Beer In Ads #2218: Defeat And Victory


Friday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1941. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, two elderly gentleman are wearing suits, complete with vests and pocket watches, holding glasses of beer. They’re watching a football game on television, and it appears one of their fortunes has just changed. One of them is sunk low in his char, while the other smiling with his fist raised in cheer. “Defeat and victory … both grow sweeter with a glass of kindly beer or ale.” Ah, a “kindly” glass of beer. What exactly makes a beer kindly?

1941-PRINT-AD-UNITED-BREWERS-INDUSTRIAL-FOUNDATION

Beer In Ads #2217: The Moderation Hour


Thursday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1940. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, two men sit at a table, having a beer. The headline is great. “Good beer and ale in wholesome , modern taverns, offer Americans pleasant, inexpensive relaxation.” Also worth noting, they described the range of available beers as “sweet or dry, dark or light … take your choice.”

USBF-1940-moderation

Beer In Ads #2216: There’s Serenity In Beer & Ale


Wednesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1941. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, two couples are having a picnic in the woods, with this great headline. “In a hurrying, scurrying world there’s serenity in beer and ale.” And I love how the pitch the need for “serenity” with this text. “YES! It’s a busy, dizzy world in which we live! And every man and woman in it needs now and then to get away from it all. Needs to sit down quietly and shut out the din and noise for a peaceful hour or so.” And naturally, they suggest drinking a beer during your time off. And I suppose every generation thinks their time is the busiest in human history, but I have to believe things were fairly slow in 1941 compared to now. And this ad was about four months before we entered World War 2. I have a hard time believing it was as hurrying and scurrying as they seemed to think.

USBF-Life-08-04-1941

Top 50 Craft Breweries For 2016

ba
The Brewers Association just announced the top 50 craft breweries in the U.S. based on sales, by volume, for 2016, which is listed below here. I should also mention that this represents “craft breweries” according to the BA’s membership definition, and not necessarily how most of us would define them, as there’s no universally agreed upon way to differentiate the two. For the ninth year, they’ve also released a list of the top 50 breweries, which includes all breweries. Here is this year’s craft brewery list:


Top 50 Craft Brewing Companies

Rank Brewing Company City State
1 D. G. Yuengling & Son, Inc Pottsville PA
2 Boston Beer Co Boston MA
3 Sierra Nevada Brewing Co Chico CA
4 New Belgium Brewing Co Fort Collins CO
5 Gambrinus San Antonio TX
6 Duvel Moortgat Paso Robles/Kansas City/Cooperstown CA/MO/NY
7 Bell’s Brewery, Inc Comstock MI
8 Deschutes Brewery Bend OR
9 Stone Brewing Co Escondido CA
10 Oskar Blues Brewing Holding Co Longmont CO
11 Brooklyn Brewery Brooklyn NY
12 Minhas Craft Brewery Monroe WI
13 Artisanal Brewing Ventures Downington/Lakewood PA/NY
14 Dogfish Head Craft Brewery Milton DE
15 SweetWater Brewing Co Atlanta GA
16 New Glarus Brewing Co New Glarus WI
17 Matt Brewing Co Utica NY
18 Harpoon Brewery Boston MA
19 Alaskan Brewing Juneau AK
20 Abita Brewing Co Abita Springs LA
21 Great Lakes Brewing Co Cleveland OH
22 Anchor Brewing Co San Francisco CA
23 Stevens Point Brewery Stevens Point WI
24 August Schell Brewing Co New Ulm MN
24 Long Trail Brewing Co Bridgewater Corners VT
26 Summit Brewing Co Saint Paul MN
27 Odell Brewing Co Fort Collins CO
28 Shipyard Brewing Co Portland ME
29 Full Sail Brewing Co Hood River OR
30 Rogue Ales Newport OR
31 21st Amendment Brewery Bay Area CA
32 Flying Dog Brewery Frederick MD
33 Ninkasi Brewing Co Eugene OR
34 Gordon Biersch Brewing Co San Jose CA
35 Allagash Brewing Co Portland ME
36 Narragansett Brewing Co Providence RI
37 Green Flash Brewing Co San Diego CA
38 Tröegs Brewing Co Hershey PA
39 Uinta Brewing Co Salt Lake City UT
40 Bear Republic Brewing Co Cloverdale CA
41 Karl Strauss Brewing Co San Diego CA
42 Surly Brewing Co Minneapolis MN
43 Sixpoint Brewery Brooklyn NY
44 Left Hand Brewing Co Longmont CO
45 Lost Coast Brewery Eureka CA
46 Revolution Brewing Chicago IL
47 North Coast Brewing Co Fort Bragg CA
48 Avery Brewing Co Boulder CO
49 Real Ale Brewing Co Blanco TX
50 BJ’s Brewery Huntington Beach CA

Here is this year’s press release. The last couple of years, the BA has helpfully annotated the list, saving me lots of time, since I’ve been annotating the list for the last nine years, but they’ve abandoned that practice for a second year. So for the ninth consecutive year, I’ll also posted an annotated list, showing the changes in each brewery’s rank from year to year, but it will take me some time to put together so I’ll have that again later tonight or tomorrow.

