in La Crosse and became a director and later president of the National Bank of La Crosse (later the First National Bank La Crosse) and the president of the Pioneer Real Estate Company, a holding company for the defunct Gund Brewery’s real estate.

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Historic Beer Birthday: William Bass

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Today is the birthday of William Bass (1717-March 2, 1787). Since the exact date of his birth is uncertain, in fact some sources give his birth year as 1721, the best date we have for him is when he died. For most of his life he worked as a general carrier, and moved to Burton-upon-Trent with his bride shortly after they married when he was 39, in 1756. His business increasingly involved carrying beer, and sensing an opportunity, he saved his money for many years. When he was sixty, in 1777, he founded the Bass Brewery

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This is a short biography of Bass from the Local History of Burton upon Trent:

William’s father died when he was just fifteen. The eldest son, John, succeeded his father as plumber and glazier, leaving William to look after the running of the small-holding. Eventually, John and William established a carrier business and by 1754, they were operating a bi-directional service between Manchester and London but the following year, William gained complete control over the carrying business with his brother preferring to concentrate on the original established business so that he could remain in Hinckley.

In 1756, William married Mary Gibbons, the daughter of a London publican close who ran the ‘Red Lion’ close to the London depot. They chose to make their home in Burton upon Trent because it was mid-way en route from Manchester and London, was a growing industrial and commercial centre, and was positioned on the new, under construction Trunk canal.

From Burton, he carried felt hats, which had a strong manufacturing presence in Burton, together with spades, axes, screws and hardware predominantly for Thomas Thornewill’s works in New Street but also for other Burton manufacturers such as Richard Green. Increasingly, he was also shipping casks of beer from Burton’s steadily growing brewery trade for the likes of Charles Leeson, William Musgrave, Samuel Sketchley, Joseph Clay, Thomas Lovatt and Henry Evans.

Living in a modest house in Wetmore, William’s first of two sons, Michael Thomas was born in 1759. As a well established carrier proprietor, in 1765, William Bass was able to lease a large new house in High Street.

He entered brewing relatively late in life, aged 60, by selling his transportation business to the Pickford family and using the funds to purchase a Town House in High Street, with a brewery and malthouse on adjoining land, seeing brewing as providing a better future business for his two sons.

The Bass Brewery catered mainly for the domestic market, but in 1784 he started to export ale directly to the Baltic (Russia) via Hull. After his death, he was succeeded in the business by his sons William and Michael and in 1795 Michael took sole control.

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This etching, from 1882, is the earliest known image showing the completed new buildings together with the original one on the left.

Here is his entry from Wikipedia:

The exact origins of William Bass, the founder of the brewery are not clear, but a scholarly account of the history of the Bass brewery shows that in the 1720s he was living with his parents, John and Ann Bass, and his two brothers, John and Thomas, in Hinckley, Leicestershire.

His father, a plumber and glazier, died when William was 15, after which he carried on a carrier business with his older brother John in Hinckley, Leicestershire. In 1756 William married Mary Gibbons, daughter of a London publican who ran the Red Lion Inn close to the London depot. They chose Burton-upon-Trent as their home because it was midway between Manchester and London, was a growing industrial-commercial centre, and was ideally positioned on the new Trunk canal, continuing his business there as a carrier of beer, his chief client being Benjamin Printon, a local brewer.

By 1777, aged 60, he had saved some money, and, seeing the growing demand for Burton beer, he entered the brewing business. He bought a town house in the High Street, which contained a brewery and malthouse on adjoining land. Burton was already a thriving brewing town with several breweries exploiting the growing export beer trade via the Trent Navigation and Hull to the Baltic ports in Russia, mainly Saint Petersburg. He established the Bass Brewery and catered mainly for the domestic market, but in 1784 he started to export ale directly to Russia.

After his death, he was succeeded in the business by his sons William and Michael, and in 1795 Michael took sole control.

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The Bass Town House, as would have looked in 1834.

And here’s part of the early history of the Bass Brewery he founded:

Prior to establishing a brewery, William Bass transported ale for brewer Benjamin Printon. Bass sold this carrier business to the Pickford family, using the funds to establish Bass & Co Brewery in 1777 as one of the first breweries in Burton-upon-Trent.

