Historic Beer Birthday: Louis F. Neuweiler

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Today is the birthday of Louis F. Neuweiler (April 28, 1848-1929). He was born in Württemberg, Germany, and his family was in the brewing business. He came to the U.S., first to Philadelphia, where he worked at local breweries there and also met his wife. In 1891, he moved to Allentown, where he formed a partnership with Benedict Nuding, who had started the Germania Brewery there in 1875 or 78 (sources differ). When they started their partnership, the brewery name was changed to the Nuding Brewing Co, but after Neuweiler bought out Nuding in 1900, it became the Louis F. Neuweiler & Son Brewery, which it remained until finally closing for good in 1968.

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Here’s a short biography from Find-a-Grave:

Born into a family of brewers, he immigrated to America and settled for a time in the Philadelphia area. While in Philadelphia he met his wife Sophia. They had 16 children. They relocated to Allentown, PA in 1891. He formed a brewing partnership with longtime brewer Benedict Nuding but bought him out in 1900. In 1906 his son Charles joined the brewery and the business became known as L.F. Neuweiler & Son. The “new” Neuweiler Brewery was opened on April 28, 1913 at the corner of Front and Gordon Streets in Allentown. His son Louis joined the family business and the company became known as Louis F. Neuweiler & Sons. Their slogan was “Nix Besser” meaning “none better”. After Louis died in 1929 the business was run by Charles Neuweiler. Neuweiler beers were regional best sellers until they went out of business in 1968.

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This story of the brewery is from a local Allentown newspaper, The Morning Call, from 2004:

Louis Neuweiler came to Allentown in 1891. Beermaking then was more than 100 years old in the Valley, its roots going back to the Moravian brewers in Bethlehem. Neuweiler hooked up with longtime brewer Benedict Nuding, whose business was at Seventh and Union streets. In 1900, Neuweiler bought out Nuding. In 1906, he took his oldest son, Charles, into the business that became L.F. Neuweiler & Son.

The Seventh Street location was too small for expansion, so in 1911 the Neuweilers purchased 4.5 acres at Front and Gordon streets and hired Philadelphia architects Peukert and Wunder to build the brewery. It got its water from an underground lake 900 feet below. Neuweiler ordered his own generators for electric power and had separate wells drilled.

Neuweiler opened at this location on April 28, 1913. That day, son Louis P. entered the business and its name became Louis F. Neuweiler & Sons, a name it would retain until 1965. (Louis P. Neuweiler later left the family business and became a local banking executive at Merchants National Bank.)

Neuweiler’s truly was a family operation. Charles Neuweiler sometimes drove the horse-drawn wagon to Bethlehem loaded with barrels. The women in the family kept the books.

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Neuweiler’s also was something of an absolute monarchy. Generous to his family, Louis F. Neuweiler had a temper and little patience with those he regarded as lesser mortals. He once ripped the telephone out of the wall in frustration and told the operator she could go to hell when she couldn’t understand the phone number he was asking for.

Louis F. died in 1929. It was during Prohibition and Neuweiler’s was brewing only near beer with 3.2 percent alcohol and making mixers under the names Purity and Frontenac Pale. In the early 1930s, Charles Neuweiler turned down an offer to buy the brewery for $500,000 from gangster/bootlegger Arthur Flegenheimer, aka Dutch Schultz. According to son Theodore Neuweiler, his father said, “We have always made honest beer,” and ordered Schultz off the property.

At first, the post-Prohibition years were good for Neuweiler’s. Its slogan “nix besser,” none better, was shared across the community. But by the early 1960s it found itself trapped between the growing market share of the beer giants of the Midwest and the growing preference for its lighter product.

On May 31, 1968, Neuweiler’s closed its doors for the last time, $800,000 in debt.

Over the years, some of the equipment was sold. One of the stainless steel brewing tanks ended up at the Milford Park campmeeting grounds in Old Zionsville to be used for water storage.

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This is a translation of his German Wikipedia page:

Neuweiler was born as the son of a family of beer brewers. He emigrated to the United States and began to work as a brewer in Philadelphia . Within a few years he obtained the title of a Braumeister. In 1891 he met the businessman and hotelier Benedict Nuding, who had founded the Germania Brewery in Allentown in 1878.

