Beer In Ads #2205: Nature Makes Beer


Saturday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1940s. 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, showing an idyllic farm, it appears that they’re trying to change the image of bars as men’s clubs, dark and dank. The headline, “A wholesome beverage, it deserves to be sold only in wholesome surroundings.” The later mention that a modern invention, “a new kind of tavern brings you good beer and ale in clean, wholesome surroundings.” It’s an interesting effort, and obviously they didn’t do away with the dive bar (thank goodness) but it did herald an age that had several different kinds of bars, just like today.

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Historic Beer Birthday: Jacob Ruppert Sr.

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Today is the birthday of Jacob Ruppert, Sr. (March 4, 1842-May 25, 1915). Although his son Jacob Ruppert, Jr. was more well-known, in politics and in baseball, his father made that possible when he founded the Jacob Ruppert Brewing Company in 1867.

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Here’s a biography from Find a Grave:

Founder of the Jacob Ruppert Brewing Company. Jacob Ruppert, Sr. was one of the first and most noted brewers in the US. He was born in NYC and was a son of Franz and Wilhelmina Zindel-Ruppert of Bavaria. Under he expert guidance of his father, Jacob learned the brewing trade thoroughly. At ten he began working for his father’s Turtle Bay Brewery in Midtown Manhattan which was then only two years old. Work was hard for him and his father, as machinery was scarce during the Civil War. In 1867 he opened the Jacob Ruppert Brewing Co. on Manhattan’s then-forested Upper East Side. With a 50 foot square brick building, he opened what was to be the first of many breweries. The Jacob Ruppert Brewery steadily became one of the largest and best-equipped breweries in the world. He eventually broadened his entrepreneurial interests to include real estate which became the biggest money maker for the Rupperts helping them to survive (along with Jacob Jr’s interest in baseball) the coming war, Prohibition and Great Depression. Jacob Jr. eventually took over the brewing business and brought it and the Ruppert name to greater fame and glory. Jacob Ruppert, Sr. was a forceful, single-purposed man with a great capacity for work. His charities were numerous but unostentatious.He married Anna Gillig, daughter of brewer George Gillig, and had six children: Cornelia, Jacob, Frank, Anna, George and Amanda, all interred with their father in our family’s mausoleum. Jacob died of cirrhosis at the age of 74, an illness brought on by the years of testing the very brew he sold.

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The Jacob Ruppert Brewery around 1932.

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Historic Beer Birthday: Leonhard Eppig

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Today is the birthday of Leonhard Eppig (March 4, 1839-April 9, 1893). He was born in Großwallstadt, Bavaria, and at age fifteen, in 1854, he came to New York on the S.S. Rotterdam and settled in Brooklyn. He learned to brew working for a Brooklyn brewer, Michael Seitz. In 1866, he and a partner formed the Hubert Fischer & Leonhard Eppig Brewery. Ten years later, he bought out his partner and it became simply the Leonard Eppig Brewing Co., but traded under the name Germania Brewery. From what I can tell Eppig’s name was spelled Leonhard, but it was often anglicized to Leonard, even on advertising. When Eppig died, his sons continued running the brewery until it was closed down by prohibition in 1920. They reopened the brewery after repeal, but in 1935 sold it to George Ehret Brewery.

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Here’s a short biography from Find-a-Grave:

Leonhard was born in Bavaria, Germany. He married Margarehta about 1854 and had at least 10 children, Anna, Euginia, John, Henry, Franz, Barbara, Theresa, Mary, Margaret and Regina, some of which are entombed in his mausoleum. Leonhard owned the Eppig Germania Brewery Company, which was located in Brooklyn.

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And here’s his obituary from the Brooklyn Daily Eagle:

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This lengthy story is from “A History of Long Island: From Its Earliest Settlement to the Present Time, Volume 3,” by Peter Ross and William Smith Pelletreau, published in 1905:

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Busts of Eppig and his wife on the family mausoleum.

