Friday’s ad is for the Bavarian Brewery, a.k.a. E. Anheuser & Co., from 1860. This, of course, was the brewery that would later be called Anheuser-Busch, but sixteen years before they’d start making Budweiser. Even then, it was a fairly large enterprise, with “bottling for export a specialty.”
Wednesday’s ad is another one for Anheuser-Busch’s “Malt-Nutrine,” also from 1908. Malt-Nutrine was promoted not as a non-alcoholic beer, but as a “pure malt tonic” and sold by druggists and grocers. “The Health of the Farmer” that the ad is touting comes from Malt-Nutrine containing “the combined juices of germinated barley and selected Saazer Hops.” Is that all? Hell, no. “Every bottle is charged with the strength and glory of the golden grain. Its aroma is the fragrance of the clinging hop vine and its living vigor is the cream of ripened barley. It infuses life into the blood — sustains all the vital powers and to the feeble, aged and run down it is a veritable restorer of recreative and soothing potency.”
Tuesday’s ad is for Anheuser-Busch’s “Malt-Nutrine,” from 1908. Malt-Nutrine was promoted not as a non-alcoholic beer, but as a “pure malt tonic” and sold by druggists and grocers. “The Bloom of Health” that the ad refers to apparently only “blossoms” if you have enough “life-giving blood.” Luckily, Malt-Nutrine is “a blood and strength maker.” Here’s the best bit: “Every drop of it is alive with the health-bringing juices of barley and the vigorous tonic powers of imported Saazer Hops.” You’ll feel good enough to play golf or plow a field.
Monday’s ad is another one for Budweiser, this one from 1910. The headline is “The Wise Trainer of Athletes,” but that’s just the start. It continues. “The Wise Trainer of Athletes Knows that the moderate use of a mild stimulant is beneficial to his charges. The vast majority of such men recommend Budweiser Because it is nourishing and refreshing and quickly relieves the tired feeling that may result from physical activity.” My son Porter just joined his middle school’s track team, but I think I’ll hold off on adding beer to his workout regime, at least for now.
Sunday’s ad is for Budweiser, from 1913. Showing an idyllic suburban porch setting, with a tray of beer bottles, and this question. “Where’s more real enjoyment? The shady home-porch, a comfortable chair, a good cigar or pipe, a congenial friend, and a cool, refreshing bottle of Budweiser.” Apparently, in 1913, the St’ Louis brewery was producing 3 million bottles each week. But I wonder how many people in 1913, well before the post-war suburban boom that occurred after 1945, even had a porch like this one?
Saturday’s ad is for Rheingold, from 1960. Another Rheingold ad from this time period featuring a celebrity, this time it’s Dorothy Dandridge, an American actor and singer, and the first African-American to be nominated for an Academy Award, in this case for her performance in the 1954 film “Carmen Jones.”
Friday’s ad is for Budweiser, from 1905. At least it’s not just yachting. The full tagline is “The Pleasure of Yachting, Golfing, Fishing, Camping Is Incomplete Without Budweiser.” But since this particular ad’s illustration is aboard a yacht, I have to wonder if there are companion ads on a golf course or campsite. Either way, the ad is certainly going for the outdoorsy demographic circa early 20th century.
Wednesday’s ad is for Budweiser, from 1910. After fighting a muskie fish you’re “mad and sweaty” you’ll want a beer. But I love their description of Budweiser. “It’s alive with the strength of the finest barley grown in the New World and the tonic properties of the finest hops grown in the Old World.” The “tonic properties” of hops?