Neuweiler became Nuding’s business partner. Together, they managed the brewery with success – until 1900 they already reached an annual output of 20,000 barrels . When Nuding retired in the same year, Neuweiler took over his shares and moved his sons into the company’s business during the following years. In 1925 the name Louis F. Neuweiler’s Sons, valid until the brewery was closed, was chosen for the brewery.

The brewery continued to be successful. In 1913 Neuweiler had a new, larger brewery complex built. The new brewery employed forty employees and reached an annual output of 50,000 barrels. A subterranean lake under the property was opened and a separate power plant was built – the brewery was thus independent of the electricity and water supply through the city.

During the period of prohibition, the Neuweiler brewery produced alcohol-reduced light beer and lemonade. At the height of its success, the Neuweiler brewery produced about 400,000 barrels a year and had 15 beer brands in its assortment. On May 31, 1968, she was closed.

Neuweiler died in 1929, his sons took over the management of the company. He is buried at the Fairview Cemetery in Allentown.

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And this history of the brewery is from the English Wikipedia page:

Neuweiler Brewery was founded by Louis Neuwiler, who bought out longtime local brewer Benedict Nuding in 1900. Nuding’s operation was limited by its location, and in 1911 Neuweiler and his son, Charles, eager to expand, hired Philadelphia architects Peukert and Wunder to build a new complex some distance away, at Front and Gordon streets.

The brewery, featuring its own generators for electric power, opened in 1913. By 1932, the brewery buildings and the warehouse building were joined as one structure, and the former machine warehouse became an independent electric plant with an ammonia tank and ice machine. A pump warehouse had been added onto the northwest corner of the former stock warehouse, and a two-story bottling plant with a basement was located to the north of the other buildings. Neuweiler produced several brands of beer: Light Lager, Cream Ale, Stock Ale, Premium Ale, Bock (seasonal), Half & Half, Porter, Stout and Hochberg. Most were available in the 12 oz. “Steinies” or Export bottles, quarts, cans or kegs. When in full operation, Neuweiler’s was one of Allentown’s largest employers.

By 1950, the bottling plant was extended to the corner of North Front Street and Liberty Street, the stock warehouse was extended toward North Front Street, and a tile ash hopper was located behind the boiler house.

Brewery operations ceased in 1968 due to competition from national breweries. However, the Neuweiler recipes and brand names were purchased by the Ortlieb Brewery of Philadelphia, who also purchased the Fuhrmann and Schmidt (Shamokin) breweries in 1966. After the brewery’s closure, the F&S Brewery produced several of the Neuweiler beers (Porter, Light Lager and Cream Ale) from around 1970 until closing in 1975. After F&S closed, the Ortlieb brewery continued Neuweiler Cream Ale at the Philadelphia plant until the late 1970s.

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“This photo from 1915 shows the laboratory at the Neuweiler Brewery that created the various brews made and sold by the company.”

These pages are from “American Breweries of the Past,” by David G. Moyer:

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And this lively history is from a local Allentown television station:

Arthur Flegenheimer, aka “Dutch Schultz,” is not remembered as one of your major league 1930s gangster headline-grabbers like Al Capone or Jack “Legs” Diamond. But such a view badly underestimates the man and his ruthlessness. And when he strode into the offices of Louis F. Neuweiler and Sons Brewery on Front Street in Allentown in 1932 he must have seemed formidable enough.

Cutting to the chase, the dapper dressing “Dutch” had some words for brewery owner Charles Neuweiler, son of the brewery’s founder and then the company’s president. He wanted to buy out the Neuweiler family operation which, since the start of Prohibition in 1920, had been reduced to turning out ice cream, “near beer” and carbonated soda water. He was offering $500,000 in cold cash.

Schultz may have thought he had made Neuweiler an offer he couldn’t refuse. It’s not known if the Dutchman’s “boys” were hanging around with itchy trigger fingers on their “gats” during the conversation.

But according to Charles’s son, Theodore Neuweiler, who recounted this tale to the press in the 1950s, his father was not biting. “We have always made honest beer,” he recalled his father saying before ordering Schultz off his property. And apparently the gangster went quietly.
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Shortly thereafter FDR would be elected, Prohibition banished, and happy days here again. And “Dutch” would die in 1935 on a hospital operating room table in Newark, New Jersey, following a hit by rival gangsters.

