Wednesday’s ad is for Knickerbocker Beer, from 1952. It’s hard to believe that even in 1952 you could advertise a beer with guy that looked like such a dandy. Not to mention the beer was “Extra light … frosty-dry … less ‘filling,’ too!” What exactly is “frosty-dry?”
I recently gave a talk about beer and brewing in the time of Johann Sebastian Bach, at the Mendocino Music Festival‘s Bachfest: Bach and Beer this weekend. Bach’s time was from 1685 to 1750. And while commercial breweries were a big part of the story, brewing at home was still very common, especially in larger households, as evidenced by an interesting historical source I happened upon while researching my talk. The Art of Cookery Made Plain and Easy, by Hannah Glasse, was first published in 1747, originally by subscription, but later the same year in a single edition and it had 20 separate re-printings and remained in print until 1843.
In Chapter 17, she sets out to tell her readers “Of Made Wines, Brewing, French Bread, Muffins, &c.” Here’s her instructions, or “rules,” for brewing beer.
R U L E S f o r B R E W I N G .
Care must be taken, in the first place, to have the malt clean; and after it is ground, it ought to stand four or five days.
For strong October [ale], five quarters of malt to three hogsheads, and twenty-four pounds of hops. This will afterwards make two hogsheads of good keeping small-beer, allowing five pounds of hops to it.
For middling beer, a quarter of malt makes a hogshead of ale, and one of small-beer. Or it will make three hogsheads of good small-beer, allowing eight pounds of hops. This will keep all the year. Or it will make twenty gallons of strong ale, and two hogsheads of small-beer that will keep all the year.
If you intend your ale to keep a great while, allow a pound of hops to every bushel; if to keep six months, five pounds to a hogshead; if for present drinking, three pounds to a hogshead, and the softest and clearest water you can get.
Observe the day before to have all your vessels very clean, and never use your tubs for any other use except to make wines.
Let your cask be very clean the day before with boiling water; and if your bung is big enough, scrub them well with a little birch-broom or brush ; but if they be very bad, take out the heads, and let them be scrubbed clean with a hand-brush, sand, and fullers-earth. Put on the head again, and scald them well, throw into the barrel a piece of unslacked lime, and stop the bung close.
The first copper of water, when it boils, pour into your mash-tub, and let it be cool enough to see your face in; then put in your malt, and let it be well mashed; have a copper of water boiling in the mean time, and when vour malt is well mashed, fill your mashing-tub, stir it well again, and cover it over with the sacks. Let it stand three hours, set a broad shallow tub under the cock, let it run very softly, and if it is thick throw it up again till it runs fine, then throw a handful of hops in the under tub, let the mash, run into it, and fill your rubs till all is run off. Have water boiling in the copper, and lay as much more on as you have occasion for, allowing one third for boiling and waste. Let that stand an hour, boiling more water to fill the mash-tub for small-beer; let the fire down a little, and put it into tubs enough to fill your mash. Let the second mash be run off, and fill your copper with the first wort; put in part of your hops, and make it boil quick. About an hour is long enough; when it has half boiled, throw in a handful of salt. Have a clean white wand and dip it into the copper, and if the wort feels clammy it is boiled enough; then slacken your fire, and take off your wort. Have ready a large tub, put two sticks across, and set your, straining basket over the tub on the sticks, and strain your wort through it. Put your other wort on to boil with the rest of the hops; let your mash be covered again with water, and thin your wort that is cooled in as many things as you can, for the thinner it lies, and the quicker it cools, the better. When quite cool, put it into the tunning-tub. Throw a handful of salt into every boil. When the mash has stood an hour draw it off, then fill your mash with cold water, take off the wort in the copper and order it as before. When cool, add to it the first in the tub; so soon as you empty one copper, fill the other, so boil your small-beer well. Let the last mash run off, and when both are boiled with fresh hops, order them as the two first boilings; when cool empty the mash tub, and put the smallbeer to work there. When cool enough work it, set a wooden bowl full of yeast in the beer, and it will work over with a little of the beer in the boil. Stir your tun up every twelve hours, let it stand two days, then tun it, taking off the yeast. Fill your vessels full, and save some to fill your barrels; let it stand till it has done working; then lay on your bung lightly for a fortnight, after that stop it as close as you can. Mind you have a vent-peg at the top of the vessel, in warm weather, open it; and if your drink hisses, as it often will, loosen till it has done, then stop it close again. If you can boil your ale in one boiling it is best, if your copper will allow of it; if not, boil it as conveniency serves.