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Last year, a descendant of the Eppig family opened a craft brewery in San Diego, which they named Eppig Brewing, and included this infographic in their website:

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Historic Beer Birthday: George Klotter

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Today is the birthday of George Klotter (March 4, 1805-July 29, 1882). He was born in Baden, Germany, but moved to Cincinnati, Ohio and established the Hamilton Brewery with partner Johann G. Sohn in Cincinnati, Ohio in 1846. Klotter left that brewery, while Sohn continued alone, and Klotter started another brewery, the George Klotter Brewery in 1866 The following year George Jr., and his brother Louis, joined the brewery, and it was renamed the George Klotter and Sons Brewery, which it remained until 1888.

Unfortunately, there’s very little information I could find about Klotter or his brewery, and no pictures at all, sad to say.

Here’s a short biography from Find-a-Grave:

Clyffside Brewing Company (242 McMicken) is a defunct brewery in Cincinnati, located on the site of Hamilton Brewery, founded in 1845 by Johann Sohn and George Klotter as the Hamilton Brewery. By 1853, the company became known as the Klotter, Sohn and Company. In 1866, Sohn bought out Klotter, and Klotter went on to establish his own brewery on Klotter Street.

And this is his obituary, also from Find-a-Grave:

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It 1888, it was renamed the Bellevue Brewery until finally closing in 1919.

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Beer Birthday: Emily Sauter

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Today is the 34th birthday of the extraordinary Emily Sauter, who by day works for Two Roads Brewing as their Social Media and Communications Manager, where on Two Roads’ website she reveals an intense love of soup but an equally powerful dislike of broccoli. I wonder how broccoli soup fits in with that? By night she dons the cape and cowl to draw Pints and Panels, her blog of beer reviews, done in a comic strip style, putting to good use her education from Vermont’s Center for Cartoon Studies. Emily’s become one of my favorite people to hang out with at beer events, a kindred spirit. Join me in wishing Emily a very happy birthday.

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Stan Hieronymus and Emily at GABF last year.

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At the Beer Bloggers Conference in San Diego, opening a bottle of Crazy Pucker.

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Sam Calagione, Emily and me at Belmont Station in Portland during CBC last year.

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Earlier this year at Russian River for the release of Pliny the Younger.

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Suited up, chicken hat included, for Oktoberfest in 2014 (photo purloined from Facebook).


And finally, couch trippin’ through the Lagunitas bottling line at the Beer Bloggers Conference in San Diego last year. Here’s me, Emily, and Fred Abercrombie, riding the sofa roller coaster.

Historic Beer Birthday: Greg Noonan

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Today is the birthday of Greg Noonan (March 4, 1951-October 11, 2009) who founded the Vermont Pub & Brewery, one of the earliest microbreweries on the East Coast. Noonan was a pioneer and a big part of the early days, and had a wide influence on the growing brewing industry, winning awards and writing books. Unfortunately, in 2009, he discovered he had cancer, and passed away shortly thereafter.

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Here’s Greg’s obituary from Legacy.com.

Gregory John Noonan, 58, died at his home in Burlington on Sunday, Oct. 11, 2009, after a brief battle with cancer. Greg, the son of the late Edward J. Noonan Jr. and the late Dolores Donlin Noonan, was born in Springfield, Mass. on March 4, 1951. He graduated from Cathedral High School in Springfield and St. Anselm College in Manchester, N.H. and resided in Burlington since 1988. He leaves his brother Christopher Noonan, Acworth, N.H.; his sister and brother-in-law Martha and John Murtaugh, Manchester, Conn.; his sister and brother-in-law Regina and Joseph Hitchery, Niantic, Conn.; and his brother and sisterin-law Jerome and Maura Noonan, Longmeadow, Mass. He also leaves two stepchildren, and several nieces, nephews. Greg was the proprietor and co-founder of the Vermont Pub & Brewery in Burlington, the author of several books on brewing and a scholar of Irish antiquities. He was also well known in the U.S. brewing community as a judge and a winner of many brewing awards over the past twenty years.

And this was RealBeer.com wrote at the time.