Today Neuweiler’s, which closed in 1968 and was left in a state that could only be called abandonment, is once more in the local news. Plans about its possible future as apartments, lofts or shops as part of the Neighborhood Improvement Zone- aka “the NIZ”- have caused much speculation. Could Neuweiler’s — at least the building if not the brewery — come back to life?

All of this activity would have undoubtedly impressed old Louis F. Neuweiler, the brewery’s founder, although he might be disappointed that nobody is talking about making beer there. As a native of Wurttemberg, Germany he knew what beer was to all good Germans of his time and place- a thick hardy brew that was both food and drink and had been as long as there had been Germans.

For a time, Neuweiler worked in a Philadelphia brewery and rose within the ranks of the company. In 1891 he came to Allentown and teamed up with longtime local brewer Benedict Nuding. A Civil War veteran and several years Louis Neuweiler’s senior, Nuding’s brewery was located at 7th St. near Union.

Beer making had been going on in the Lehigh Valley probably since the first German settlers arrived. Commercial operations in Allentown are usually traced to the Eagle Brewery that opened at Lehigh and Union Streets in the 1850s. By the start of the 20th century there would be a number of breweries dotting the Lehigh Valley in Allentown, Bethlehem and Easton.

By 1900 Nuding was ready to retire and Neuweiler brought him out. But even then Neuweiler had bigger ambitions. He had just admitted his son Charles into the business and began to look around for a space that was much larger than the site on 7th Street and also closer to a railroad line that would make shipment easier.

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What the new brewery also needed was a supply of pure water.

Neuweiler found all that he was hoping for- even a lake of pure water 900 feet underground- on a 4.5 acre site at the corner of Front and Gordon Streets. To build the brewery he hired Peukert & Wunder, Philadelphia architects with a national reputation for brewery design.

Work began on Neuweiler’s in 1911. It was completed two years later and opened for production on April 28, 1913. The Lehigh Valley had seen many brewery openings before but Neuweiler’s was something special. With its red brick tower that could be seen for many miles it dominated the horizon along the banks of the Lehigh River. In an extra architectural flourish a huge N, similar to those on a Paris bridge that honored Napoleon, framed and mounted in a colossal cartouche, was placed on the side of the building. The era didn’t nickname brewers “beer barons” for nothing.

Despite its size Neuweiler’s was a family business. Charles had been required to learn the business from the ground up, including driving a wagon load of beer barrels when called on to do so. Even the female members of the family played a role by keeping the brewery’s books.

Neuweiler’s was not a democracy. Patriarch Louis F., while a generous father to his family, expected obedience from them, even as adults. Although there is nothing on the record this may explain why one of his sons, Louis P., left the family business and got into local banking.

One of the longtime family stories that was recorded dealt with a confrontation between Louis F. and a telephone operator. When she could not understand the number Neuweiler was asking for he became so enraged he suggested there was a warm place she should go and ripped the phone’s cord out of the wall. His sons, fearing local reaction and gossip, told their father he had to call her back and apologize. According to the surviving sources the exchange went something like this:

Neuweiler: “Is this the woman who I told to go to hell?”
Operator: (timidly) “Yes”
Neuweiler: “Well you don’t have to go now!”

Louis F. died in 1929 and with the end of Prohibition in 1933 Neuweiler’s flourished. But the rise of national brewers and the post World War II preference for lighter beers doomed Neuweiler’s and other local ethnic brewers. But, who knows. Thanks to the NIZ the big N may rise again.

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Beer Birthday: Michael Demers

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Today is the 51st birthday of Michael Demers, brewmaster of Discretion Brewing in Soquel, which is near Santa Cruz. Michael’s been brewing most of his adult life, and originally started at some Colorado brewpubs before working at the Anheuser-Busch brewery in Fort Collins. More recently, he moved closer to home to brew at Boulder Creek Brewing, and in 2012 made it back to his home town of Soquel to help open Discretion. He’s making some great beers at Discretion, and winning awards for his efforts. Join me in wishing Michael a very happy birthday.

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Michael goofing around in the brewery.