Early in the company’s history, Bass was exporting bottled beer around the world, serving the Baltic region through the port of Hull. Growing demand led his son Michael Thomas Bass (senior), to build a second brewery in Burton in 1799 in partnership with John Ratcliff. The water produced from local boreholes became popular with brewers, with 30 operating there by the mid-19th century. His son, Michael Thomas Bass, succeeded on his father’s death in 1827, renewed the Ratcliff partnership, brought in John Gretton, and created ‘Bass, Ratcliff and Gretton.’

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Craft Beer & Ale: A Parody of Dr. Seuss’ Green Eggs & Ham

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Today, of course, is the birthday of Theodore Geisel, a.k.a. Dr. Seuss. Almost eight years ago my kids were on a Dr. Seuss kick and we read quite a few of his books multiple times, with Green Eggs & Ham emerging as the family favorite. I was playing around with the words one night, as I often do, and decided to see if I could come up with a beer-themed parody of the book. I originally posted the results seven years ago, and here they are once again; Craft Beer & Ale, by Dr. J. Enjoy!

CRAFT BEER & ALE

Sam I am

I am Sam

Sam I am

That Sam’s upscale.
That Sam regales.
I do not like that Sam wholesale!

Do you drink
craft beer & ale?
Seuss-2

I do not drink them, Sam, they’re stale.
I do not drink
craft beer & ale.

Would you drink them
weak or strong?

I would not drink them
weak or strong.
I would not drink them, it is wrong.

I do not drink
craft beer & ale.
I do not drink them, Sam, curtail.

Would you drink them with more hops?
Would you drink them chased with schnapps?

I do not drink them
with more hops.
I do not drink them
chased with schnapps.
I do not drink them
weak or strong.
I do not drink them
all night long.
I do not drink
craft beer & ale.
I do not drink them,
Sam, you’re off the trail.

Would you drink them
in a pub?
Would you drink them
at a club?

Not in a pub.
Not at a club.
Not with more hops.
Not chased with schnapps.
I would not drink them
weak or strong.
I would not drink them, it is wrong.
I would not drink craft beer & ale.
I do not drink them, Sam — no sale.

Would you? Could you? In a bar?
Drink them! Drink them! Here they are.

I would not, could not, in a bar.

You may like them. You will see.
You may like them with some cheese!
cheese

I would not, could not with some cheese.
Not in a bar! You let me be.

I do not like them in a pub.
I do not like them at a club.
I do not like them with more hops.
I do not like them chased with schnapps.
I do not like them weak or strong.
I do not like them all night long.
I do not like craft beer & ale.
I do not like them, Sam, you’re beyond the pale.

A stein! A stein!
A stein! A stein!
Could you, would you,
in a stein?

Not in a stein! Not in a stein!
Not with some cheese! Sam! Let me be!
stein

I would not, could not, in a pub.
I could not, would not, at a club.
I will not drink them with more hops.
I will not drink them chased with schnapps.
I will not drink them weak or strong.
I will not drink them, it is wrong.
I do not like craft beer & ale.
I do not like them, Sam, you’ve gone off the rail.

Say! In a glass?
Here in a glass!
Would you, could you,
in a glass?

I would not, could not, in a glass.
glass

Would you, could you, while you dine?

I would not, could not, while I dine.
Not in a glass. Not in a stein.
Not in a bar. Not with some cheese.
I do not drink them, Sam, you see.
Not with more hops. Not in a pub.
Not chased with schnapps. Not in a club.
I will not drink them weak or strong.
I will not drink them all night long.

You do not drink
craft beer & ale?

I do not drink them,
Sam, you make me wail.

Could you, would you,
drink with Charlie?

I would not, could not,
drink with Charlie.

Would you, could you,
with more barley?

I could not, would not,
with more barley,
I will not, will not,
drink with Charlie.

I will not drink them while I dine.
I will not drink them in a stein.
Not in a glass! Not with some cheese.
Not in a bar! You let me be!
I do not drink them in a pub.
I do not drink them at a club.
I do not drink them with more hops.
I do not drink them chased with schnapps.
I do not drink them weak or strong.
I do not drink them IT IS WRONG!

I do not drink craft beer & ale!
I do not drink them, Sam — you fail.

You do not drink them. So you say.
Try them! Try them! And you may.
Try them and you may, I say.

Sam! If you will let me be,
I will try them. You will see.

