Beer In Ads #2326: Morale, You’ll Never Understand


Monday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, they try to explain how much a woman’s hair permanent means to her. But it’s just one more small thing that “lift the courage … warm the heart … boost morale.” Just like the “right to enjoy a refreshing glass of beer.”

USBIF-no-use-men

Beer Birthday: Christian Ettinger

hub-new
Today is the 44th birthday of Christian Ettinger, founder of Hopworks Urban Brewery, or HUB, in Portland, Oregon. I first met Christian when was the head brewer at Laurelwood, also in Portland. A few years later, having won several medals and awards, he struck out on his own in 2007, and it’s been ten years now. They started canning their beer in 2012, and also hard cider, and they make some wonderful beers. Join me in wishing Christian a very happy birthday.

P1000223
Former HUB brewer Ben Love with Christian on the brew system at HUB when it was still under construction in July of 2007.

P1090454
At the HUB brunch after OBF in 2008: Assistant brewery Jeremy, Christian and brewer Ben Love.

obf06-17
Saturday at OBF in 2006, relaxing behind the Celebrator/Oregon Brewers Guild booth, Christian takes his son on a flying trip.

P1090399
Filling pints from a keg in the basement brewery at HUB, 2008.

Beer Birthday: Tom Kehoe

yards
Today is the 53rd birthday of Tom Keohe, founder of Yards Brewing, in Philadelphia, Pennsylvania. Tom’s been a fixture of the Philly beer scene as long as I can remember, at at least since 1996. He’s one of those people that you feel like you’ve known for years, even when you first meet him. And he’s a terrifically talented brewer, too. Join me in wishing Tom a very happy birthday.

Toasting the Class of '96: Greg Koch, Mark Edelson, Bill Covaleski, Tom Kehoe, Gene Muller & Sam Calagione
Toasting the Class of ’96: Greg Koch, Mark Edelson, Bill Covaleski, Tom Kehoe, Gene Muller & Sam Calagione.

phillybeerwk08-65
With Philadelphia Mayor Nutter and Tom Kehoe handing out glasses of the ceremonial beer to the assembled crowd at the opening ceremonies of the first Philly Beer Week in 2008.

phillybeerwk08-25
Tom explaining the beers he created for the colonial themed City Tavern.

Kehoe-clowning
Tom clowning around with the Hammer of Glory during Philly Beer Week a couple of years ago.