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All dressed up with someplace to go, Michel and his wife Eileen on their way to sing at a concert performance at Mission Carmel last December.

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Showing off his medal at last year’s GABF in Denver.

Historic Beer Birthday: Ernst F. Baruth

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Today is the birthday of Ernst F. Baruth (April 28, 1842-February 1906). While what would become Anchor Brewing began during the California Gold Rush when Gottlieb Brekle arrived from Germany and began brewing in San Francisco at what he called the Golden City Brewery, it didn’t become known as Anchor Brewing until 1896, when “Ernst F. Baruth and his son-in-law, Otto Schinkel, Jr., bought the old brewery on Pacific Avenue and named it Anchor. The brewery burned down in the fires that followed the 1906 earthquake, but was rebuilt at a different location in 1907.” Baruth had passed away the same year as the earthquake, shortly before it.

I did discover that he was a president of the Norddeutscher Verein (or North German Association) in 1886 as noted in this portrait from a book celebrating the organization’s 25th anniversary, or Silver Anniversary 1874-1899.

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According to Anchor Brewery’s website:

[In 1896] German brewer Ernst Frederick Baruth and his son-in-law, Otto Schinkel, Jr., bought the old brewery on Pacific (the first of six Anchor locations around the City over the years) and named it Anchor. No one knows why Baruth and Schinkel chose the name Anchor, except, perhaps, for its indirect but powerful allusion to the booming Port of San Francisco.

Surprisingly, there isn’t much biographical information about Baruth. He was born somewhere in Germany, and arrived in New York City on August 13, 1875, on a ship named the “SS Neckar” that departed from Bremen, Germany and then sailed to Southampton, England, before heading west to America.

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The Anchor Brewery in the early 1900s.

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Beer Birthday: Carl Kins

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Today is the 61st birthday of Carl Kins, who lives in Belgium, but judges all over the world. I’ve judged beer competitions with Carl in Japan, his native Belgium and the United States, too. Carl’s an active member of the ECBU, the European Consumers Beer Union, and Zythos. And most importantly, he has a great palate, and is a terrific person to spend time with talking about beer, or anything else. Join me in wishing Carl a very happy birthday.

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Carl with Bas and Hildegard Van Ostaden, from Urthel, at the Falling Rock during GABF in 2007.

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After judging in Tokyo, at an event at brewpub T.Y. Harbor Brewery, Carl is in the back, 2nd in from the right.

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Carl at the Lost Abbey during CBC in San Diego in 2012.

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Carl in Tokyo, having a conversation with me and Luc De Raedemaeker.

Beer In Ads #2259: Our Costly Brewing


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?

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Beer Birthday: John Maier

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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.

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At the Sasquatch Beer Festival. John Maier, sandwiched by Jamie Floyd and Nikos Ridge, both from Ninkasi Brewing.

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Rogue owner Jack Joyce, Portland Mayor Potter and John pose for photos at the opening of the Oregon Brewers Festival in 2007.

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John at the Brew Am gold tourney three years ago. Photo courtesy of Bob Brewer, from his Picasa gallery.

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A portrait of John at Rogue by Gregg Hinlicky.

Beer In Ads #2258: What Purity Means


Wednesday’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 finally explains what they mean by “purity,” a word they’ve been using seemingly non-stop. Whew.

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Ballantine’s Literary Ads: Anita Loos

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Between 1951 and 1953, P. Ballantine and Sons Brewing Company, or simply Ballentine Beer, created a series of ads with at least thirteen different writers. They asked each one “How would you put a glass of Ballantine Ale into words?” Each author wrote a page that included reference to their beer, and in most cases not subtly. One of them was Anita Loos, who was an American author, best known for her popular book “Gentlemen Prefer Blondes,” was she adapted into a successful film, along with several other well-known screenplays.

Today is the birthday of Anita Loos (April 26, 1889–August 18, 1981), who was “was an American screenwriter, playwright and author, best known for her blockbuster comic novel, Gentlemen Prefer Blondes. She wrote film scripts from 1912, and became arguably the first-ever staff scriptwriter, when D.W. Griffith put her on the payroll at Triangle Film Corporation. She went on to write many of the Douglas Fairbanks films, as well as the stage adaptation of Colette’s Gigi.”