Seuss-1

Say! I like craft beer & ale!
I do! I like them, Sam, you prevail!
And I would drink them with more barley.
And I would drink with homebrew Charlie…

And I will drink them while I dine.
And in a glass. And in a stein.
And in a bar. And with some cheese.
They are so good, so good, you see!

So I will drink them in a pub.
And I will drink them at a club.
And I will drink them with more hops.
And I will drink them chased with schnapps.
And I will drink them weak or strong.
Say! I will drink them ALL NIGHT LONG!

I do so love
craft beer at home!
Thank you!
Thank you, Sam-Cala-Gione!

ILikeit


All artwork by Rob Davis. Thanks, Rob! All words after Theodore Seuss Geisel by Dr. J. If you’re so inclined, you can also see the original text side by side with my parody at Craft Beer & Ale Compared.

Historic Birthday: David G. Yuengling

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Today is the birthday of David G. Yuengling (March 2, 1808-September 27, 1877) who founded the Eagle Brewing Co. in 1829, and today it’s “America’s oldest brewery.” The name was changed in 1873 to D. G. Yuengling and Son when David’s son Frederick joined the company. He was born in Aldingen in what today is Germany — but then was the Kingdom of Württemberg. He was born David Gottlob Jüngling, but anglicized his name after emigrating the United States in 1828.

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100 Years of Brewing has a short summary of D.G. and the brewery’s early years.

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Immigrant Entrepreneurship, under German-American Business Biographies, has a lengthy one of David Gottlob Yuengling.

David Gottlob Jüngling was born in the village of Aldingen (today part of the town of Remseck in the German federal state of Baden-Württemberg) into a family that is listed as operating Aldingen’s first brewery by 1816. A passport application from 1862 describes the 56-year old David Gottlob as having blue eyes and black hair and standing five feet six inches (168 cm) tall. His father, Friedrich Jüngling, operated Aldingen’s brewery in the Neues Schloss (“New Palace”), a baroque manor of which he owned one quarter, including the brewery and livestock pens. Prior to starting the brewery in Aldingen, Friedrich Jüngling’s profession is listed as butcher, and he served on the town council. Both positions reflected a degree of wealth and social status within the community. Although Friedrich Jüngling was born in nearby Erdmannhausen, his wife Anna Maria Jüngling (née Wildermuth) was born in Aldingen. D.G. Yuengling had three brothers and four sisters, one of whom, Christiane, also immigrated to Pennsylvania. D.G. Yuengling may have apprenticed in his father’s brewery during his youth, or he may have acquired skills as a brewer through an apprenticeship at another brewery in the region. However, his older brother, Jakob, inherited their father’s brewery and reportedly continued operating it until his death in 1878. With Jakob in charge of the Jüngling family brewery, and economic opportunities in the 1820s somewhat limited, particularly in Württemberg, D. G. Yuengling chose to immigrate to Pennsylvania in 1829 via Rotterdam. Yuengling landed in Baltimore and quickly moved on to the towns of Lancaster and Reading in Pennsylvania, both of which were at the time heavily populated by German immigrants and Pennsylvania Germans whose demand for beer was already served by local entrepreneurs. Yuengling likely sought a location with fewer brewers and a steady demand for fresh, locally produced beer.

The boomtown of Pottsville, deep in the anthracite coal belt of Eastern Pennsylvania, offered one such location. The town had been named for John Potts, who founded it after purchasing the first anthracite furnace along the Schuylkill River in 1806. The furnace had been in use since 1795. The demand for hard coal in Philadelphia and the surrounding region led to skyrocketing prices for anthracite coal land, with one parcel selling for $33,000 more than it had been purchased for five years earlier, and another increasing by $15,000 within months. Yuengling arrived in this rapidly-changing community in 1829 and set up a brewery shortly thereafter.

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D.G. Yuengling (front and center) with the brewery employees in 1873.

Upon his arrival in the United States, David Gottlieb Yuengling carried with him his skills as a brewer, as well as possibly some startup money (Startkapital). In 1829, when Yuengling established the Eagle Brewery in Pottsville, the town was experiencing a building boom related to land speculation and increasing anthracite coal production. The daytime population, including mine workers, had jumped to over 3,700. In 1832, some twenty-five taverns prospered in Pottsville and, along with numerous inns and hotel, served the drinking needs of the growing population. By comparison, in 1825, “Pottsville [had] contained only fifteen houses, three taverns, three stores, a printer’s shop, a post office, and the shops of a few craftsmen.”