Noonan opened Vermont’s first brewpub in 1988 and two others after that but his influence was national. His 1986 book Brewing Lager Beer: The Most Comprehensive Book for Home- and Microbreweries became something of a guidebook for those opening small breweries in the 1980s and ’90s. He Later wrote Scotch Ale in 1990 and Seven Barrel Brewery Brewers’ Handbook: A Pragmatic Guide to Home Brewing in 1996, then updated Brewing Lager Beer in 2003.

Like many who would soon be commercial brewers Noonan started out making beer as a hobby at home. He was working as a manufacturing manager for paper and wood products companies in Massachusetts when news of microbreweries opening on the West Coast inspired him to go pro.

“I specifically sited my brewery in Burlington because it’s where I wanted to live. I admired the politics in Vermont,” he said. He spent three years lobbying the Vermont legislature to legalize brewpubs.

“That first year, it was a real sell,” he said 10 years after opening in the pub. “There was no built-in awareness of what a brewpub was. (Consumers) would look at you and think ‘You are a brewery, you must make Budweiser.’ There was no style awareness.”

His local impact was obvious. For instance, John Kimmich, who later started the award winning The Alchemist brewpub in nearby Waterbury, sought out Noonan to learn the trade. Kimmich waited tables and eventually became head brewer at Vermont Pub & Brewery.

“Greg is a major reason that The Alchemist is a success,” Kimmich says. “He’s been a wonderful mentor. He’s got the blending of the chemistry knowledge with the esoteric side of things.”

Like many other brewers, commercial and amateur, Kimmich said he still has a dog-eared copy of Brewing Lager Beer in his brewery. His book was the start of Brewers Publications, the publishing wing of the Brewers Association.

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Greg with his business partner, who owns the Vermont Pub & Brewery today, taken in 2009, from the brewery’s 25th anniversary, as detailed by Seven Days in A 25th Anniversary for Vermont Pub & Brewery .

There’s also more information on Greg at Tap Dancing, Brewers Publication and also the Vermont Brewers Association has a tribute to him.

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At the Vermont Pub & Brewery‘s website, they tell the history of the brewery.

Greg Noonan’s 1986 book, Brewing Lager Beer, helped break open the microbrewing industry in the United States, and in 1988, Noonan opened Vermont Pub & Brewery in Burlington.

Among beer connoisseurs, Burlington’s Greg Noonan is legendary. His books on brewing are considered mandatory reading for home- and microbrewers. Known for crafting unique, delicious beers, he also provided expert consultation on startup and design of pubs and breweries. Noonan founded Vermont Pub & Brewery, creating a region-wide landmark and helping stimulate the economic growth and expansion of Burlington’s downtown.

It’s hard to remember when “brewpub” was not part of the American lexicon, but only two decades ago, most Americans had not tasted beer made in small, independent brewery-taverns. Craft brewing today is a $3.8-billion-a-year industry, with more than 1,300 microbreweries and brewpubs operating in the United States, according to the Brewers Association. This industry boom is a happy surprise to Noonan, although his efforts were very influential in its occurrence. In 1986, Noonan published, Brewing Lager Beer: The Most Comprehensive Book for Home- and Microbreweries, which quickly became a classic reference for craft brewers nationwide.

