Thursday’s ad is for Schlitz, from 1903. 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 details why each ingredient in their beer is so expensive or why their brewing and bottling process is similarly so expensive. For example, “Every bottle is cleaned by machinery four times before using,” which seems pretty inefficient. Why not just buy the machine that cleans the bottles properly the first time?
Today is John Maier’s 62nd birthday. John has been the head brewer at Rogue Ales for as long as I can remember. He’s won countless awards, pioneered numerous new styles and been instrumental in the rise of the Pacific Northwest’s beer scene. Join me in wishing John a very happy birthday.
John at the Brew Am gold tourney three years ago. Photo courtesy of Bob Brewer, from his Picasa gallery.
A portrait of John at Rogue by Gregg Hinlicky.