In addition to its increasing population, Pottsville formed an important node in an expanding regional transportation network. Trails, roads, and turnpikes linked it with other nearby communities including Schuylkill Haven, which lay along the Schuylkill River. The Schuylkill flowed in a southwesterly direction and met the Delaware River at Philadelphia. It offered an early means of waterborne transportation between interior Pennsylvania and the port of Philadelphia. The discovery of coal in Schuylkill County in 1790 spurred the construction of the Schuylkill Canal and subsequently the founding of the influential Philadelphia & Reading Railroad. Both of these enterprises transported anthracite coal from Pottsville and the surrounding coal fields to Philadelphia and later New York City and improved access to materials produced outside the region. While these new transportation facilities played little to no role in beer distribution at the time due to the highly localized nature of unpasteurized beer consumption, they brought about an increase in demand for labor in the region and supported local business activities, which provided fertile ground for Yuengling’s new brewery venture.

Yuengling’s 1829 Eagle Brewery was located on Centre Street near the Schuylkill County Courthouse, which during the economic depression of the 1870s became known for the trial of striking coal miners who were decried as Molly Maguires and executed for murder. During the brewery’s early years of operation, Yuengling likely produced beer almost exclusively for the local market. Yuengling started brewing on a small scale, perhaps due to limited financial resources and access to credit, or possibly because he did not want to risk overextending himself. The brewery’s production totals reflect the precarious nature of his small business. Furthermore, he likely performed most, if not all, of the brewing and distribution process himself. His beer would have been made in open kettles and vats and the production process would have been physically arduous. Brewing involved boiling a mash of grain and water to convert complex starches into simple sugars. Boiled grains would then be sparged (i.e. rinsed) with hot water in order to extract all the sugars from the grain. The resulting sweet and sticky wort would be boiled with hops and then cooled so that yeast could be added to ferment the sugars and produce alcohol. Depending on the type of beer produced, primary fermentation could take one or more weeks. In all, the demanding process required heating water, lifting heavy supplies, pumping hot liquids between vats, and transporting barrels of finished beer via hand truck or horse cart to nearby taverns and inns.

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After a fire destroyed the original brewery in 1832, Yuengling quickly rebuilt his enterprise at its present location on Mahantongo Street. His new Eagle Brewery was situated in a location that took advantage of both natural geography and manmade features. The site at the intersection of Fifth and Mahantongo Streets lay near a freshwater spring that provided water for the community of Pottsville. The new brewery made use of this water for all brewing operations. Yuengling contracted with local laborers, possibly coal miners, to build tunnels into a mountain behind the new facility. The tunnels extended underneath the brewery and kept finished beer cool, though not cold enough to prevent spoilage without the addition of ice. When Yuengling began brewing lager, the tunnels provided an ideal area for lagering the beer during cooler months. The site’s location near the local road and canal system facilitated shipment of brewing supplies to the brewery. Malt deliveries arrived from Philadelphia by horse and cart, as well as via canal boats, and Yuengling obtained ice shipments in a similar manner. By 1842, the company was receiving malt shipments by railroad, and it began distributing its beer the same way as the rail network improved during the 1850s and 1860s. These transportation facilities also enabled beer to be transported to nearby communities, many of which contained large numbers of German immigrants among their beer-drinking populations.

In 1841, thirty-three-year-old David Yuengling married seventeen-year-old Elizabeth, daughter of John George and Rosine Elizabeth Betz from nearby Schuylkill Haven. Census records hint that John G. Betz, like his son-in-law, may have been a brewer by trade and the family may also have operated an inn in Schuylkill Haven. Also like Yuengling, the Betz family had emigrated from the Kingdom of Württemberg. Elizabeth had been born in Stuttgart, fewer than ten miles from David Yuengling’s family home in Aldingen, on September 26, 1823. Perhaps the two families had known each other in the Old World. By 1850, federal census records show that David and his then twenty-seven-year-old wife Elizabeth had five children: Elizabeth (age 6), David (age 8), Mary (age 5), Teresia (age 4), and Frederick (age 2). Eventually, the couple had a total of three sons and seven daughters.

