Beer In Ads #2046: A Sure Hit


Tuesday’s ad is for Miller High Life, from 1942. In this ad, from the back of a baseball game program, a player swings, and it doesn’t matter if he makes contact. Either way, he gets beer since it’s a sure hit. I figured with just a few more games before the end of the season, that I’d got out this month with baseball ads.

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Beer In Ads #1981: Between Innings


Saturday’s ad is entitled Between Innings, and the illustration was done in 1955 by Pruett Carter. It’s #112 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 well-dressed couple — I know I like to put on a suit and tie when I watch baseball on television — takes time out in between innings to pour themselves some more beer. I hope they do that between every inning.

112. Between Innings by Pruett Carter, 1955

Red Sox’ Kevin Youkilis To Open Brewery In Los Gatos

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This apparently leaked out last month, but I hadn’t heard about it until a friend mentioned they’d heard a rumor about it, so I started checking it out. Apparently it’s true, and former Boston Red Sox first/third baseman Kevin Youkilis is planning to open a brewpub in the Bay Area. He lives in Monte Sereno and his brother, Scott Youkilis, is a local chef who owns the San Francisco restaurant Hog & Rocks. The two are teaming up and have purchased the Los Gatos Brewery, which has now closed, with the intention of re-opening this summer as the Foglight Alehouse.

According to the Silicon Valley Business Journal:

The 150-seat brewpub will be called Foglight Alehouse — a name chosen for its connotations of the California coast and the fog that rolls over the nearby Santa Cruz mountains. An exact opening date hasn’t been set, but Youkilis is targeting this summer.

The space will be much larger than any of Youkilis’ previous endeavors, and the first time he has taken on brewing. But the owners are tapping into the collaborative brewing community, working with craft beer comrades at Russian River Brewing Co. and Almanac Brewing Co. and the noted brewer and industry consultant Rich Higgins on the venture.

Scott Youkilis describes the food to be served as “simple California comfort food with a twist.” They’re currently looking for a brewer, and posted a listing on ProBrewer in late January. It looks like they may be looking to create some hoppy beers, as one of the requirements listed for the job is “Enjoys Hops.”

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Beer In Ads #1714: Look Who Switched To Natural Light


Tuesday’s ad is for Natural Light, from 1980. Today is the birthday of baseball legend Mickey Mantle. In the mid-1970s, Mantle did some commercials, along with fellow Yankees teammate Whitey Ford, for Miller Lite. So when he did this ad for rival Natural Light, they played up his being a switch hitter “who switched to Natural Light.”

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10-Cent Beer Night In Cleveland

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On June 4, 1974, the Cleveland Indians hosted the Texas Rangers with a promotion entitled “10¢ Beer Night” in an effort to boost sagging attendance to Municipal Stadium. 25,134 fans showed up, about twice the number expected. They were allowed to purchase six 10¢ beers (12 oz. cups of 3.2 beer or 4% ABV) at a time, but there was no limit on how many trips to the concession stand one could make. To give that some context, regular beer prices at the time were 65¢, so a dime beer was about 6-and-half times cheaper, a pretty good bargain. Accounts vary on the brand of beer. Some say Stroh’s while other say it was Genesee. By the time the game ended in chaos, around 60,000 beers had been consumed.

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To add fuel to the fire, a little over a week before in Texas, the Rangers had a similar promotion in which there was “a bench-clearing brawl” when the two teams had played “at Arlington Stadium in Texas [which] left some Indians fans harboring a grudge against the Rangers.”

The Indians had been losing most of the game, but managed to tie it up in the 9th inning, at which point I’ll let Wikipedia take over the story.

After the Indians had managed to tie the game, a 19-year-old fan named Terry Yerkic ran onto the field and attempted to steal Texas outfielder Jeff Burroughs’ cap. Confronting the fan, Burroughs tripped. Thinking that Burroughs had been attacked, Texas manager Billy Martin charged onto the field with his players right behind, some wielding bats. A large number of intoxicated fans – some armed with knives, chains, and portions of stadium seats that they had torn apart – surged onto the field, and others hurled bottles from the stands. Hundreds of fans surrounded the outnumbered Rangers.

Realizing that the Rangers’ lives might be in danger, Cleveland manager Ken Aspromonte ordered his players to grab bats and help the Rangers, attacking the team’s own fans in the process. Rioters began throwing steel folding chairs, and Cleveland relief pitcher Tom Hilgendorf was hit in the head by one of them. Hargrove, after subduing one rioter in a fistfight, had to fight another on his way back to the Texas dugout. The two teams retreated off the field through the dugouts in groups, with players protecting each other.