When you come to draw your beer and find it is not fine, draw off a gallon, and set it on the fire, with two ounces of isinglass cut small and beat. Dissolve it in the beer over the fire: when it is all melted, let it-stand till it is cold, and pour it in at the bung, which must lay loose on till it has done fermenting, then stop it close for a month.
Take great care your casks are not musty, or have any ill taste; if they have, it is a hard thing to sweeten them.
You are to wash your casks with cold water before you scald them, and they should lie a day or two soaking, and clean them well, then scald them.
Monday’s ad is for Rheingold Beer, from 1952, and features Miss Rheingold from that year, Anne Hogan. In this ad, she’s got a rake over her shoulder while wearing fall colors. Though there’s a leaf stuck to the rake and full wire basket of leaves in the background to the left, she looks too neat and unwrinkled to have done a lick of work. Apart from “here, hold this rake,” of course.
Sunday’s ad is for Rheingold Beer, from 1963, and features Miss Rheingold from that year, Loretta Rissell. In this ad, she’s dancing aboard the S.S. Lurline wearing a strapless green dress. Her partner is either a Naval officer or someone dressed in all white wearing an apron, I can’t quite tell which it is.
Saturday’s ad is for Rheingold Beer, from 1962, and features Miss Rheingold from that year, Kathy Kersh. In this ad, she’s helping out at the fire station as the boys are cleaning the trucks. She appears to be ducking bursts of water from firemen’s hoses, but she’s wearing a raincoat, so she must have at least been expecting it. In the text it says that two words are “on the tip of everyone’s tongue.” Those two words? “Extra Dry.” Of course, I hear everyone saying that all that time, even today. Um, so then what’s with all the wet water?
Friday’s ad is for Rheingold Beer, from 1958, and features Miss Rheingold from that year, Madelyn Darrow. In this ad, she’s on a camping, fishing and canoeing trip, though she’s apparently not doing much of the heavy lifting, as a strapping young man is carrying the canoe for her. No wonder she’s smiling. But take a closer look at his expression. No smiles there.
Forbes recently released their annual list of the wealthiest people in the world. Thirteen people on the Full List Of The World’s 500 Richest People are involved in the alcohol industry, at least in part. Of those 13, ten are involved in beer companies.
The World’s Richest Booze Barons
- Bernard Arnault & family, LVMH (France)
Founded 2008; The French luxury brands conglomerate LVMH owns a bewildering array of high-ends brands such as Bulgari, Dior, Louis Vuitton, TAGHeuer, but their wine and spirits division includes such brands as Belvedere Vodka, Dom Perignon, Glenmorangie, Moët & Chandon, Hennessy, Veuve Clicquot, and several others
Forbes Richest List: #15; $33.5 billion
- Jorge Paulo Lemann, Anheuser-Busch InBev, and also co-founded the Brazilian investment banking firm Banco Garantia, which today is known as Banco de Investimentos Credit Suisse (Brazil)
Founded 2008; Along with Carlos Alberto Sicupira and Marcel Herrmann Telles, formed ABI, which was created out of a merger of Anheuser-Busch and InBev (which itself was a merger of InterBrew and AmBev from 2004, and each of those companies were the results of previous mergers, as well). Just a few of their numerous beer brands include, Beck’s, Budweiser, Corona, and Stella Artois
Forbes Richest List: #34; $19.7 billion
- Alejandro Santo Domingo Davila & family, SABMiller (Colombia)
Founded 1864; Alejandro Santo Domingo, a Colombian-American financier, owns a 15% stake in SABMiller, the world’s second-largest brewer responsible for brands such as Fosters, Grolsch, Miller, Peroni Nastro Azzurro and Pilsner Urquell
Forbes Richest List: #102; $11.1 billion
- Charlene de Carvalho-Heineken, Heineken International (The Netherlands)
Founded 1864; Charlene de Carvalho-Heineken is the daughter of Freddy Heineken, the Dutch industrialist, and Lucille Cummins, an American from a Kentucky family of Bourbon whiskey distillers, and is the controlling owner of the world’s third-largest brewer, Heineken International, which owns a worldwide portfolio of over 170 beer brands in addition to Heineken
Forbes Richest List: #116; $10.4 billion
- Marcel Herrmann Telles, Anheuser-Busch InBev, along with retailer Lojas Americanas and real estate investment firm São Carlos Empreendimentos e Participações SA (Brazil)
Founded 2008; Along with Carlos Alberto Sicupira and Jorge Paulo Lemann, formed ABI, which was created out of a merger of Anheuser-Busch and InBev (which itself was a merger of InterBrew and AmBev from 2004, and each of those companies were the results of previous mergers, as well). Just a few of their numerous beer brands include, Beck’s, Budweiser, Corona, and Stella Artois
Forbes Richest List: #119; $10.2 billion
- Charoen Sirivadhanabhakdi, Real Estate Tycoon and owner of ThaiBev, (Thailand)
Founded 1991; Sirivadhanabhakdi is a drinks entrepreneur who created Chang Beer, teaming up with Carlsberg in 1991 as part of a joint venture to tap into Thailand’s growing beer market, which at the time was dominated by the Boon Rawd Brewery, which brewed Singha beer. Three years later he launched his own beer Chang (Thai for ‘elephant’), which went on to take 60% of the local market share.
