Beer In Ads #2323: Carling’s Nine Pints Of The Law


Friday’s ad is for Carling, from sometime between the early 1900s and the 1950s, sources vary. The ad, or ads, use an illustration entitled “Nine Pints of the Law,” by English artist Lawson Wood. It’s an obvious play on the legal term “nine points of the law,” or more fully “possession is nine points in the Law,” which was apparently a common saying, forst appearing in 1616 by Thomas Draxe, in Adages 163.

One print from the 1940s has text on the back that claims it was “Based On An Original Photograph Taken At Carlings Brewery, London, Ontario – 1881,” although the artist would have been only three at the time. Of course, he could have painted this from the photograph when he was olders. Another sources claims it was created in the early 1900s, and Wood started working as a commercial illustrator at last by 1896, so the timeing works. Other sources give various decades, such as the 1930s, 1940s or 1950s, although it seems likely that Carling continued to use the painting in ads for many decades. Below are several different uses of the artwork in Carling advertising, though I’m uncertain of the exact date of any of them, apart from most likely the first half of the 20th century.

Here’s a simple poster framing the art, with just the brewery name, “Carling’s” below the picture.

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This green poster is for Carling’s Red Cap Ale.

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And so is this one, but with a white background.

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And this tray appears to be from a little later.

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Beer In Ads #2321: We Tip Our Red Cap To America’s Taverns …


Wednesday’s ad is for Carling’s Red Cap Ale, from 1959. In this ad, showing an icy outdoor scene with a red cap, along with a mug of beer and a bottle of Red Cap Ale. But it’s again the tagline that stands out: “We Tip Our Red Cap To America’s Taverns….” Although they actually have a red crown, or bottle cap, with Red Cap pronted on it. At least I understand what they’re getting at in this ad, panderng to American bars and asking people to order their beer when they visit one.

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Beer In Ads #2320: How To Win Friends And Affluent People


Tuesday’s ad is for Carling’s Red Cap Ale, from 1960. In this ad, showing an iron gate with a red cap, along with a mug of beer and a bottle of Red Cap Ale. But it’s again the tagline that stands out: “How to Win Friends and Affluent People.” I’m not even quite sure what they mean by that. It’s similar to Dale Carnegie’s “How to Win Friends and Influence People,” but changes the last part to “affluent.” The text offers no answers, so it’s not really clear what they were after.

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Beer In Ads #2319: It’s All A Matter Of Humulus Lupulus*


Monday’s ad is for Carling’s Red Cap Ale, from 1960. In this ad, showing a stained glass window with a red cap, along with a mug of beer and a bottle of Red Cap Ale. But it’s the tagline that stands out: “It’s All A Matter Of Humulus Lupulus*.” It’s certainly interesting to see a nearly 60-year-old ad singing the praises of hop flavor, saying their beer “is laced with more of those tangy, aromatic hops” and further describing it as a “bold, brawny, body-full brew with a taste you remember.”

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Beer In Ads #2318: Think


Sunday’s ad is for Carling’s Red Cap Ale, from 1952. In this ad, showing a hat rack hanging a single red cap and sign reading “Think,” the tagline finishes below. I guess it requires you to think a little bit to put the ad’s text together. “Think … and you’ll drink Red Cap.”

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Two years later, in 1954, they were still running essentially the same ad, slightly modified to fit a narrower space in a publication.

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Beer In Ads #2315: Be Light-Hearted, Fancy Do


Thursday’s ad is for Carling’s Red Cap Ale, from 1952. In this ad, part of another series featuring the tagline “Be Light-Hearted!,” another couple is toasting with two glasses of beer. They’re also both wearing gray, to camouflage themselves from their surroundings, him in a tuxedo and she’s wearing pearls. Must have been a fancy do.

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Beer In Ads #2314: Be Light-Hearted, Swimmers


Wednesday’s ad is for Carling’s Red Cap Ale, from 1952. In this ad, part of another series featuring the tagline “Be Light-Hearted!,” another couple is toasting with two glasses of beer. They’ve apparently just come out of the swimming pool and are drying off, but the first thing they did was grab a couple beers. You gotta respect that.

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