Beer In Ads #971: What Does It Mean, Anyway?

Friday’s ad is for Schlitz, from the 1960s. It’s part of a series of minimalist ads, this one presumably showing the phonetic pronunciation of the word gŭśtō, their adspeak term for describing Schlitz beer, and then asking “What does it mean, anyway?” Good question. Hard to imagine this was a particularly effective ad.



  1. Gary Gillman says

    I always thought it was an Italian word, but apparently not. In some 19th century English beer literature, the rather similar term “gust” is used, so perhaps it is an old English word of some kind. (Yet Schlitz surely had German-American roots…?).

    The current Schlitz is said to have been restored to its 1960’s recipe, I’ll have to try it sometime.


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