David Yuengling dealt with numerous challenges during the early decades that his business was in operation. He faced competition from fellow brewers in Pottsville. At least three other breweries operated in the city in 1830. The Orchard Brewery opened around 1831 and brewed beer in Pottsville and later nearby Port Carbon until the late 1870s. Likewise, the Rettig Brewery opened at the end of the Civil War and survived until the Prohibition era. Numerous other breweries opened, brewed beer briefly, and then folded due to fires and financial difficulties. Yuengling also faced a threat from prohibitionist forces in Pennsylvania. Following the passage of prohibition legislation in Maine in 1851, “dry” advocates secured the passage of a law in Pennsylvania banning Sunday sales of alcohol in 1852. Two years later, a full ban went before state voters and was narrowly defeated, in large part due to heavy turnout by beer-drinking voters, including substantial numbers of German immigrants.

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As David Yuengling’s three sons came of age in the 1850s and 1860s, he introduced them to the craft of brewing and put them to work in the brewery. His oldest son David Jr. apprenticed under his father and later served as a foreman for his uncle, John Frederick Betz, at Betz’s brewery in New York City. He also visited the German lands and studied the brewing craft in Munich, Stuttgart, and Klein-Schwechat, a town near Vienna in the Austrian Empire. Middle son Frederick obtained a college education and studied business at the Eastman Business School in Poughkeepsie. He later studied brewing in the German lands and Austria, as well as at the Berger and Engel Brewing Company in Philadelphia, and eventually went to work in his father’s brewery. Less is known about the education of William Yuengling, who died at the age of thirty-six in 1898.

After the Civil War, David Jr. decided to strike out on his own and established a new brewing enterprise in Richmond, Virginia, in 1866. Startup capital for the new Betz, Yuengling & Beyer Brewery (later James River Brewery, D.G. Yuengling and Company) came from the Yuengling family and John Betz, David Jr.’s uncle, as well as another brewer, Louis Beyer. This small expansion project was presumably planned with input from the elder Yuengling and is typical of a careful venture into secondary markets. The Richmond brewery remained under David Jr.’s oversight until it was sold in 1878.

As the senior David Yuengling neared his mid-60s, he chose to make middle-son Frederick a minority partner in the business. The legal foundation for the future of the family firm was solidified when the brewery became D.G. Yuengling and Son in 1873. That year also marked a high point in the number of breweries in the United States with over 4,000 in operation. Following the 1873 financial panic, however, the industry began to consolidate as the resulting business depression put numerous local and regional breweries out of business and ambitious and well-capitalized breweries such as Anheuser-Busch began to make inroads in regional markets outside the Midwest by taking advantage of railroad transportation and new technologies for keeping beer fresh such as pasteurization and refrigeration, both of which required significant capital investments. Consequently, the number of breweries fell by over a thousand by the mid-1870s and continued a precipitous decline through the beginning of the twentieth century, when about 1,500 remained in operation.

Unlike a few of the wealthy, American “beer barons” of the late nineteenth century, Yuengling did not retire to his native Germany, not even part time. His was a privately-held, midsize business (Mittelstand), and conditions may not have allowed him to retire abroad. He may simply have decided against withdrawing too much capital from his life’s work, or perhaps he also felt a strong sense of allegiance to his community. David Gottlieb Yuengling passed away after falling on the stairs of his home after a day of working in his brewery’s office on 29 September 1877, at the age of 70. Hundreds of Pottsville residents and brewery workers gathered to pay their final respects. The responsibility for continuing the Yuengling brewery legacy rested with D.G. Yuengling’s sons, because women typically did not own and lead businesses enterprises. Nevertheless, the founder’s widow, Elizabeth, who lived until 1894, inherited his shares in the firm and Frederick acted as minority owner.

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The brewery in 1855.

Throughout his life in the United States, David G. Yuengling was an active member of the Pottsville community. He was the first president of the Pottsville Gas Company and later a director of the Pottsville Water Company. Yuengling also supported the German Lutheran Church in Pottsville and contributed $10,000 for the construction of the church building, and served as a vestryman (council member). His posts with the gas and water companies illustrate Yuengling’s concern with encouraging progress in Pottsville, as well as securing the supply of resources necessary for his brewing business. Unlike the Forty-Eighters, German immigrants who had escaped reactionary monarchies in Europe and who tended to vote Republican, Yuengling was a Democrat. Whereas the Democratic Party had embraced the nativist and anti-immigrant cause by 1848, the Republican Party and its rising star Abraham Lincoln had been founded by anti-slavery Whigs and Free Soilers. Yuengling, however, had immigrated to America twenty years prior, during the era of Jacksonian democracy with President Andrew Jackson, a Democrat, at the helm in the White House. Jackson’s message had been one of economic opportunity and democracy for the common, white man, as well as the preservation of the Union. At the same time, though he was a Democrat, David Yuengling also belonged to two secret societies, the Masons and the German Order of the Harugari (Der Deutsche Orden der Harugari), a mutual aid society founded in response to nativist actions against German immigrants. Like his father, Frederick Yuengling also served the community of Pottsville as president of the Pottsville Gas Company, as well as a “director of the Safe Deposit Bank and of the Pottsville Water Company.”

