Beer In Ads #2216: There’s Serenity In Beer & Ale


Wednesday’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, two couples are having a picnic in the woods, with this great headline. “In a hurrying, scurrying world there’s serenity in beer and ale.” And I love how the pitch the need for “serenity” with this text. “YES! It’s a busy, dizzy world in which we live! And every man and woman in it needs now and then to get away from it all. Needs to sit down quietly and shut out the din and noise for a peaceful hour or so.” And naturally, they suggest drinking a beer during your time off. And I suppose every generation thinks their time is the busiest in human history, but I have to believe things were fairly slow in 1941 compared to now. And this ad was about four months before we entered World War 2. I have a hard time believing it was as hurrying and scurrying as they seemed to think.

USBF-Life-08-04-1941

Historic Beer Birthday: George Ehret Ruppert

Jacob-Ruppert
Today is the birthday of George Ehret Ruppert (March 15, 1875-November 5, 1948). He was the grandson of Jacob Ruppert Sr. and the brother of Jacob Ruppert Jr.. They both ran the family brewery, although his brother was the one in the spotlight and devoted more of his time to their ownership of the New York Yankees. George was more focused on the brewery business, and even when his brother died, appointed the GM to run the Yankees and continued to manage the Ruppert brewery.

George-Ehret-Ruppert

Find-a-Grave:

George Ehret Ruppert, 3rd generation American brewer, was the son of Jacob & Anna Gillig-Ruppert and the grandson of Franz & Wilhelmina Zindel-Ruppert. His Bavarian-born grandparents established New York’s Turtle Bay Brewery and his father founded the Jacob Ruppert Brewing Co. His famous brother, Congressman Col. Jacob Ruppert Jr., was founder, president & owner of the NY Yankees. George graduated Columbia Law School in 1899 whereupon he quickly joined his father and brother at the brewery. While working in the family business he attended the Wallerstein Brewing Academy. He became brewery secretary in 1910, VP in 1915 and executive secretary & director in 1921. In 1939 he succeeded his brother as president and in 1945 became CEO. George was active in many Catholic charities and once had an audience with Pope Pius XI in 1936. The paradox of George Ruppert’s life was that the more important he became the further he slipped into the media background. As his elder brother, Jacob Jr., devoted more of his time to his NY Yankee baseball team, the burden of directing the Ruppert Brewery became more George’s personal responsibility. Yet George seemed to prefer to labor in obscurity. At his brother’s death in 1939, George could have obtained for himself the headlines that often carried the name of his brother. Yet, he declined the post in favor of Gen. Mgr. Ed Barrow, explaining that he was doing so in the best interests of the Yankees and the brewery. George married twice: Emma Josephine Schwartz (1877-1919) and Pearl B. Jackson (1889-1957).

George-ruppert

And here’s his obituary, from The Sporting News:

geo-e-ruppert-obit

U206217ACME
The Jacob Ruppert Brewery around 1932.

Special-Knickerbocker-Export-Brew-Labels-Jacob-Ruppert--pre-Prohibition-

Top 50 Craft Breweries For 2016

ba
The Brewers Association just announced the top 50 craft breweries in the U.S. based on sales, by volume, for 2016, which is listed below here. I should also mention that this represents “craft breweries” according to the BA’s membership definition, and not necessarily how most of us would define them, as there’s no universally agreed upon way to differentiate the two. For the ninth year, they’ve also released a list of the top 50 breweries, which includes all breweries. Here is this year’s craft brewery list:


Top 50 Craft Brewing Companies

Rank Brewing Company City State
1 D. G. Yuengling & Son, Inc Pottsville PA
2 Boston Beer Co Boston MA
3 Sierra Nevada Brewing Co Chico CA
4 New Belgium Brewing Co Fort Collins CO
5 Gambrinus San Antonio TX
6 Duvel Moortgat Paso Robles/Kansas City/Cooperstown CA/MO/NY
7 Bell’s Brewery, Inc Comstock MI
8 Deschutes Brewery Bend OR
9 Stone Brewing Co Escondido CA
10 Oskar Blues Brewing Holding Co Longmont CO
11 Brooklyn Brewery Brooklyn NY
12 Minhas Craft Brewery Monroe WI
13 Artisanal Brewing Ventures Downington/Lakewood PA/NY
14 Dogfish Head Craft Brewery Milton DE
15 SweetWater Brewing Co Atlanta GA
16 New Glarus Brewing Co New Glarus WI
17 Matt Brewing Co Utica NY
18 Harpoon Brewery Boston MA
19 Alaskan Brewing Juneau AK
20 Abita Brewing Co Abita Springs LA
21 Great Lakes Brewing Co Cleveland OH
22 Anchor Brewing Co San Francisco CA
23 Stevens Point Brewery Stevens Point WI
24 August Schell Brewing Co New Ulm MN
24 Long Trail Brewing Co Bridgewater Corners VT
26 Summit Brewing Co Saint Paul MN
27 Odell Brewing Co Fort Collins CO
28 Shipyard Brewing Co Portland ME
29 Full Sail Brewing Co Hood River OR
30 Rogue Ales Newport OR
31 21st Amendment Brewery Bay Area CA
32 Flying Dog Brewery Frederick MD
33 Ninkasi Brewing Co Eugene OR
34 Gordon Biersch Brewing Co San Jose CA
35 Allagash Brewing Co Portland ME
36 Narragansett Brewing Co Providence RI
37 Green Flash Brewing Co San Diego CA
38 Tröegs Brewing Co Hershey PA
39 Uinta Brewing Co Salt Lake City UT
40 Bear Republic Brewing Co Cloverdale CA
41 Karl Strauss Brewing Co San Diego CA
42 Surly Brewing Co Minneapolis MN
43 Sixpoint Brewery Brooklyn NY
44 Left Hand Brewing Co Longmont CO
45 Lost Coast Brewery Eureka CA
46 Revolution Brewing Chicago IL
47 North Coast Brewing Co Fort Bragg CA
48 Avery Brewing Co Boulder CO
49 Real Ale Brewing Co Blanco TX
50 BJ’s Brewery Huntington Beach CA

Here is this year’s press release. The last couple of years, the BA has helpfully annotated the list, saving me lots of time, since I’ve been annotating the list for the last nine years, but they’ve abandoned that practice for a second year. So for the ninth consecutive year, I’ll also posted an annotated list, showing the changes in each brewery’s rank from year to year, but it will take me some time to put together so I’ll have that again later tonight or tomorrow.

And similar to last year, the BA created a map showing the relative location of each of the breweries that made the list.

Top_50_Craft_Breweries_2016

Historic Beer Birthday: Robert Meinrad Juerze

gerke
Today is the birthday of Robert Meinrad Juerze (March 15, 1847-?). In 1889, he was named president of the Gerke Brewing Co., in Cincinnati, Ohio. Unfortunately, that’s it for the information I could find about Juerze. No bio, no photos, just a line in an old trade magazine that included his birthdate.

The Eagle Brewery in Cincinnati, Ohio, which was known by various names names, such as the Schaller & Schiff Brewery and later the Schaller-Gerke Brewery and finally the Gerke Brewing Co. Here’s a timeline from the Queen City Chapter’s page, entitled Cincinnati Brewing History-Preprohibition 1811-1919.


Gerke-Brewing

Gerke-bc

The first brewery on this corner was the Eagle Brewery from 1854 to 1866, owned by Joseph Schaller and Johann Schiff. In 1866, Schiff left the company and John Gerke joined in. The name was changed to Schaller & Gerke, Eagle Brewery and they continued together until 1882. The Schallers left the business then to purchase the Main Street Brewery and after the death of his father John, George Gerke continued the business at Canal and Plum Streets.

gerkebrewery_1

Founded in 1854 as the Eagle Brewery closer to the Ohio River, Joseph Schaller and John Gerke built a new brewery at the bend of the Miami and Erie Canal in 1866. Beer was brewed there until 1910.

gerkebrewery_4

The brewery equipment was sold at auction October 15, 1913.

