Beer In Ads #2222: Firelight And Mellow Beer Weave Memories To Cherish

Tuesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1942. 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 older couple sits on a sofa, beer in his hand, the pair of them are staring intently at something in front of them. If not for the word “firelight” in the headline, I would have thought the glow they were looking at was their television. But no, they’re staring at the fire in their fireplace. Of course, in 1942 not only weren’t there many channels, what there was wasn’t too good anyway.


Historic Beer Birthday: Anton Dreher Jr.

Today is the birthday of Anton Dreher Jr. (March 21, 1849-August 7, 1888). He was the son of Anton Dreher, “an Austrian brewer of the Dreher family.” He exported their pale lager, invented by his father all over the world.


This is his biography, translated from his German Wikipedia page:

After the death of his father in 1863, the Viennese lawyer and later mayor of Vienna, Cajetan, was the guardian of the district of the young Anton Dreher, and also directed the building enterprises to his majority.

Dreher took over the brewery in 1870 and extended it considerably. He also began exporting the lager to overseas. This also bore him the title “Viennese Braukaiser”.

In the mild winter of 1872/1873, Anton Dreher had a cooling problem: he had to bring the ice necessary for cooling from the Styria and from Galicia to the railroad, which caused high costs. That is why he encouraged Carl von Linde to build his refrigeration machine. In 1877, the first prototype of a refrigeration machine was put into operation at the Dreher Brewery in Trieste . Anton Dreher was thus the first beer brewer to introduce the artificial cellar cooling system.

In 1897 Anton Dreher had increased beer production to 740,000 hectoliters, doubling the sales volume of his father. The further increase in production in the subsequent years led to Dreher’sche Brewery becoming one of the largest breweries in the world. In 1905, the brewery was converted into Anton Roter’s brewery.

Anton Dreher was from 1884 Member of the Lower Austrian provincial parliament and from 1902, by Emperor Franz Joseph I appointed, a member of the mansion of the Imperial Council and President of the Central Union of Industrialists of Austria ( CVIÖ ).

After 1900, the brewery Mautner ( St. Marx ) and the brewery of his father-in-law, Meichl ( Simmering ), were able to win the competition for the Schwechat brewery . In 1913, the brewery Schwechat merged with the St. Marx brewery and also with the brewery Simmering to the United breweries Schwechat, St. Marx, Simmering – Dreher, Mautner, Meichl AG . During the First World War the brewery was drastically restricted, but not shut down.


And this is another translation, this one from the Austrian Biographical Dictionary:

Son of Anton Dreher the Elder.

After the early death of his father, a directorate under the superintendent of the later mayor of Vienna, Cajetan Felder, took over the management of the company and enlarged it by acquiring three other breweries.
After attending the Akademisches Gymnasium in Vienna, Dreher visited the Technical College and, from the day of his grandiaturity (March 21, 1870), to his father’s company. On 12 August 1870 he married in Simmering Katharina Meichl (14. 11. 1850 – 17. 2. 1937), the daughter of the owner of the brewery Simmering, Theodor Meichl.

Dreher extended the paternal enterprise and in 1892 he already employed 1000 workers. He owned 60 of his own railway wagons and also exported overseas. In the year 1891/92 the productions in Schwechat amounted to 550,000, in Steinbruch (Hungary) 400,000, in Micholoup (Bohemia) 40,000, and in Trieste 56,000 hectoliters of beer. His brewery had become the world’s largest.

After his three sons entered the company, he was converted into “Anton Drehers Brauerei AG”, a family-owned company. In 1913 the merger with the brewery Mautner Markhof was carried out to the “United breweries Schwechat, St. Marx, Simmering – Dreher Mautner, Meichl AG”.

Since 1884 Landtagsabgeordneter was Dreher 1902-18 also member of the Herrenhauses.

Dreher’s grandfather, Franz Anton Greher, bought the Brau-Klein-Schwechat brewery in 1796, and today it’s known as Brauerei Schwechat. According to the brewery website, “the brewery Schwechat became the largest of the European mainland and the “Klein Schwechaterlager” consignments went far beyond Austria’s borders. Among other things, Dreher purchased the Michelob brewery near Saaz in 1859, the Steinbruch brewery in Budapest in 1862, and the Trieste brewery in 1869.”


Here the official story of the brewery picks up when Anton Dreher Jr. take over:

After 1863 Anton Dreher sen. Dies, takes over 1870 Anton Dreher jun. (Born 1849), after the completion of the academic high school in Vienna, the management of the Brauereikon Group.

