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.
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.
Jeremy, with City Beer Store owner Craig Wathen.
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.