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Her 1953 piece for Ballantine was done in the form of a short story about dropping a bottle of beer out her hotel window, somewhere with a cold climate:

It took an elevator man and a snowbank to show me how much I really appreciate Ballantine Ale.

One wintry evening I set a bottle of Ballantine on my hotel window ledge to chill. My only bottle — wouldn’t you know it? — toppled off into a snowbank on the rood next door. Immediately the thought occurred to me that the elevator man could climb out of a downstairs window and retrieve it.

But would he wade through the snow for a bottle of ale? My maid, Gladys, who evidently shares Lorelei Lee’s belief that diamonds are indeed a girl’s best friend, solved the problem by telling him I dropped a diamond bracelet, and he never learned the truth until he was standing in the snowbank with the bottle. At that, he seemed to think more of the ale than a bracelet!

I might add that I like Ballantine Ale because it refreshes me. And because it’s so light, it never takes the edge off my appetite. But most of all I like it because it has a flavor all its own that’s beyond anything else I have ever tasted.

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Historic Beer Birthday: John Toohey

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Today is the birthday of John Thomas Toohey (April 26, 1839-May 5, 1903). He and his brother James bought the Darling Brewery in Melbourne, Australia, and eventually it became known as Tooheys Brewery.

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This brief biography is from his Wikipedia page:

He was born in County Limerick to businessman Matthew Toohey and Honora Hall. His family migrated to Melbourne in 1841, where his father was involved in unsuccessful business dealings that eventually forced them to move to New South Wales in 1866. Toohey settled near Lismore, and around 1869 established a cordial factory. The following year he and his brother James began brewing at the Metropolitan Brewery; this would eventually lead to Tooheys Brewery, which the brothers ran. On 26 August 1871 Toohey married Sarah Doheny, with whom he had five children; he would later marry Annie Mary Murphy Egan, a widow, in New Zealand. In 1892 he was appointed to the New South Wales Legislative Council, where he was known as a supporter of Irish nationalism and as a prominent Catholic. In 1902 he embarked on a world tour, but he died in Chicago the following year.

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And here’s part of their early history from the brewery’s Wikipedia page:

Tooheys dates from 1869, when John Thomas Toohey (an Irish immigrant to Melbourne) obtained his brewing licence. Toohey and his brother James Matthew ran pubs in Melbourne (The Limerick Arms and The Great Britain) before moving to Sydney in the 1860s. They commenced brewing Tooheys Black Old Ale in a brewery in the area of present-day Darling Harbour. By 1875, demand for their beer had soared and they established The Standard Brewery in inner-city Surry Hills. In 1902, the company went public as Tooheys Limited, and commenced brewing lager (the present-day Tooheys New) in 1930. In 1955, the brewery moved west to Lidcombe. In 1967, Tooheys bought competitor Miller’s Brewers located in Taverner’s Hill, closing that brewery in 1975.

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This is a shared entry, with his brother John, of James Toohey from the Australian Dictionary of Biography, Volume 6, 1976:

John Thomas Toohey (1839-1903) and James Matthew Toohey (1850-1895), brewers, were the sons of Matthew Toohey (d.1892), businessman, and his wife Honora (d.1878), née Hall. John Thomas was born on 26 April 1839 at Limerick, Ireland, and was taken to Melbourne by his parents in 1841. His father bought town lots and settled many Irish families in Victoria. One of the founders of the St Patrick’s Society in Melbourne, he was a political ally of (Sir) John O’Shanassy and (Sir) Charles Gavan Duffy. In the 1860s he was forced to sell at a loss; in 1866 he went to New South Wales and lived in virtual retirement. James Matthew was born on 18 March 1850 in Melbourne: he is said to have been named after Fr Matthew, the Irish apostle of temperance.

After unsuccessful business ventures in Victoria, New Zealand and Queensland, John settled near Lismore: later James had a property near Coonamble. About 1869 with W. G. Henfrey John set up an auctioneering agency and cordial manufacturing business in Castlereagh Street, Sydney; the next year the brothers began brewing at the Metropolitan Brewery and in 1873 they bought the Darling Brewery in Harbour Street. In 1876 they moved to new premises on the site of the old Albion Brewery in Elizabeth Street and began the Standard Brewery, employing twenty-six hands. Before 1880 imported beer was preferred to the local product, but in the 1880s Toohey’s and Tooth’s beers quickly became popular.