In the “ice-free winter” of 1872, ice needed for cooling, about 100 million kilograms, had to be taken from Poland by rail. These experiences prompted Anton Dreher to deal with artificial cooling and ice-making. Professor Carl von Linde was commissioned to design a cooling machine, which Dreher set up in Brauhaus Trieste in 1877 and then in Schwechat. Dreher was thus the first brewer to introduce the artificial cellar cooling system. This breakthrough invention is still essential today.

On June 4, 1883, Emperor Franz Josef visited the brewery for the second time and gave Anton Dreher jun. The Knights Cross of the Order of Franz Joseph. In 1897 Dreher received the Commander’s Cross, later the Grand Cross of this Order, and in 1902 the Order of the Iron Crown II Class.

1897 produced the brewery Schwechat under Anton Dreher jun. The huge volume of 739,639 hectoliters of beer, which was more than double since the takeover of the brewery by his father. In the following years, the “rotary” breweries with a total production of approximately 1.25 million hectoliters developed into the world’s largest brewery, managed by an owner. In 1905 the brewery was renamed “Anton Drehers Breweries Aktiengesellschaft”.


And this is the portion of the brewery’s Wikipedia page that discusses Anton Drehrer Jr.:

In 1837, his son, Anton Dreher, took over the company from his mother and inaugurated a new era in the brewery’s history. In 1839 he turned to Untergärung , which marked the beginning of the lager beer. The breakthrough was made by Dreher in 1841, when he realized that for his under-fermented beer, the “lager” or “Viennese type”, one thing was decisive: cooling. Dreher laid huge cellars and stored ice.

As a result, the brewery’s brewery expanded through the acquisition of existing breweries to the entire Austro-Hungarian monarchy . These included the brewery Michelob near Saaz, acquired in 1859, the brewery quarry (founded 1854) in Budapest, acquired in 1862, as well as the brewery of Trieste, acquired in 1869.

In 1848, Dreher introduced a steam machine to the Bierbrauen, he was supposed to be the first brewer in Austria. The steam engine is now exhibited at the Technical Museum in Vienna. The first cooling machine, which was also the second machine from Linde AG , was installed in the brewery in Trieste in 1877. After the death of Anton Dreher in 1863, his son Anton Dreher junior took over the company of the brewery Schwechat in 1870 and converted it in 1905 into the Anton Drehers brewery stock company . In the face of the beginning of the 20th century mutually growing competition with the brewery St. Marx of Adolf Ignaz Mautner of Markhof and the brewery Simmering of his father – in – law Meichl, the fusion of the three breweries to the United Breweries Schwechat, St. Marx, Simmering – Dreher, Mautner, Meichl AG took place in 1913 . Due to the high quality of the products, the company was awarded the title of a kuk chamber supplier.

Dreher around 1900.





Historic Beer Birthday: Gabriel Sedlmayr

Today is the birthday of Gabriel Sedlmayr (March 21, 1772-November 19, 1839). He is sometimes referred to as Gabriel Sedlmayr I or Gabriel Sedlmayr the Elder to avoid confusion with his arguably more historically important son, Gabriel Sedlmayr II. In 1807, Gabriel Sedlmayr the Elder acquired the Spaten brewery, when “at the time was the smallest brewery in Munich.” All his Find-a-Grave page says is “Beer brewer, brandy and vinegar manufacturer, bought the location and building of the later founded Spaten Brewery.”


This is his entry in the Oxford Encyclopedia of Beer, written by Ian Horsey:

Sedlmayr, Gabriel the Elder

[He] purchased a rather unremarkable brewery in Munich, in 1807. Nobody could have imagined then that this commonplace transaction, conducted by an erstwhile brewmaster to the Bavarian Royal Court, would herald the birth of one of the greatest brewing dynasties on earth, and help change the world of brewing forever. The brewery in question was Spaten, which had started life as a Munich brewpub in 1397. Between 1622 and 1704 it was owned by the Späth family, from which the brewery took its name of Spaten (the German word for “spade”). Subsequently, the brewery changed hands a few times, until it was acquired by the Siesmayr family, who sold it to Sedlmayr. The new owner’s brewing acumen was to serve the company well, and, coupled with his energy and enterprise, was to transform Spaten from virtual obscurity—ranking last in terms of malt consumption among Munich’s 52 brewers at the time—to a position of prominence, having become the third-largest brewery in Munich, after Hacker and Pschorr, by 1820. A decade later, Spaten beer was even respectable enough to be served in Munich’s world-renowned Hofbräuhaus, the 1589 former private, now public, watering hole of the Dukes of Wittelsbach, the ruling Bavarian Dynasty between 1180 and 1918. See wittelsbacher family. Much of Sedlmayr’s success stemmed from his readiness to embrace the new brewing technologies that were being developed in Europe in the course of the Industrial Revolution. It was under his stewardship, with direction from his son Gabriel the Younger, for instance, that Spaten experimented with new malting techniques in the 1830s. See sedlmayr, gabriel the younger. In the process, Spaten developed a highly aromatic, deep amber malt now known as Munich malt. The brewery used this malt as the foundation grist of a new lager style, the märzen, which it introduced in 1841. See märzenbier and munich malt. Gabriel Sedlmayr was fortunate in that he had two sons, Gabriel and Josef, who followed in his footsteps as gifted brewers. They assumed the Spaten reins upon Gabriel the Elder’s death in 1839, and immediately began to write their own part of brewing history by turning Spaten into Munich’s leading brewery by the end of the 19th century.