Forbes Richest List: #141; $9 billion
- Carlos Alberto Sicupira, Anheuser-Busch InBev (Brazil)
Founded 2008; Along with Marcel Herrmann Telles and Jorge Paulo Lemann, formed ABI, which was created out of a merger of Anheuser-Busch and InBev (which itself was a merger of InterBrew and AmBev from 2004, and each of those companies were the results of previous mergers, as well). Just a few of their numerous beer brands include, Beck’s, Budweiser, Corona, and Stella Artois
Forbes Richest List: #146; $8.9 billion
- Pierre Castel & family, Groupe Castel (France)
Founded 1949; The French drinks company which Pierre founded with his his eight siblings owns or co-owns 22 French vineyards, plus 1,600 acres of vineyards in Africa, primarily in Morocco, Tunisia and Ethiopia. In 1990, they bought the African Brasseries et Glacières Internationales and has since built 45 breweries in Africa, where they now have 25% of the market there, with their two biggest beer brands, Flag and Castel
Forbes Richest List: #166; $8 billion
- Maria Asuncion Aramburuzabala & family, Tresalia Capital / Grupo Modelo (Mexico)
Founded 1925; Grupo Modelo is the largest brewery in Mexico, with 63% of the Mexican beer market, and brews Corona, Modelo, Negra Modelo, Pacífico, Victoria, and others
Forbes Richest List: #270; $5.2 billion
- Walter Faria, Grupo Petropolis (Brazil)
Founded 1994; Beer and Soft drinks company whose beer brands include Itaipava, Crystal, Lokal, Black Princess, Petra and others
Forbes Richest List: #396; $3.8 billion
- Rosa Anna Magno Garavoglia & family, Gruppo Campari (Italy)
Founded 1860; Brands include Campari, Cinzano, SKYY vodka, Wild Turkey and two dozen more liquors
Forbes Richest List: Tie #446; $3.5 billion
- Lorenzo Mendoza & family, Empresas Polar (Venezuela)
Founded 1941; Conglomerate of 40 different companies with a vast portfolio of food and drinks, including Polar Beer
Forbes Richest List: Tie #446; $3.5 billion
- Jean Pierre Cayard, La Martiniquaise (France)
Founded 1936; La Martinique Rum, Porto Cruz and Poliakov Vodka
Forbes Richest List: #483; $3.3 billion
In addition, Forbes also created a list of America’s Richest Families, of which eight of the 179 listed are engaged in the alcohol trade, or at least made their fortunes in alcohol.
America’s Richest Booze Families
- Busch Family, Anheuser-Busch
Founded: 1876; Although they recently lost control of their beer empire, the 30 or so members of the Busch family are still worth a cool 13 billion, enough to even buy some more expensive beer with flavor.
Forbes Families List: #17; $13 billion
- Brown Family, Brown-Forman
Founded 1870; The 25 members of the Brown family of Kentucky control a wine and spirits giant that includes such brands as Early Times, Finlandia vodka, Jack Daniels, Korbel, Southern Comfort and many others.
Forbes Families List: #20; $13 billion
- Gallo Family, E&J Gallo Winery
Founded 1933; Brothers Ernest and Julio Gallo started their wine business in a shed in Modesto, California. Today there are around 14 family members still running the show, which is the largest U.S. wine company, accounting for one-quarter of all American wine. They also produce brandy, cider, gin, vodka, and wine coolers, along with numerous wine labels.
Forbes Families List: #25; $9.7 billion
- Reyes Family, Reyes Holdings, including beer distributors Reyes Beverage Group
Founded 1976; Christopher and M. Jude Reyes are co-chairs of the company. David “Duke” Reyes is the CEO of Reyes Beverage Group, the largest beer distributor in the U.S., while brothers James and Tom are executives at Reyes Beverage Group and brother William is a director of Reyes Holdings.