And similar to last year, the BA created a map showing the relative location of each of the breweries that made the list.

Top_50_Craft_Breweries_2016

Top 50 Breweries For 2016

ba
The Brewers Association has also just announced the top 50 breweries in the U.S. based on sales, by volume, for 2016, which this year they’re calling the “Top 50 Overall Brewing Companies.” This includes all breweries, regardless of size or any other definitions or parameters. Here is the new list:


Top 50 Overall Brewing Companies

Breweries in bold are considered to be “small and independent craft brewers” under the BA’s current definition. That there are so many footnotes (23 in total, or almost half of the list) explaining exceptions or reasons for the specific entry, seems illustrative of a growing problem with the definition of what is a craft brewery. I certainly understand the need for a trade group to have a clearly defined set of criteria for membership, but I think the current one is getting increasingly outdated again, and it’s only been a few years since the contentious debate that resulted in the current BA one. But it may be time to revisit that again.

six-glasses

Rank Brewing Company City State
1 Anheuser-Busch, Inc (a) Saint Louis MO
2 MillerCoors (b) Chicago IL
3 Pabst Brewing Co (c) Los Angeles CA
4 D. G. Yuengling & Son, Inc Pottsville PA
5 North American Breweries (d) Rochester NY
6 Boston Beer Co (e) Boston MA
7 Sierra Nevada Brewing Co Chico CA
8 New Belgium Brewing Co Fort Collins CO
9 Lagunitas Brewing Co (f) Petaluma CA
10 Craft Brew Alliance (g) Portland OR
11 Gambrinus (h) San Antonio TX
12 Duvel Moortgat (i) Paso Robles/Kansas City/Cooperstown CA/MO/NY
13 Ballast Point Brewing Co (j) San Diego CA
14 Bell’s Brewery, Inc (k) Comstock MI
15 Deschutes Brewery Bend OR
16 Founders Brewing Co (l) Grand Rapids MI
17 Stone Brewing Co Escondido CA
18 Oskar Blues Brewing
Holding Co
(m)
Longmont CO
19 Sapporo USA (n) La Crosse WI
20 Brooklyn Brewery Brooklyn NY
21 Minhas Craft Brewery (o) Monroe WI
22 Artisanal Brewing Ventures (p) Downington/Lakewood PA/NY
23 Dogfish Head Craft Brewery Milton DE
24 SweetWater Brewing Co Atlanta GA
25 New Glarus Brewing Co New Glarus WI
26 Matt Brewing Co (q) Utica NY
27 Harpoon Brewery Boston MA
28 Alaskan Brewing Co Juneau AK
29 Abita Brewing Co Abita Springs LA
30 Great Lakes Brewing Co Cleveland OH
31 Anchor Brewing Co San Francisco CA
32 Stevens Point Brewery (r) Stevens Point WI
33 August Schell Brewing Co (s) New Ulm MN
33 Long Trail Brewing Co (t) Bridgewater Corners VT
35 Summit Brewing Co Saint Paul MN
36 Odell Brewing Co Fort Collins CO
37 Shipyard Brewing Co (u) Portland ME
38 Full Sail Brewing Co Hood River OR
39 Rogue Ales Newport OR
40 21st Amendment Brewery Bay Area CA
41 Flying Dog Brewery Frederick MD
42 Ninkasi Brewing Co Eugene OR
43 Gordon Biersch Brewing Co San Jose CA
44 Allagash Brewing Co Portland ME
45 Narragansett Brewing Co Providence RI
46 Green Flash Brewing Co (v) San Diego CA
47 Tröegs Brewing Co Hershey PA
48 Uinta Brewing Co Salt Lake City UT
49 Bear Republic Brewing Co Cloverdale CA
50 Pittsburgh Brewing Co (w) Pittsburgh PA

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2016 Top 50 Overall U.S.
Brewing Companies Notes

Details from brand lists are illustrative and may not be exhaustive. Ownership stakes reflect
greater than 25% ownership:

(a) Anheuser-Busch, Inc includes 10 Barrel, Bass, Beck’s, Blue Point, Bud Light,
Budweiser, Breckenridge, Busch, Devils Backbone (partial year), Elysian, Four Peaks,
Golden Road, Goose Island, Karbach (partial year), King Cobra, Landshark, Michelob,
Natural Rolling Rock, Shock Top, Wild Series brands and Ziegenbock brands. Does not
include partially owned Coastal, Craft Brew Alliance, Fordham, Kona, Old Dominion,
Omission, Red Hook, and Widmer Brothers brands;
(b) MillerCoors includes A.C. Golden, Batch 19, Blue Moon, Colorado Native, Coors,
Hamms, Hop Valley (partial year), Icehouse, Keystone, Killian’s, Leinenkugel’s,
Mickey’s, Milwaukee’s Best, Miller, Olde English, Revolver (partial year), Saint Archer,
Steel Reserve, Tenth & Blake, and Terrapin (partial year) brands;
(c) Pabst Brewing Co includes Ballantine, Lone Star, Pabst, Pearl, Primo, Rainier, Schlitz
and Small Town brands;
(d) North American Breweries includes Dundee, Genesee, Labatt Lime, Mactarnahan’s,
Magic Hat, Portland and Pyramid brands as well as import volume;
(e) Boston Beer Co includes Alchemy & Science and Sam Adams brands. Does not include
Twisted Tea or Angry Orchard brands;
(f) Lagunitas Brewing Co ownership stake by Heineken;
(g) Craft Brew Alliance includes Kona, Omission, Red Hook and Widmer Brothers brands;
(h) Gambrinus includes BridgePort, Shiner and Trumer brands;
(i) Duvel Moortgat USA includes Boulevard, Firestone Walker, and Ommegang brands;
(j) Ballast Point Brewing Co owned by Constellation brands;
(k) Bell’s Brewery, Inc includes Bell’s and Upper Hand brands;
(l) Founders ownership stake by Mahou San Miguel;
(m) Oskar Blues Brewing Holding Co includes Cigar City, Perrin and Utah Brewers
Cooperative brands;
(n) Sapporo USA includes Sapporo and Sleeman brands as well as export volume;
(o) Minhas Craft Brewery includes Huber, Mountain Crest and Rhinelander brands as well as
export volume;
(p) Artisanal Brewing Ventures includes Victory and Southern Tier brands;
(q) Matt Brewing Co includes Flying Bison, Saranac and Utica Club brands;
(r) Stevens Point Brewery includes James Page and Point brands;
(s) August Schell Brewing Co includes Grain Belt and Schell’s brands;
(t) Long Trail Brewing Co includes Long Trail, Otter Creek, The Shed and Wolaver’s
brands;
(u) Shipyard Brewing Co includes Casco Bay, Sea Dog and Shipyard brands;
(v) Green Flash Brewing Co includes Alpine and Green Flash brands;
(w)Pittsburgh Brewing Co includes Iron City and Old German brands

BEER-generic

Here is this year’s press release.

Beer In Ads #2215: It Helps Support A Million Families


Tuesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1939. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, another one not exactly subtle, the literal hand of “The Beer Industry” is holding up a giant beer tray filled with the million jobs the industry supports.

USBF-1939-employment

Beer In Ads #2214: Winter’s Bite Is Tempered By The Mellowness Of Beer And Ale


Monday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1942. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, a trio of people sit around a roaring fire trying to stay warm as “the winter wind pokes icy fingers at the window panes.” While it’s still technically winter for another week, most of us have already switched from the heavier winter ales to lighter spring beers, at least here in California. Though I hear this ad might make more sense in the northeast, which is apparently bracing itself for a massive snowstorm. So maybe they’ll soon need “the simple pleasure of such an evening [with] a glass of beer or ale.”

USBF-1942-winters-bite

Beer In Ads #2213: Suppose An Old Lady Talks For A Change!


Sunday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1942. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, which features the photo of an elderly woman, with the headline “Suppose An Old Lady Talks For A Change!” It will strike a discordant note to our modern notions of gender equality, but of course it was a different time and most likely didn’t ruffle many feathers in 1942, especially smack dab in the middle of World War Two. Read the whole thing at your peril, you have been warned. After laying out what a wife can, and should, do to support her husband and make his life more enjoyable after a hard day at work, she suggests. “I think it’s like that when it comes to beer and husbands and other grown ups. A man should be able to relax in at home in the way that he likes best … with a glass of mild and friendly beer, if that’s what he wants and enjoys. Served that way, by a wife’s own hand, beer is truly a beverage of moderation, as Nature intended it should be.”

ubif-1942-good-wife

Beer In Ads #2212: Mrs. Caruso … Twin Boys … Seven Pounds … Where’s That Beer?


Saturday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1941. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, an old country doctor, just home from delivering twin boys, is removing his boots and yelling to, presumably, his wife, with the details of the birth. But then he also yells out “where’s that beer?” He sure looks like a kindly old doc, and it was a different time, but that still sounds so odd to hear.

USBIF-1941-mrs-caruso-twin-boys

Beer In Ads #2211: Which Road, America?


Friday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1939. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, Uncle Sam stands on a hill, looking out over America laid out before him, with at least three distinct paths to choose from, wondering to himself which one to choose. What three paths, you may be asking.

  1. The Dead-End Road to Excess
  2. The Harsh Road of Intolerance
  3. The Straight Road Ahead, Which is the Way of Moderation and Sobriety

Pretty subtle, eh? After all, beer “is the bulwark of moderation, according to the verdict of history, the weight of scientific evidence, and the everyday experience of millions.”

USBF-1939-which-road