And here’s a part of a timeline from the Munich Beer Gardens website:

  • 1397: A brewer named Hans Welser of the Welser Prew at Neuhausergasse 4 is recorded in the Munich tax records. Several ownership changes of the brewery occurred over the following 125 years.
  • 1522: The Welser brewery is bought by the Starnberger family.
  • 1622: The brewery is acquired by the Spatt family, who begin to produce a brew by the name Oberspathbräu, eventually changing the name to Spaten, which refers to the spade.
  • 1704: The Sießmayr family takes over the brewery while retaining the Spaten brand name.
  • 1807: The Königliche Hofbräumeister, the brewmaster for the royal court, Gabriel Sedlmayr acquires the Spaten brewery, which at the time was the smallest brewery in Munich.
  • 1817: Spaten purchases the Filserbräukeller in Bayerstrasse, later to became known as the Spaten Keller.
  • 1839: Following the death of Gabriel Sedlmayr, his sons Gabriel and Joseph take over the brewery business.
  • 1842: Joseph Sedlmayr withdraws his partnership from Spaten Brauerei and buys the Leistbrauerei.
  • 1851: Spaten purchases the current property location in Marsstrasse which includes the Silberbauer Keller. Many more acquisitions followed.
  • 1854: The move of the entire brewery to Marsstrasse is completed.
  • 1861: Joseph Sedlmayr buys the shares of August Deiglmayr, with whom he ran the Franziskaner Brauerei (Franziskaner Leistbräu) since 1858.
  • 1867: Spaten Brauerei becomes the largest brewery in Munich and maintains its top position until 1890s. Spaten Brauerei receives a golden medal for their German beer at the World Exposition in Paris.
  • 1874: Johann, Carl and Anton Sedlmayr takes the brewery over from their father Gabriel Sedlmayr.
  • 1884: The artist Otto Hubb designs the Spaten logo with the familiar spade which symbolise a malt shovel and the initials GS in honor of the elder Gabriel Sedlmayr. A similar version of this logo is still in use today.
  • 1891: Spaten Brauerei founded a branch in London selling the “Spaten Munich Lager” brand.
  • 1894: Spaten becomes the first Munich brewery to brew lager in Pilsener style, the “Spaten Münchner Hell”, intended for sale in northern Germany.
  • 1895: Spaten is the first brewery to introduce the Hell (lager) in Munich. Other Munich breweries follow their example.
  • 1909: Spaten begins to export its beer to America on a regular basis.


Historic Beer Birthday: Pierre Celis

A true brewing legend, who was treated like a rock star in Belgium where they care about their national beers, Pierre Celis would have been 92 today. Celis single-handedly revived the style witbier in the 1960s when he was a brewer at Hoegaarden. He later moved to Texas to start a microbrewery with his daughter Christine, which was sold to Miller in 1995. More recently, he was making three cave-aged beers under the label Grottenbier at St. Bernardus in Belgium. Unfortunately, Pierre passed away almost six years ago in April. Pierre was a terrific person and his absence is still deeply felt. The last I heard, his daughter Christine was working on a great-sounding project that will honor her father’s memory and also produce some terrific beers, too. That project is now closer to opening. Join me in drinking a toast to the memory of Pierre Celis.

With Pierre at the Craft Brewers Conference in New Orleans quite a few years ago.

At GABF in 2006.

Historic Beer Birthday: Sampson Salter

Today is the birthday of Sampson Salter (March 21, 1692-April 6, 1778) who in the early 18th century operated one of the most popular breweries in Boston. Considering it was apparently so popular, there’s very little specific information about either Salter or his brewery. Most histories seem to only mention him in passing. For example, “Historic Taverns of Boston” by Gavin Nathan, says only this:


Boston in 1722.