The bases were pulled up and stolen and many rioters threw a vast array of objects including cups, rocks, bottles, batteries from radios, hot dogs, popcorn containers, and folding chairs. As a result, umpire crew chief Nestor Chylak, realizing that order would not be restored in a timely fashion, forfeited the game to Texas. He too was a victim of the rioters, as one struck and cut his head with part of a stadium seat[11] and his hand was cut by a thrown rock. He later called the fans “uncontrollable beasts” and stated that he’d never seen anything like what had happened, “except in a zoo”.

As Joe Tait and Herb Score called the riot live on radio, Score mentioned the security guards’ inability to handle the crowd. He said, “Aw, this is absolute tragedy.” The Cleveland Police Department finally arrived to restore order.

Later, Cleveland general manager Phil Seghi blamed the umpires for losing control of the game. The Sporting News wrote that “Seghi’s perspective might have been different had he been in Chylak’s shoes, in the midst of knife-wielding, bottle-throwing, chair-tossing, fist-swinging drunks.”

The game ended with the Indian forfeiting because order could not be restored so the game could be completed.

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The scene as thinks began to turn ugly in the bottom of the 9th.

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Things went from bad to worse after that. Here’s a run down of the statistics from sportswriter Dan Coughlin, who was there that night and got punched in the face:

  • 25,134 fans
  • 60,000 Genesee beers at 10 cents each
  • 50 cops
  • 19 streakers
  • 7 emergency room injuries
  • 9 arrests
  • 2 bare moons
  • 2 bouncing breasts
  • 1 sportswriter punched in the jaw

You can read all about Dan Coughlin recalls the Indians’ famous Ten-Cent Beer Night and see a gallery of photos at SB★Nation entitled Celebrating 10-Cent Beer Night in photos.

Mental Floss summed it up like this:

Among the more tame incidents was a woman who flashed the crowd from the on-deck circle, a father-son team mooning the players, and fans jumping on the field to meet the outfielders. Then, in the bottom of the ninth, the Indians tied the game, but never got a chance to win. Fans started throwing batteries, golf balls, cups, and rocks onto the field. The drunk-fest involved more streakers, base stealers (literally), and fans who stormed the field and attacked the opposing team. Cleveland players had to wield bats to come to the aid of the Rangers players. Texas was awarded a forfeit.

Not exactly baseball or beer’s finest hour.

And a special thanks to Jason Petros from MoreBeer and The Brewing Network for reminding me it was today.

Beer In Ads #1571: Man Size Pleasure Of Baseball


Saturday’s ad is yet another one for Falstaff, also from 1959. This is the second ad I’ve found equating manliness with beer, and in particular sports. While the last one was for golf, this ad touts baseball as its “Man Size Pleasure.” It’s got a “A taste to satisfy your biggest thirst … yet always light enough to leave room for more.”

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Beer In Ads #1340: Saturday Afternoon At Sportsman’s Park


Saturday’s ad is another one from the United Brewers Industrial Foundation, from 1945. This was the year before the “Beer Belongs” series began. These were similar, and used the “Beer Belongs” tagline, but were unnumbered stand-alones. They each featured a painting by a well-known artist or illustrator of the day, along with many of the elements that would later appear in the “Home Life in America” series. In this ad, the painting is called “Saturday Afternoon at Sportsman’s Park,” by artist Edward Laning. Seemed like the perfect ad after the Giant’s victory in game 1 today, plus it is Saturday, of course.

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And here’s a close up of Laning’s artwork.

SaturdayAfternoon at Sportsman's Park by Edward Laning, close-up of artwork

Beer Shower at the World Series

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This was too funny not to share. Today, October 2, in 1959, during the World Series between the Chicago White Sox and the Los Angeles Dodgers, White Sox left fielder Al Smith had something of an unpleasant time. In the fifth inning, an excited fan in the outfield leapt to his feet, and in the process accidentally knocked over the beer that had been resting on the top of the outfield wall.

The spilled beer and cup rained down on Smith, hitting him square on the head, and dousing him pretty thoroughly. At first he thought it was intentional, but the field umpire assured him it had been accidental. After the game, they learned that the fan was “Melvin Piehl, a motor oil company executive, who later stated that he was trying to catch the ball so it would not hit his boss’s wife.” The White Sox went on to lose this second game at Comiskey Park, and ultimately the Dodgers won the 1959 series, four games to two. Luckily, Ray Gora of the Chicago Tribune snapped a picture at precisely the right moment and captured a piece of history.

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Beer In Ads #1255: 7th Inning Schlitzstretch


Thursday’s ad is for Schlitz, from 1957. Given we’re in the middle of the all-star break, I figured a “7th Inning Schlitzerstretch” might be in order. It’s subtitled “How Cheering Raises A Schlitzthirst.” I confess I love the Schlitzerland ad campaign, especially the illustrations. “Be a Schlitzer.” Wouldn’t you like to be a Schlitzer, too?

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