Beer In Ads #2235: The All Important


Monday’s ad is for Schlitz, from 1907. In the first decade of the 20th century, Schlitz Brewing, then one of the larger breweries in the U.S. after the industry had shrunk from over 4,000 to around 1,500 in just 25 or so years, did a series of primarily text ads, with various themes. In this ad, with the title “The All Important,” you might understandably wonder what is the all important? It’s purity, of course, which is “absolute cleanliness” and “freedom from germs.” And that is more or less what it means. Google’s definition is “freedom from adulteration or contamination.” I certainly wouldn’t “knowingly drink beer that was not.”

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Beer Birthday: Dave Bonighton

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Today is the 47th birthday of Dave Bonighton, who is a co-founder of Australia’s Mountain Goat Beer. I first met Dave either judging in Japan or in the U.S. at the World Beer Cup, although we also judged together in Australia last year at the AIBA. Dave’s a great guy and his beers are some of the best I’ve had from Australia. In 2015, Asahi Bought Mountain Goat, though Dave and his partner stayed on and at the time said “Mountain Goat will continue to operate as a stand-alone business.” Join me in wishing Dave a very happy birthday.

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Mountain Goat co-founder and brewmaster Dave Bonighton.

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Dave and Cam Hines at the AIBA Awards.

Historic Beer Birthday: Frederick Hinckel Jr.

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Today is the birthday of Frederick Hinckel Jr. (April 3, 1859-February 25, 1917). He was the son of Frederick Hinckel Sr., who co-founded the Hinckel Brewery of Albany, New York. His father, Hinckel Sr., along with Johann Andreas Schinnerer, founded the F. Hinckel & A. Schinnerer brewery in 1852, which was also known as the Cataract Brewery. “Its premises occupied half a city block, bounded by Swan Street, Myrtle and Park Avenues. By 1864 Hinckel was the sole owner of the business.” When his father passed away in 1881, Frederick Jr., along with his brother Charles, took over the brewery. It closed in 1920 when prohibition went into effect, and did reopen after repeal. Unfortunately, I was unable to find any portraits of Frederick Jr.

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Here’s his obituary from “The Brewer’s Journal” for November 1916-October 1917:

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A Hinckel Brewery beer wagon.

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Although the brewery closed in 1920 because of prohibition, and never reopened afterwards, the build was preserved and today is an apartment complex.

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