Forbes Families List: #29; $8 billion
- Wirtz Family, Wirtz Beverage Group
Founded 1926; Although they started out in real estate, they made their fortune selling alcohol beginning in 1945, and they’ve also owned the Chicago Blackhawks since 1954
Forbes Families List: #64; $4.2 billion
- Coors Family, Coors Brewing
Founded 1873; Adolph Coors founded the brewery in Golden, Colorado, and today the Coors family owns over 15% of MolsonCoors. Until 2002, Adolph’s great-grandson Peter Coors was CEO of Coors, but today is the chairman of MillerCoors.
Forbes Families List: Tie #81; $2.9 billion
- John Anderson Family, Topa Equities, Ltd, which includes L.A. Bud distributor Ace Beverage Co.
Founded 1956; The son of a barber who attended UCLA on a hockey scholarship, Anderson launched Ace Beverage in 1956 with exclusive rights to deliver Budweiser in Los Angeles. Topa Equities still has interests in beer distribution, plus real estate, insurance, and car dealerships.
Forbes Families List: Tie #94; $2.5 billion
- Jackson Family, Jackson Family Wines
Founded 1956; Jess Stonestreet Jackson and wife Barbara Banke, both lawyers, co-founded Jackson Family Wines in California in the 1980s, perhaps best know for their Kendall Jackson wines. After Jackson died of cancer at age 81 in 2011, Banke became chairman and proprietor. All five of Jackson’s children also hold interests in the company and are active in running it. Don Hartford, husband of daughter Jenny Jackson-Hartford, is CEO. The family owns 35 vineyards, including nearly 30,000 acres in California, that sell more than 6 million cases of wine a year. The flagship winery is Kendall Jackson in Sonoma County.
Forbes Families List: Tie #100; $2.3 billion
And finally, on the list of the Forbes 400, the Richest People in America, a couple of family members from the previous family list also made it onto this list with their personal wealth.
America’s Richest Booze Barons
- 134. J. Christopher Reyes, Reyes Holdings; $3.7 billion; World Rank: 450
- 134. Jude Reyes, Reyes Holdings; $3.7 billion; World Rank: 450
- 371. Richard Yuengling, Jr., Yuengling Brewery; $1.4 billion; World Rank: 1156
The cut-off this year for the Forbes 400 was around $1.3 billion. If you’re worth less than that, you don’t quite make the list, but Forbes also created a small list of people they think are the Ones to Watch.
- 401. Jim Koch, Boston Beer Co.; $1 billion; World Rank: Unknown
Koch was the richest person on the “Ones to Watch” list, so with a little luck he’ll join Dick Yuengling in the Billionaire Beer Boys Club next year.
Here’s an interesting chart showing the alcoholic beverage that has the highest consumption in each country of the world, based on data from 2011, as far as I can tell. The data is based on liters of pure alcohol.
Key findings from the report:
- More than 45% of total recorded alcohol is consumed in the form of spirits, predominantly in the South-East Asia and Western Pacific.
- Approximately 36% of total recorded alcohol is consumed in the form of beer. Beer consumption is highest in the Region of the Americas.
- Commonly, high overall consumption levels are found in countries such as the Russian Federation, which display both high beer and high spirits consumption.
- Consumption of wine as a percentage of total recorded alcohol is globally quite low (8.6%), with significant levels of alcohol consumed in the form of wine in the European Region (26.4%).
- Beverages other than beer, spirits and wine (e.g. fortified wines, rice wine or other fermented beverages made of sorghum, millet, maize) have the highest share in total recorded consumption in the African Region (48.2%), and in the Eastern Mediterranean Region (31.3%).
Most consumed alcoholic beverages in terms of liters of pure alcohol, which do not necessarily reflect that the overall level of consumption of this alcoholic beverage is high.For example in India, spirits are the most consumed alcoholic beverages, but this does not mean that the consumption level of spirits is high, but that the proportion of total alcohol consumed in the form of spirits is high.
Beer: includes malt beers.
Wine: includes wine made from grapes.
Spirits: include all distilled beverages.
Other Alcohol: includes one or several other alcoholic beverages, such as fermented beverages made from sorghum, maize, millet, rice, or cider, fruit wine, fortified wine, etc.
Tuesday’s ad is for Rheingold Beer, from 1958, and features Miss Rheingold from that year, Madelyn Darrow. In this ad, she’s on the bow of a fireboat, at sea, possibly in New York Harbor, as behind her you can make out a shower of water undoubtedly from other fireboats. It suggests that they’re putting on some kind of water show, although I’m not sure why her own boat’s water gun is silent, though at least one writer thinks it was a clever way to sneak sex into the ad with such a phallic image, although in Sex in Advertising: 10 Strangely Sexual Booze Ads from the 1940 – 50s he surprisingly fails to mention what the spray imagery might represent. Any ideas?