“You’re not going to find a successful brewer in the country that doesn’t have a dog-eared copy of this book,” says John Kimmich,Noonan’s protégé and co-owner of The Alchemist Pub & Brewery in Waterbury. “It is the definitive book on brewing lager beer.” Noonan was brewing beer as a hobby while working as a manufacturing manager for paper and wood products companies in Massachusetts. Microbreweries were just becoming trendy on the West Coast, and he decided to pursue the commercial possibilities for his craft. He had managed restaurants in New Hampshire and Boston and wanted his own restaurant to feature his brew. He used the results of his research for Brewing Lager Beerto launch his brewpub in Burlington. “I specifically sited my brewery in Burlington because it’s where I wanted to live. I admired the politics in Vermont,” says Noonan. “I had $175,000, which is a shoestring budget in the brewing industry; brewing equipment is very expensive.” He applied to several banks for additional funds, but lenders were skeptical. “The banks all said, ‘What is a brewpub?’ But I plunged on anyway with the money I had.” As he prepared to open, Noonan received a visit from Polewacyk, a longtime friend from his St. Anselm College days in New Hampshire. Polewacyk worked as a database consultant in the New York City metropolitan area. “I came to help him open and gave him a couple weeks of my time, doing whatever needed to be done — bartending, construction, cleaning, setting up a computer system, writing checks, shoveling,” Polewacyk says. A few weeks turned into months, and then a career. “When I came up those first two weeks, I realized how chaotic it was. I computerized the operation and said I would stay for three months.” Three months became six, and Polewacyk earned just enough from bartending to cover his expenses. The following June, he decided to stay. “I remember the exact moment,” he says. “I was walking up Church Street. It was a beautiful day, and I was waving hi and talking with people I had met through working here. I knew a whole bunch of people. I said, ‘This is what it’s supposed to be about! Why would I want to go back to the rat race?’”

Polewacyk continued as the operations manager, overseeing auditing and accounting, earning his partnership through sweat equity. “He makes sure things happen the way they should,” says Noonan. “I tend to be more the idea person behind the scenes.” Vermont Pub & Brewery opened in November 1988 with just enough money to cover payroll. “It was an inauspicious beginning,” Noonan says. “We eked our way through the winter of ’88 to ’89, barely by our teeth, with no cash reserves.” It was not an efficient way to open, he admits, but he needed the cash flow. “We ran it mom-and-pop for the first five years or so, which means we were here all the time. We put in 80-plus-hour weeks,” says Noonan. “Sometimes we would sleep in the booths, then get up at 6 a.m. and start mopping the floors,” Polewacyk adds. Together, they built the business, and by 1990, they had enough cash flow to pay themselves salaries. “Sales have slowly improved every year,” says Polewacyk. Gradually, Vermont Pub & Brewery became a destination that helped expand Burlington’s downtown beyond Church Street and draw people toward the waterfront. “They moved into that space when Church Street was the only place to be, and people did not gravitate beyond it, ” says Ann Heath, property manager for Investors Corporation of Vermont, the pub’s landlord. “We had never heard of a microbrewery. It was different and innovative. They enticed people with the product. It expanded the scope and viability of the city,” she says. Lagers, wheat beers, Irish and Scotch ales, pale and bitter ales and seasonal beers are created in a 14-barrel, whole-grain brewery in the pub cellar using recipes developed by Noonan. The brewery also makes seltzer and root beer. All brews are unfiltered and contain no preservatives.

Vermont Pub & Brewery won its first gold medal in 1991 at the Great American Beer Festival, and it has received many awards since then. At the Great International Beer Competition in November 2006, on the eve of the pub’s 18th anniversary, Vermont Pub and Brewery Burly Irish Ale received a Gold Medal; Forbidden Fruit Framboise brought home silver; and Handsome Mick’s Smoked Stout won bronze. All three medal winners are regularly on tap at the pub. The food menu, which has changed little since the pub’s early days, includes home-style meatloaf, chili, gravy fries, grilled sandwiches, chocolate brownies and the classic bangers and mash, with sausages custom-made by a New Hampshire smokehouse. Shepherd’s pie is a top seller, Noonan says. “We wanted a populist menu,” says Noonan. “Every brewpub back then was doing new American cuisine. We wanted to prepare good, basic food at reasonable prices.”

“There’s plenty of fancy places to go to, but people like good home cooking at good value,” says kitchen manager Mike Trepanier, an eight-year employee. The restaurant strives to offer local foods while keeping prices low. Locally raised beef, baked goods, seasonal local produce and Vermont coffee grace the menu. It also features an array of Vermont cheeses, wines and cider. “We are the busiest restaurant in Burlington, without a doubt,” says Noonan. The restaurant seats 175, and Noonan estimates 350 to 400 people come through daily. “In summertime, we are full every single night,” he says. Even winter sales continue to climb, says Polewacyk, noting a 15 percent increase during January and February 2006. Noonan attributes the continued growth to a focus on happy staff. Employees receive bonuses based on several factors, including time and effort. “We give them incentives and try to treat them as the important people they are,” says Noonan. “They are happy and they pass that on to our customers.” The owners endeavor to be good corporate citizens by sponsoring community events and being environmentally responsible. In 2002, Vermont Pub & Brewery was honored by Chittenden Solid Waste District for recycling and waste reduction.

