Saturday’s ad is for Rheingold Beer, this one from 1949, and features Miss Rheingold from that year, Pat McElroy. In this ad, she’s sitting in a hay wagon, playing an accordion. Today is the first day of the 24th annual Cotati Accordion Festival, the two-day music festival in the town where I live.
Friday’s ad is still another one from the United States Brewers Foundation, again from 1956. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. The ad copy on this is priceless, too. “Beer has its own wonderful way of saying … ‘Let’s just sit awhile.’” This time the advice in the inset box is about pouring your beer straight down the center, not tilted, because “it tastes even better that way!”
Thursday’s ad is yet another one from the United States Brewers Foundation, this time from 1956. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. I love the ad copy on this one in particular. “Beer has a very special way of saying … ‘Have a good time.’” And check out the great advice in the inset box in the bottom right corner, telling people to keep the beer out of the sun. Somebody missed a great business opportunity to sell beer umbrellas to keep your beer in the shade while at the beach.
Tuesday’s ad is from the United States Brewers Foundation, from 1953. In a factoid-filled newspaper ad, the trade group sings the praises of the industry and their contribution to the economy. $2 million a day seems like a lot, though today it’s closer to $90 million a day, though it’s possibly more depending on which taxes are included in those statistics.
Sunday’s ad is for Budweiser, from the 1950s. This is a postcard showing the St. Louis brewery complex from above, but is not a photo. It’s an illustration, and these were a common way to advertise a brewery then, used not just as postcards, but as posters, calendars and other large formats that could be framed. I think they’re incredibly beautiful and wish someone would put together a coffee table book of these brewery works of art.
Friday’s ad is for Hamm’s, from 1950. Showing bottles of “Hamm’s Preferred Stock Beer,” with a single can hiding behind them, on a silver tray, this is another case of physics run amok. The can looks like it hasn’t been opened yet, and the two open bottles are each about three-quarters full, yet the two glasses on the tray are filled to the brim. So either they’re tiny glasses (although they look proportionally the right size) or where did all the beer come from? This is a typical oddity in ads from this time period.
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 page twenty — the last page — with the tenth song, “Be a Schlitzer … Be Refreshed,” an original tune. Who’s thirsty now, after all that singing?
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 eighteen and nineteen, with the ninth song, “Schlitzingtime,” sung to the tune of “Jingle Bells.” The headline is “How to Schlitzcelebrate holidays, or Schlitzertainment for special occasions.” While it’s clear that this is about Christmas, notice they never mention it, being sensitive to people of all faiths decades before the “War in Christmas” was declared by the wingnuts. And I certainly love a tradition that involves hops and kissing and mistletoe.