Beer In Ads #1268: Give A Schlitzwarming For Friends


Thursday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages six and seven, with the third song, “This is the Life,” sung to the tune of “Here We Go Gathering Nuts in May.” The headline is “Give a Schlitzwarming for friends, or Schlitzing makes a house a home” and by this point in the brochure they’re really laying on the Schlitzerisms thick and heavy. Excuse me, Schlitzthick and Schlitzheavy.

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Beer Birthday: Jonathan Surratt

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Today is the 40th birthday of Jonathan Surratt. Jonathan launched the Beer Mapping Project and also runs the website for DRAFT magazine. He also created National Growler Day, though its exact date from year to year is still fluid, and he’s a twitter diva, too. Join me in wishing Jonathan a very happy birthday.

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Horse Brass publican Don Younger bookended by Jonathan’s wife Robin and Jonathan, displaying his excellent taste in attire.

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Jonathan with Sean Paxton and Jonathan’s wife Robin at GABF a few years ago.

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Jonathan, Ray McCoy, Robin, and Ray’s wife, Cornelia Corey.

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A self-portrait with Matt, from Oakshire Brewing, Jonathan, and me at the Goose Island cask event during CBC in 2010.

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Michael Roper, owner of the Hopleaf, Jonathan, and Wendy Littlefield, from Vanberg & DeWulff, when we had dinner there a few years agp.

Beer In Ads #1267: How To Have A Schlitztogether


Wednesday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages four and five, with the second song, “How to have a Schlitztogether, or There’s no time like Schlitzo’clock.”

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Beer Birthday: Dr. Bill

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Today is also the 52nd birthday of William Sysak, better known to the beer community as Dr. Bill. Dr. Bill’s massive tastings are the stuff of legends, and he’s now transported them — albeit on a smaller scale — to working at Stone Brewing’s World Bistro & Gardens. He has impeccable taste, be it in beer, wine, whisky, cigars, what have you, and is one of the most fun people to taste with. Join me in wishing Bill a very happy birthday.

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Dr. Bill and me sharing a plate of frites before the final judging at the Hard Liver Barleywine Festival in 2008.

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Dr. Bill with Matt Bonney, from Brouwer’s/Bottleworks in Seattle at Slow Food Nation 2008 at Fort Mason.

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Dr. Bill at Falling Rock, hosting one of his legendary tastings, during GABF in 2006.

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Dr. Bill’s player’s card when he joined Stone Brewing.

Beer Birthday: Tom Peters

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My good friend Tom Peters, one of the owners of Monk’s Cafe and Belgian Beer Emporium in Philadelphia, Pennsylvania, turns 60 today. His enthusiasm for and promotion of Belgian beer has few equals. And he throws perhaps the best late night parties of anyone I’ve ever known. Join me in wishing Tom a very happy birthday.

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Tom Peters with Dave Keene, owners of the best two Belgian beer bars on both coasts.

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Shaun O’Sullivan from 21st Amendment, Fergie Carey, co-owner of Monk’s, Lucy Saunders, the beer cook, and Tom Peters.

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Tom Peters, with Rob Tod from Allagash in Portland, Maine, at GABF.

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Me and Tom after the Great Lambic Summit at the University of Pennsylvania Museum of Archeology & Anthropology during last year’s Philly Beer Week.

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In Belgium, with a perfectly poured Orval, with Daniel Neuner, William Reed and Justin Low.

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Also in Belgium, with a Fanta and Frites sandwich.

Beer In Ads #1266: Schlitzsong


Tuesday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages two and three, with the first song, “Schlitzsong.” It’s also the Preface, explaining that Schlitz is “sociability’s adult refreshment, paced to today’s leisure — part of modern America’s new pattern of living.

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Beer Birthday: Garrett Oliver

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Today is Garrett Oliver’s 52nd birthday. Garrett is the head brewer at Brooklyn Brewery and has done more for the craft beer industry to promote pairing food and beer than just about any other person alive. If you haven’t picked up a copy of his book, The Brewmaster’s Table, you should definitely do so. He was also tapped to be the editor of the Oxford Companion to Beer, which came out three years ago (and which I also contributed to). He’s the best-dressed brewer in the world and a great person. Join me in wishing Garrett a very happy birthday.

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Garrett and Bruce Joseph, from Anchor Brewery, at the Brewer’s Dinner before GABF a few years ago.

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Tom Dalldorf, published of the Celebrator, Garrett and me share a beer at d.b.a.

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Giving a cooking demonstration with beer chef Bruce Paton at GABF in 2005.

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A happy Garrett with Randy Mosher at the World Beer Cup dinner at last year’s CBC in Chicago.


Dancing with Jessica, formerly of the Brewers Association, late one night after GABF in 2004 at Falling Rock.

Beer In Ads #1265: Schlitzerland, U.S.A.


Monday’s ad is for Schlitz, from 1958. Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is the cover, and we’ll be exploring their advice over the next week or so. I so love the illustrations.

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Craft Beer Continues To Grow

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Craft brewers enjoyed continued growth through the first half of 2014, according to new mid-year data recently released by the Brewers Association, the trade group representing smaller brewers. Craft beer production increased 18 percent by volume during the first half of the year (though the new numbers are based on the revised definition of who is a craft brewer as per the BA, while last year’s numbers were compiled under the old definition). From the press release:

From January through the end of June, around 10.6 million barrels of beer were sold, up from 9.0 million barrels over the first half of 2013. “The sustained double-digit growth of the craft category shows the solidity of demand for fuller flavored beer in a variety of styles from small and independent American producers,” said Bart Watson, chief economist for the BA. “Craft brewers are providing world-class, innovative products that continue to excite beer lovers and energize the industry.”

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As of June 30, 2014, 3,040 breweries were operating in the U.S., 99 percent of which were small and independent craft breweries. Additionally, there were 1,929 breweries in planning. Craft brewers currently employ an estimated 110,273 full-time and part-time workers, many of which are manufacturing jobs, contributing significantly to the U.S. economy.

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