Beer In Ads #2256: If You Knew


Monday’s ad is for Schlitz, from 1906. In the first decade of the 20th century, Schlitz Brewing, then one of the largest 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, Schlitz is suggesting that if you’d visited their brewery and seen just how clean it was that you’d always order “Schlitz beer” to make sure you weren’t inadvertently served a “common beer.” But even if you do, make sure that the cork or crown is branded. Man, those were some unscrupulous times.

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Beer Birthday: Jeremy Cowan

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Today is Jeremy Cowan’s 48th birthday. Jeremy owns Shmaltz Brewing, makers of He’Brew. Jeremy is a good friend and we’ve known one another since he first pitched He’Brew to me at BevMo many years ago (which is detailed in Jeremy’s memoir Craft Beer Bar Mitzvah). Jeremy used to split his time between San Francisco and New York, and so I would often see him at beer events somewhat frequently, but less so now that he’s built a brick and mortar brewery in upstate New York. Join me in wishing Jeremy a very happy birthday.

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Jeremy, with City Beer Store owner Craig Wathen.

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A few years ago at the Toronado for a He’Brew release party. From left: Alec Moss, recently retired from Half Moon Bay Brewing, Pete Slosberg, Jeremy, and Rodger Davis, when he was still with Drake’s Brewing.

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Jeremy with Rich Norgrove, with Bear Republic, at GABF in 2006.

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Me and Jeremy at the Bistro Double IPA Fest in 2009.

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Jeremy shortly after he launched the Shmaltz beers, before all the grey hairs set in. (Thanks to the anonymous source that sent me this photo.)