Top 50 Breweries For 2016

ba
The Brewers Association has also just announced the top 50 breweries in the U.S. based on sales, by volume, for 2016, which this year they’re calling the “Top 50 Overall Brewing Companies.” This includes all breweries, regardless of size or any other definitions or parameters. Here is the new list:


Top 50 Overall Brewing Companies

Breweries in bold are considered to be “small and independent craft brewers” under the BA’s current definition. That there are so many footnotes (23 in total, or almost half of the list) explaining exceptions or reasons for the specific entry, seems illustrative of a growing problem with the definition of what is a craft brewery. I certainly understand the need for a trade group to have a clearly defined set of criteria for membership, but I think the current one is getting increasingly outdated again, and it’s only been a few years since the contentious debate that resulted in the current BA one. But it may be time to revisit that again.

six-glasses

Rank Brewing Company City State
1 Anheuser-Busch, Inc (a) Saint Louis MO
2 MillerCoors (b) Chicago IL
3 Pabst Brewing Co (c) Los Angeles CA
4 D. G. Yuengling & Son, Inc Pottsville PA
5 North American Breweries (d) Rochester NY
6 Boston Beer Co (e) Boston MA
7 Sierra Nevada Brewing Co Chico CA
8 New Belgium Brewing Co Fort Collins CO
9 Lagunitas Brewing Co (f) Petaluma CA
10 Craft Brew Alliance (g) Portland OR
11 Gambrinus (h) San Antonio TX
12 Duvel Moortgat (i) Paso Robles/Kansas City/Cooperstown CA/MO/NY
13 Ballast Point Brewing Co (j) San Diego CA
14 Bell’s Brewery, Inc (k) Comstock MI
15 Deschutes Brewery Bend OR
16 Founders Brewing Co (l) Grand Rapids MI
17 Stone Brewing Co Escondido CA
18 Oskar Blues Brewing
Holding Co
(m)
Longmont CO
19 Sapporo USA (n) La Crosse WI
20 Brooklyn Brewery Brooklyn NY
21 Minhas Craft Brewery (o) Monroe WI
22 Artisanal Brewing Ventures (p) Downington/Lakewood PA/NY
23 Dogfish Head Craft Brewery Milton DE
24 SweetWater Brewing Co Atlanta GA
25 New Glarus Brewing Co New Glarus WI
26 Matt Brewing Co (q) Utica NY
27 Harpoon Brewery Boston MA
28 Alaskan Brewing Co Juneau AK
29 Abita Brewing Co Abita Springs LA
30 Great Lakes Brewing Co Cleveland OH
31 Anchor Brewing Co San Francisco CA
32 Stevens Point Brewery (r) Stevens Point WI
33 August Schell Brewing Co (s) New Ulm MN
33 Long Trail Brewing Co (t) Bridgewater Corners VT
35 Summit Brewing Co Saint Paul MN
36 Odell Brewing Co Fort Collins CO
37 Shipyard Brewing Co (u) Portland ME
38 Full Sail Brewing Co Hood River OR
39 Rogue Ales Newport OR
40 21st Amendment Brewery Bay Area CA
41 Flying Dog Brewery Frederick MD
42 Ninkasi Brewing Co Eugene OR
43 Gordon Biersch Brewing Co San Jose CA
44 Allagash Brewing Co Portland ME
45 Narragansett Brewing Co Providence RI
46 Green Flash Brewing Co (v) San Diego CA
47 Tröegs Brewing Co Hershey PA
48 Uinta Brewing Co Salt Lake City UT
49 Bear Republic Brewing Co Cloverdale CA
50 Pittsburgh Brewing Co (w) Pittsburgh PA

six-glasses


2016 Top 50 Overall U.S.
Brewing Companies Notes

Details from brand lists are illustrative and may not be exhaustive. Ownership stakes reflect
greater than 25% ownership:

(a) Anheuser-Busch, Inc includes 10 Barrel, Bass, Beck’s, Blue Point, Bud Light,
Budweiser, Breckenridge, Busch, Devils Backbone (partial year), Elysian, Four Peaks,
Golden Road, Goose Island, Karbach (partial year), King Cobra, Landshark, Michelob,
Natural Rolling Rock, Shock Top, Wild Series brands and Ziegenbock brands. Does not
include partially owned Coastal, Craft Brew Alliance, Fordham, Kona, Old Dominion,
Omission, Red Hook, and Widmer Brothers brands;
(b) MillerCoors includes A.C. Golden, Batch 19, Blue Moon, Colorado Native, Coors,
Hamms, Hop Valley (partial year), Icehouse, Keystone, Killian’s, Leinenkugel’s,
Mickey’s, Milwaukee’s Best, Miller, Olde English, Revolver (partial year), Saint Archer,
Steel Reserve, Tenth & Blake, and Terrapin (partial year) brands;
(c) Pabst Brewing Co includes Ballantine, Lone Star, Pabst, Pearl, Primo, Rainier, Schlitz
and Small Town brands;
(d) North American Breweries includes Dundee, Genesee, Labatt Lime, Mactarnahan’s,
Magic Hat, Portland and Pyramid brands as well as import volume;
(e) Boston Beer Co includes Alchemy & Science and Sam Adams brands. Does not include
Twisted Tea or Angry Orchard brands;
(f) Lagunitas Brewing Co ownership stake by Heineken;
(g) Craft Brew Alliance includes Kona, Omission, Red Hook and Widmer Brothers brands;
(h) Gambrinus includes BridgePort, Shiner and Trumer brands;
(i) Duvel Moortgat USA includes Boulevard, Firestone Walker, and Ommegang brands;
(j) Ballast Point Brewing Co owned by Constellation brands;
(k) Bell’s Brewery, Inc includes Bell’s and Upper Hand brands;
(l) Founders ownership stake by Mahou San Miguel;
(m) Oskar Blues Brewing Holding Co includes Cigar City, Perrin and Utah Brewers
Cooperative brands;
(n) Sapporo USA includes Sapporo and Sleeman brands as well as export volume;
(o) Minhas Craft Brewery includes Huber, Mountain Crest and Rhinelander brands as well as
export volume;
(p) Artisanal Brewing Ventures includes Victory and Southern Tier brands;
(q) Matt Brewing Co includes Flying Bison, Saranac and Utica Club brands;
(r) Stevens Point Brewery includes James Page and Point brands;
(s) August Schell Brewing Co includes Grain Belt and Schell’s brands;
(t) Long Trail Brewing Co includes Long Trail, Otter Creek, The Shed and Wolaver’s
brands;
(u) Shipyard Brewing Co includes Casco Bay, Sea Dog and Shipyard brands;
(v) Green Flash Brewing Co includes Alpine and Green Flash brands;
(w)Pittsburgh Brewing Co includes Iron City and Old German brands

BEER-generic

Here is this year’s press release.

Beer Birthday: Ron Barchet

victory-new
Today is the 54th birthday of Ron Barchet, a co-founder of Victory Brewing Co., along with his childhood friend Bill Covaleski. I first met Ron at the brewery doing an article on Pennsylvania breweries for the Celebrator over a decade ago. It’s been great seeing his brewery rack up victory after victory as they’ve grown and become one of Pennsylvania’s best, biggest and brightest. Join me in wishing Ron a very happy birthday.

ron-and-bill-victory
Ron with Bill Covaleski at the brewery when I visited them in 2002 or 2003.

Bill_Ron_2015(Social)
Bill Covaleski with Ron in a publicity photo supplied with a press release announcing their merger with Southern Tier.

Historic Beer Birthday: Louis Burger

burger
Today is the birthday of Louis Burger (March 15, 1842-February 13, 1901). He was born in Wurtemburg, Germany (though another source says Heilbrunn, Bavaria), but moved to America in 1863, when he was 21, and settled in Cincinnati, Ohio, A few years later, in 1879, he started working in the malting business, but shortly thereafter he formed a partnership with his brother Charles and co-founded the Burger Brewing Co. It became one of the more successful breweries in Cincinnati, and survived prohibition, but in 1973, announcing its closure, Hudepohl Brewing bought the brand.

Louis-Burger

Here’s a short biography, containing some conflicting information, from Find-a-Grave:

Beer Baron. A native of Germany, he emigrated to America and settled in Cincinnati, Ohio. In 1874, he established the Burger Brewing Company and operated the brewery until his death in 1901 when he was 67 years old. The brewery continued as such until it closed for good in 1973, minus the prohibition years from 1919 through 1933.

Burger-Beer-Labels-Burger-Brewing-Co

Given its early success, there’s a surprising lack of information about the brewery’s history before prohibition, even in books on Cincinnati’s brewing history. Why that might be seems unclear, but certainly part of the problem is that burger is not only a common name, but also shares its name with a popular sandwich, making searching more difficult.

burger-tray

Cincinnati-Burger-Brau-Beer-Labels-Burger-Brewing-Company

burger-brewery-1934

burger-beer-tempting