Noonan continues to build his own reputation among craft brewers. He is a well-known speaker at brewers’ conferences and author of numerous trade journal articles and books. He published Scotch Ale in 1990 and Seven Barrel Brewery Brewers’ Handbook: A Pragmatic Guide to Home Brewing in 1996. In 2003 he released The New Brewing Lager Beer. Taking his intimate knowledge of brewing and brewpub start-ups, Noonan opened pubs in multiple locations. In 1994 he launched Seven Barrel Brewery in West Lebanon, N.H., followed by the 1997 opening of Amherst Brewing Company in Amherst, Mass. Then he stepped away from those locations, although he still owns the one in Amherst. “I liked the excitement and challenge of opening; however I decided I was working myself out of the hands-on work and into a job I didn’t really want,” Noonan says. “Both are doing quite well without me.” John Kimmich sought out Noonan to learn the trade. Kimmich waited tables and eventually became head brewer at Vermont Pub & Brewery before leaving to open The Alchemist.

“Greg is a major reason that The Alchemist is a success,” Kimmich says. “He’s been a wonderful mentor. He’s got the blending of the chemistry knowledge with the esoteric side of things.”
Now that they don’t have to sleep in the booths and work 80-hour weeks, Noonan and Polewacyk can concentrate on outside interests. Noonan is researching another book on a completely different topic: Irish history. He stills enjoys brewing, and says his favorite beer is “the one in my hand.” Polewacyk spends free time with his pre-teen son, a budding musician.

The partners enjoy planning special events at the pub, highlighting Vermont products along with their beer. In January they hosted a Vermont cheese and beer tasting in partnership with Montserrat Almena of the Vermont Institute for Artisan Cheese. They host an annual Scottish night, featuring a selection of single malt Scotch whiskies. “We’re focused on doing what we do and trying to do it better,” says Noonan. “I’m very proud of Vermont Pub & Brewery and the care the people who work here have for our customers. The customers are the important part.”

“Of all the lines of work you can be in, this one is very rewarding because it’s geared toward helping other people have a good time,” agrees Polewacyk. “There are no tricks, no hidden costs. Our job is to make sure people have a good time when they come in here, and that’s it.”

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A fun quote by Noonan, though the full quote is:

“When the homebrewers stop entering the profession, and the backyard breweries are squeezed out, then it will become stagnant. You gotta keep getting the guys who say, ‘Cool, I can sell the beer I make. I can do it.’ ”

Beer Birthday: Tonya Cornett

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Today is Tonya Cornett’s 48th birthday. Tonya was the brewmaster of Bend Brewing in Oregon, for a number of years, but not too long ago moved to another Bend brewery — 10 Barrel Brewing — to become their R&D brewer. She was featured prominently in the film, The Love of Beer. Tonya’s a great brewer and, of course, being born 1 day and ten years after me makes her a terrific human being, too. Join me in wishing Tonya a very happy birthday.

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Tonya and me during a visit to Bend a couple of summers ago.

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Tonya at GABF in 2008.

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Tonya with Larry Horwitz from Iron Hill at the 2009 GABF.

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With Tomme Arthur of Port Brewing/The Lost Abbey at Falling Rock in Denver.
(Special thanks to Sage from the Lost Abbey for photos 2 and 4.)

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Elva Ellen Kowald, Tonya and Teri Fahrendorf at the Craft Brewers Conference in Chicago.

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Tonya and Megan Flynn, former publisher of Beer West, then-Beer Northwest, at GABF in 2010.

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Meeting for a quick beer in Bend two years back.