Beer In Ads #1902: Week-End At The Lake


Thursday’s ad is entitled Week-End At The Lake, and the illustration was done in 1949 by Douglass Crockwell. It’s #33 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, three couples are frolicking at a lake house probably owned by one of them (or possibly a rental, I suppose). Three look like they’re dressed for the water, while the others do not. It looks like a picnic spread is being laid out, and happily somebody has a pot of beer.

033. Week-End at the Lake by Douglass Crockwell, 1949

Beer In Ads #1901: Showing Off The Flower Garden


Wednesday’s ad is entitled Showing Off The Flower Garden, and the illustration was done in 1949 by Douglass Crockwell. It’s #32 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, one couple is showing off their flower garden to another. One of them looks like he must be John Holl’s dad. The men hold their beers and point. The women left their beers on the table behind them and actually touch the flowers. Also, notice how in the inset below the painting, the vase resembles a hand holding a beer glass, doesn’t it?

032. Showing Off the Flower Garden by Douglass Crockwell, 1949

Beer In Ads #1900: Friends Over For Tennis


Tuesday’s ad is entitled Friends Over For Tennis, and the illustration was done in 1949 by Douglass Crockwell. It’s #31 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, a group of apparently well-to-do people invited some “friends over for tennis.” I can’t imagine that even in 1949 that many people had their own tennis courts, so I ‘m not sure who this ad was directed at or why they though people might be able to relate to this situation. I suspect it may have been aspirational, since everyone thinks they’ll be wealthy enough to one day, though it’s probably only the 1% now who might, much less in the 1940s when wealth wasn’t nearly as consolidated.

031. Friends Over for Tennis by Douglass Crockwell, 1949

Beer In Ads #1899: Planning The Vacation Trip


Monday’s ad is entitled Getting Ready For Summer, and the illustration was done in 1949 by Douglass Crockwell. It’s #30 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, one couple helps another plan their vacation trip using … gasp, maps. Remember maps? Oh, and brochures. I’m sure it will be a great trip. Or perhaps they’re going together? Do people do that? I suppose after a few beers they might.

030. Planning the Vacation Trip by Douglass Crockwell, 1949

Beer In Ads #1898: Getting Ready For Summer


Sunday’s ad is entitled Getting Ready For Summer, and the illustration was done in 1949 by Douglass Crockwell. It’s #29 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, a family is in the backyard early in spring. The women are in the yard doing actual work, pruning and planting, while the menfolk sit on the porch making sure their toys, put away over the winter, are ready to go for the first fishing trip of the new year. Seems like a fair distribution of labor, right?

029. Getting Ready For Summer by Douglass Crockwell, 1949

Beer In Ads #1897: Meeting Her Parents


Saturday’s ad is entitled Meeting Her Parents, and the illustration was done in 1949 by Douglass Crockwell. It’s #28 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, a young man is apparently meeting his girlfriend’s parents for the first time. He’s thoughtfully helping her move a table so her mother can set down a tray of beers on it. Once they’re married that will stop, of course, as dear old Dad just sits there while everyone else serves him. There’s only three beer bottles on that tray. I wonder who’s getting stiffed? Also, look closely at the magazine in Dad’s lap. It’s open to a page showing the same ad we’re looking at. How meta.

028. Meeting Her Parents by Douglass Crockwell, 1949

Beer In Ads #1896: Television Party


Friday’s ad is entitled Television Party, and the illustration was done in 1949 by Douglass Crockwell. It’s #27 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, a group of people watch a basketball game on one of those newfangled tee-vees. The ad ran in March of 1949, early in the NBA’s fourth season. The champions that season were the Minneapolis Lakers, who beat the Syracuse Nationals in the finals. Unless, of course, they’re watching March Madness. That year, the NCAA champion was Kentucky, who beat Oklahoma A&M 46-36 on March 26, 1949.

027. Television Party by Douglass Crockwell, 1949

Beer In Ads #1895: An Evening Of Bowling


Thursday’s ad is entitled An Evening of Bowling, and the illustration was done in 1949 by Douglass Crockwell. It’s #26 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, at least three couples, maybe more, are enjoying some beers during an evening of bowling. Surprisingly, beer and bowling do go together well, and it was a hugely popular game in the late forties. But even so, they seem to be throwing back quite a few.

026. An Evening of Bowling by Douglass Crockwell, 1949

Beer In Ads #1894: Gathered Around The Piano


Wednesday’s ad is entitled Gathered Around the Piano, and the illustration was done in 1949 by Douglass Crockwell. It’s #25 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, a trio of couples is having a sing-a-long around a piano, the karaoke of its day. They’re all drinking beer, which makes sense. I know I need a few before I’m willing to sing in front of other people.

025. Gathered Around the Piano by Douglass Crockwell, 1949

Beer In Ads #1893: Getting Ready For Christmas


Tuesday’s ad is entitled Getting Ready For Christmas, and the illustration was done in 1948 by Douglass Crockwell. It’s #24 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, the womenfolk are preparing to wrap all of the Christmas presents while the men sit, smiling and drinking beer. Hopefully they’re at least cheering them on so they;re not completely useless.

024. Getting Ready for Christmas by Douglass Crockwell, 1948