Wednesday’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, a Navy sailor is writing a letter home to his sister and telling how much he’s missing their mother’s bean suppers. And beer, of course. “Cool, sparkling, friendly beer is a sigh of satisfaction … a forehead wrinkle erased … a firm-set mouth relaxing into a friendly smile.”
Today is the 49th birthday of Pete Brown, author of Shakespeare’s Pub and Hops and Glory. Pete was also the winner of the UK Beer Writer of the Year in 2010. I had a chance to meet and spend some time with Pete before and at GBBF in 2009. He’s a kindred spirit, especially when it comes to neo-prohibitionist shenanigans, and writes one of the most engaging beer blogs out there. Join me in wishing Pete a very happy birthday.