Beer In Ads #2212: Mrs. Caruso … Twin Boys … Seven Pounds … Where’s That Beer?


Saturday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1941. 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, an old country doctor, just home from delivering twin boys, is removing his boots and yelling to, presumably, his wife, with the details of the birth. But then he also yells out “where’s that beer?” He sure looks like a kindly old doc, and it was a different time, but that still sounds so odd to hear.

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Beer Birthday: Mark Edelson

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Today is the 53rd birthday of Mark Edelson, a co-founder and the managing partner of Iron Hill Brewery & Restaurant, a small brewpub chain that operates eleven brewpubs in the tri-state area of Delaware, New Jersey and Pennsylvania. Mark’s been a vocal and active member of the brewing community, especially around his mid-Atlantic home but also through the BA, too. Join me in wishing Mark a very happy birthday.

Toasting the Class of '96: Greg Koch, Mark Edelson, Bill Covaleski, Tom Kehoe, Gene Muller & Sam Calagione
Toasting the Class of ’96: Greg Koch, Mark, Bill Covaleski, Tom Kehoe, Gene Muller & Sam Calagione at the “Older Bud No Weiser” event during Philly Beer Week several years ago.

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Carol and Ed Stoudt with Mark at the opening event for the first Philly Beer Week.

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Mark on stage with Bob Barrar and Charlie Papazaian at the 2007 GABF.

A Good Night For Mark Edelson, from Iron Hill
A great night For Mark during GABF week in the basement of the Falling Rock near the end of a very good evening.