Beer In Ads #2204: Thanks A Million!


Friday’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In this ad, the worker, the taxman and the farmer are all happier since beer was once again back after prohibition was repealed. That’s because since repeal, beer’s made one million jobs, the brewing industry’s paid a million dollars a day in taxes, and three millions acres of farmland dedicated to beer’s agricultural ingredients. Because, see, “even the non-beer drinker enjoy’s beer’s economic benefits!”

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Beer Birthday: Jeff Cioletti

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Today is the 45th birthday of Jeff Cioletti, president of Drinkable Media and Editor-at-Large for Beverage World magazine. He’s been covering the business of beer for quite a long while. I run into Jeff at numerous industry events, and we’ve taken a press trip to Belgium. Join me in wishing Jeff a very happy birthday.

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Three J’s at CBC in San Diego: Jeff, John Holl and me. (Photo by Win Bassett.)

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Jeff (on the left just above Lew Bryson) at our table inside the barrel room at Samuel Adams in Boston during an anniversary dinner there last year, when we opened every vintage of Utopias, plus Triple Bock and Millennium Ale.

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Ace reporter: “we just want the facts, ma’am, just the facts.”

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Jeff, in the center with a camera around his neck, during a visit to Brouwerij Huyghe during a press trip to Belgium in 2013.

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A night on bald mountain, or at least a table.