Beer In Ads #218: Why Is This Fabacher Smiling?

Monday’s ad is for a failed brand from the Jackson Brewery in New Orleans, Louisiana — better known as Jax Brewery. In what I believe began in the late 1960s, Jax launched a brand called Fabacher and had ads with a fake “Andrew Fabacher” who supposedly looked like Andrew Jackson, which is who the brewery had been named for. The brewery was founded in 1890 by Alsatian German immigrant Lawrence Fabacher. It stayed in business during Prohibition by making root beer, other soft drinks and near beer. “By the late 1930s it was sold in all of Louisiana, and parts of Texas, Arkansas, Oklahoma, Tennessee, Mississippi and Alabama.” In 1964, they renovated the brewery and became the “10th largest single-plant brewery in the country, brewing nearly 450,000 barrels of beer annually, [also] making it the largest independent brewery in the South” at that time. The beer ultimately failed and the brewery closed in the mid-1970s. The brewery location is today a shopping mall.



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