Beer In Ads #1924: St. Louis — “Barbecue On The Terrace”


Friday’s ad is entitled Picnic at the New Homesite, and the illustration was done in 1951 by Douglass Crockwell. It’s #54 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, an obviously well-to-do family has some choice real estate along the Mississippi River in St. Louis, with a tricked out stone barbecue terrace overlooking a bend in the river. Dad’s making burgers and Mom’s bringing more beer down from the house. Ah, the good old days.

055. St. Louis — "Barbecue on the Terrace" by Douglass Crockwell, 1951

Beer In Ads #1923: Picnic At The New Homesite


Thursday’s ad is entitled Picnic at the New Homesite, and the illustration was done in 1951 by John Gannam. It’s #54 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, two couples are having a picnic in an unlikely spot. At a construction site, where presumably one of their homes is being built, they’re having beer and food while other people are working. It’s the weirdest spectator sport ever.

054. Picnic at the New Homesite by John Gannam, 1951

Beer In Ads #1922: Dad Tries Out The Ukelele


Wednesday’s ad is entitled Dad Tries Out The Ukelele, and the illustration was done in 1951 by Douglass Crockwell. It’s #53 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, Dad is playing a ukelele while the family looks on. No wonder they’re all drinking beer.

053. Dad Tries Out the Ukelele by Douglass Crockwell, 1951

Beer In Ads #1921: Men’s Night In The Kitchen


Tuesday’s ad is entitled Men’s Night In The Kitchen, and the illustration was done in 1951 by Douglass Crockwell. It’s #52 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 women — for once — are spectators, while the menfolk temporarily take over the kitchen to cook dinner. How subversive.

052. Men's Night In the Kitchen by Douglass Crockwell, 1951

Beer In Ads #1920: Winter Evening At Home


Monday’s ad is entitled Winter Evening at Home, and the illustration was done in 1951 by Douglass Crockwell. It’s #51 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 dressed up (I’d be in more comfortable clothes for an evening of staying in) and are making popcorn on the fire and drinking beer rather than going outside on a presumably cold winter night. I guess that’s one way to kill an evening. But I love the tagline in the inset below the art: “Beer and ale — mealtime favorites.”

051. Winter Evening at Home by Douglass Crockwell, 1951

Beer In Ads #1919: Holiday Visitors


Sunday’s ad is entitled Holiday Visitors, and the illustration was done in 1950 by Douglass Crockwell. It’s #50 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, friends and family are arriving, bearing gifts, for a Christmas party. It’s cold outside, but a fire going inside and a tray of beer waiting for them. Sounds like a party to me.

050. Holiday Visitors by Douglass Crockwell, 1950

Beer In Ads #1918: Thanksgiving Dinner


Saturday’s ad is entitled Thanksgiving Dinner, and the illustration was done in 1950 by Douglass Crockwell. It’s #49 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 picture perfect Thanksgiving turkey is on the dinner table, but the it’s not complete. People wait in the wings to be seated until the most important job is done. The matriarch of the family is putting beer glasses down at each place setting, the final touch, before the holiday meal can begin. Just like at my house. If that text, and the art, looks familiar, you’ve got a good memory as this exact same Thanksgiving Dinner piece was used in 1947 as #10 in the series.

049. Thanksgiving Dinner by Douglass Crockwell, 1950

Beer In Ads #1917: Home From Hunting


Friday’s ad is entitled Home from Hunting, and the illustration was done in 1950 by Douglass Crockwell. It’s #48 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, some men are returning home from a hunting expedition with a pair of pheasants as their prize, and it’s smiles all around. And that looks a little odd for some reason, seeing everyone grinning about the dead birds. Something esle in this ad worth noting is how small the beer glasses are. Look at them in relationship to the beer bottles on the table and in the man on the left’s hand. They look six or eight ounce juice glasses, which seems strange.

048. Home From Hunting by Douglass Crockwell, 1950

Beer In Ads #1916: Amateur Magician


Thursday’s ad is entitled Amateur Magician, and the illustration was done in 1950 by John Gannam. It’s #47 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 man is performing magic for his presumably long-suffering wife and their friends. I can only assume it’s his house, because that’s the only way his friends would sit still for a magic show. That, and lots of beer, of course.

047. Amateur Magician by John Gannam, 1950

Beer In Ads #1915: New Member Of The Family


Wednesday’s ad is entitled New Member Of The Family, and the illustration was done in 1950 by Douglass Crockwell. It’s #46 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, Grandma serves beer to the family as Grandpa shows off the new foal. This will undoubtedly be my daughter’s favorite new ad, since she wants a horse in the worst way. The girl in this ad is far more reserved, keeping a safe distance. My daughter would be right there with the horse.

046. New Member of the Family by Douglass Crockwell, 1950