Vice-president of the Licensed Victuallers’ Association, in 1886 James was appointed to the royal commission on the excessive use of intoxicating drink, but withdrew when he felt the balance between local and anti-local optionists was upset. In evidence to the commission he said that ‘the system of shouting’ was the cause of all the excessive drinking in the colony and that beer was less injurious to health than ‘the ardent spirits’. He approved of the tied-house system and maintained that the 830 public houses in the Sydney metropolitan licensing district were not an excessive number, though there were a few too many in certain areas of the city.

Campaigning in 1885 for the Legislative Assembly seat of South Sydney, James claimed that the government’s action in sending troops to the Sudan ‘had resulted in a huge advertisement for the colony’. Favouring an elected Upper House, payment of members and the eight-hour system, he said he opposed local option and the abstinence party, as no Act of parliament could make a man sober. He represented the seat in 1885-93. A firm protectionist by 1887, he saw most free traders as ‘the curled darlings of the [Potts] Point and the merchants of Sydney’. He was a good speaker, if a little impetuous at times. According to the Sydney Morning Herald’s political correspondent in 1887, he ‘rolls the letter “r” beautifully, he drops his voice down to sweet whisper, lifts it up to a palpitating splendour, and then rolls it over the solemn path of prophetic parlance’. Dissatisfied with Sir George Dibbs’s administration, he opposed him for Tamworth in July 1894, but polled poorly. Next year he visited Ireland, England and Europe. James died at Pisa, Italy, on 25 September 1895 and was buried in the Catholic section of Rookwood cemetery, Sydney. He was survived by his wife Catherine (Kate) Magdalene (d.1913), née Ferris, whom he had married at Parramatta on 5 June 1873; they had four sons and eight daughters. Probate of his estate was sworn at £133,623.

On James’s death, John and James’s eldest son, also named John Thomas, took over the brewery. John was a leading Catholic layman, benefactor to numerous Catholic charitable institutions and a financial supporter of the Irish nationalist movement. On Christmas Day 1888 Cardinal Patrick Moran invested him as a knight of the Order of St Gregory. A leader in the Home Rule movement, he was prominent in the erection of the monument over the grave of Michael Dwyer in Waverley cemetery in 1898. Well known in business circles, he was a director of several companies including the City Mutual Fire Insurance Co. Ltd. He lived first at Moira, Burwood, and later at Innisfail, Wahroonga, and assisted in the development of both suburbs. He stood for Monaro in the Legislative Assembly in 1880 but was defeated by Henry Septimus Badgery and (Sir) Robert Lucas Tooth. In April 1892 he was nominated to the Legislative Council, but he very rarely spoke. In September 1901 he gave evidence to an assembly select committee on tied houses. Next year the brewery became a public company, Toohey’s Ltd, with John as chairman; the vendors received 375,000 fully paid shares and £175,000 cash. The well-known advertising slogan and symbol ‘Here’s to ‘ee’ originated in 1894.

For health reasons John went on a world tour with his family in 1902. He died suddenly in Chicago on 5 May 1903 and was buried in the Catholic section of Rookwood cemetery, Sydney. On 26 August 1871 at St Mary’s Cathedral he had married Sarah Doheny who died in 1891 survived by two sons and three daughters. Toohey was survived by his second wife, a widow Annie Mary Murphy, née Egan, whom he had married in Auckland, New Zealand. His estate was sworn for probate at £275,215.

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And this is a commercial that Tooheys produced that tells some of the history of the brewery.

Beer In Ads #2257: Beer Keeps One Well


Tuesday’s ad is for Schlitz, from 1904. 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, filled with quotable adspeak, it starts out magnificently. “It is a noticeable fact that those who brew beer, and who drink what they want of it, are usually healthy men.” And I guess they’re saying you won’t be skinny if you drink beer, but they say it in a positive way, stating that you won’t find among beer drinkers and “wasted, fatless men.” And that’s because “beer is healthful. The malt and the hops are nerve foods,” whatever that means.

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