Tuesday’s ad is from Pabst, from 1914. Many brewers made other related products besides beer, notably malt extract, to be used primarily in cooking as an ingredient in breads and desserts and even as a tonic. According to Briess, which still offers it today. “What is Malt Extract? Malt can be further processed to produce liquid or dried sweeteners called Malt Extracts.” They were essentially “the original starch- or grain-based sweetener.” Many brewers survived prohibition making malt extract, both for legal uses and for homebrewing, but Pabst was making and advertising decades before. In this ad, an old biplane makes the point that you need nerve to do many things in life. But when your nerves start to fray, Pabst Malt Extract “Brnhs the Roses to Your Cheeks.”
Archives for August 29, 2017
Next Session: Ich Hätte Gerne Ein Bier, Bitte
For our 127th Session, our host will be Alistair Reece, who writes Fuggled. For his topic, he’s chosen a timely topic: Oktoberfest Beers. This year, Oktoberfest in Munich begins on September 16 and takes place until October 3. So it’s the season for Oktoberfest beers, so it makes perfect sense to write about them this month.
Here’s the full description of this Session’s topic:
Tis the season!! Right about now breweries and beer shops are groaning under the weight of their autumnal offerings, and so for this month’s Session, the 127th of it’s ilk, we turn to one of those autumnal offerings, Oktoberfest lagers.
“Oktoberfest, in September?!” I hear you exclaim, but as I am sure you know, Oktoberfest begins every year in the middle of September, this year on the 16th, and finishes in the eponymous month. So what better way to start the month it all begins in Bavaria than to hunt down a load of beers labelled as ‘Oktoberfest’ or ‘Festbier’, or in some cases both, and have a little mix and match tasting session?
Feel free to dress up for your tasting, dirndls, lederhosen, that Australian backpacker outfit you keep in the back of your wardrobe for special occasions. Hire yourself an oompah band, play the birdy song, and generally get into the spirit of celebrating for the 117th time the marriage of Prince Ludwig and Princess Therese. Whip out the grill and buy all the bratwurst you can find, proper bratwurst that is, from Germany. Shout “O’zapft is!” at the top of your lungs…you get the idea.
Crack open your bottles of Märzen and Oktoberfest beers, or “O’zapft is” and write about what you found. To participate in the September Session, on or before Friday, September 1, 2017 — yes that’s this Friday, in just three days — write a post and leave a comment to the original announcement.”