Beer In Ads #782: Die Drei Von St. Pauli

Tuesday’s ad is for, I think, St. Pauli Girl. The ad’s text, “Die Drei Von St. Pauli,” translates roughly as “Three of the St. Pauli,” at least according to Google Translate. I’m not sure, but it appears to be three different beers from the Bavaria St. Pauli Brauerei. But at the bottom of each label, it also reads Brauerei Abzug, so who knows. I don’t much history of the St. Pauli brand before they introduced the eponymous girl in 1977, though it was 1982 when they started choosing a model each year to represent the brand. More importantly, who the hell are those three character standing in front of each bottle?


The Brewer’s 10 Commandments

Here’s an interesting list of the The Brewer’s 10 Commandments, or Die 10 Gebote des Bierbrauers, that I found on the website for the Museum of Beer & Brewing in Milwaukee, Wisconsin. It’s origin is apparently from “the Brewers 1887 Convention.”

The Brewer’s 10 Commandments

  1. Thou shalt love the god Gambrinus above all and not cloud his honor with bad beer.
  2. Thou shalt not honor any other beer gods and not stretch your beers with chemical additions.
  3. Thou shalt brew good beer during the week so the people can become healthy again on Sundays.
  4. Thou shalt obey mother Hops and father Barley, honor them as providers of your wealth.
  5. Thou shalt not kill, with beers of poor quality.
  6. Thou shalt watch your taverner more, than the pretty waitresses and women.
  7. Thou shalt not steal money from the people’s pockets, nor fill kegs and bottles with water.
  8. Thou shalt not mix unlawful materials into the beer, nor sell bad beer as good.
  9. Thou shalt not expect more from the people than thy beer hath worth because there is already enough poor quality on the market.
  10. Thou shalt not demand that your wife, children and workers drink your beer if it is spoiled, watered down or of poor taste.