Beer In Ads #1384: The Ammunition Is Being Passed


Monday’s ad is for Budweiser, from 1943. A World War 2 ad, it’s a play on the poplar song “praise the lord and pass the ammunition,” written the year before. It’s also a very patriotic ad, and mostly soft sell, just celebrating the technology of the navy during the war, and then finishing with an offhand suggestion that Anheuser-Busch similarly uses cutting edge technology, too, to make their beer.

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Beer In Ads #1383: Don’t Drink The Wrong Beer


Sunday’s ad is also for Schlitz, from 1908. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, there’s no headline but it can be summed by saying “Don’t Drink the Wrong Beer,” and I love the path they take to get to that conclusion. Here’s the beginning of the equation. “Barley and hops — a food and a tonic. A trifle of alcohol — to aid digestion. That’s beer. If you get a pure beer — well aged — nothing is better for you.”

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Beer In Ads #1382: Beer Keeps One Well


Saturday’s ad is also for Schlitz, from 1904. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “Beer Keeps One Well,” and in the text they note that brewer tend to be healthier than the general population. That was certainly true in the time of Cholera, but they go on to make some hilarious claims. Among brewers, according to the ad, you’ll find no “dyspeptics, nervous wrecks” or even any “wasted, fatless men.”

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Beer In Ads #1381: The After-Effects


Friday’s ad is for Schlitz, from 1906. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “The After-Effects,” and in the text they talk about spending “more than half the cost of our brewing is spent to insure purity.” Anything, apparently, to avoid biliousness, the scourge of beer drinking.

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Beer In Ads #1380: We Spend More


Thursday’s ad is for Schlitz, from 1907. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “We Spend More,” and in the text they talk about the “extremes” they go to, like washing “every bottle four times by machinery.” After going through a list of these, the ad finishes with a question. “Don’t you want it.”

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Beer In Ads #1379: Reputation


Wednesday’s ad is for Schlitz, from 1905. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “Reputation,” and according to the headline, Schlitz “spend[s] fortunes every year — go to the utmost extremes — to maintain it.” Too bad they forgot about that when the bean counters took over in the Sixties.

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Beer in Ads #1378: Beer Is Healthful


Tuesday’s ad is for Schlitz, from 1902. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “Beer is Healthful,” but makes the distinction that “green beer” (defined here as “insufficiently aged, half-fermented”) is not, but that you have to keep your beer and packaging clean. Hard to argue with that.

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Beer In Ads #1376: Perfection In Smoothness


Sunday’s ad is yet another one for Schlitz, this one from 1943. An ice skater glides effortlessly across a frozen pond in the central illustration. Yeah, it’s that smooth. I like that in the ad copy they suggest that Schlitz has “that famous flavor found in no other beer.” Because different beers at that time tasted so differently. Wow, that seems like a tough sell.

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Beer In Ads #1375: The Beer Of Tomorrow Is Here Today


Saturday’s ad is another one for Schlitz, this one from 1945. The ads was just before the end of World War 2, and was speculating about all the wonderful things we’d be doing once the war was over, including “giant airliners.” But as for the beer of tomorrow, their position was that it was already there, and it was Schlitz.

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