In addition to his engagement in the Pottsville community, which served the development of the town as well as his own business interests, David Yuengling committed time, skills, and experience to establish and further the brewing careers of a number of fellow German immigrants. His brother-in-law, John F. Betz, himself the son of a brewer, served an apprenticeship in the Yuengling brewery before participating in a grand brewing tour in Europe and establishing a brewery in New York City and later Philadelphia. Betz went on to build a brewing empire in the City of Brotherly Love and later, as previously noted, helped bail out David Yuengling Jr.’s failing brewery in New York City in the late 1890s. Henry C. Clausen Sr. was a second prominent brewer who started as a Yuengling apprentice. Clausen and John Betz co-owned a brewery in New York City and the former founded the H. Clausen and Son Brewery in the 1870s, which was for a time one of the largest breweries by production total in the nation. His son, Henry C. Clausen Jr., later founded and served as president of the U.S. Brewers’ Association.

As an immigrant entrepreneur, David Yuengling Sr. drew on his background in the Old Country while embracing new opportunities available in the U.S. His participation in the local Lutheran community and his membership in the German Order of the Harugari attest to his desire to sustain elements of his German ethnic heritage even after living in the United States for many years. His craft training in the German lands provided him with the technical skills necessary to produce quality beer in a new environment. He began brewing English-style beers, both because they were popular with the local drinking public in Pennsylvania and also because his training in the 1820s would have involved brewing ales. He proved open to new innovations in brewing, however, and began working with lager beer as the style became popular both in Central Europe and in the United States in the middle of the nineteenth century. Today, D.G. Yuengling & Son’s flagship beer harkens back to the lager beers brewed by David Yuengling during the Civil War era.

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There are also a couple of books on the Yuengling family and brewery. There’s Yuengling: A History of America’s Oldest Brewery and D.G. Yuengling & Son, Inc., part of the Images of America series. And there’s also a Yuengling Fan website with quite a lot of information.

Historic Beer Birthday: Carl Jacobsen

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Today is the birthday of Carl Jacobsen (March 2, January 11, 1914) who was the son of J.C. Jacobsen, who founded the Carlsberg Brewery, which is now the Carlsberg Group, and named it after his son Carl, who became a brewer, as well.

Carl Jacobsen 1895 - Carlsberg Group

Here’s how Carlsberg’s website tells the story.

Carl had to be a brewer – family tradition dictated it – and JC Jacobsen wanted him to get a solid theoretical and practical training as well as a thorough knowledge of the international brewery industry.
In 1866 Carl left Denmark for his educational tour of Europe, not to return until 1870. He went to France, Germany and Austria to study and work, and spent a year in Scotland as his father also wanted him to familiarize himself with the top-fermented English and Scottish beer types.

JC was moving away from the idea of retiring for Carl to take over his brewery, and decided instead to finance and build a second brewery for Carl to run as a tenant brewer. Carl’s interest in brewing was awakened, and the intense correspondence between father and son now focussed on plans for the new brewery.

When Carl returned to Denmark, JC gave him the new Annexe Brewery to run as an independent business, and the first brew was made on 17 February 1871.

JC advised Carl to produce ale and porter for the home market and for export, as he believed there was no room for two lager breweries in Copenhagen. However, the demand for lager beer increased rapidly, and as porter and ale proved difficult to sell, Carl quickly changed production to the more popular lager beer. – Father and son became competitors.

In 1893, Danish artist August Jerndorff did a painting of Carl.

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The SAGE Encyclopedia of Alcohol: Social, Cultural, and Historical Perspectives, published in 2015, has a nice overview of the Carlsberg brewery’s history of father and son.

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And this is Carl Jacobsen in 1913, the year before he passed away.

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