Monday’s ad is for Schlitz, from 1906. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, it’s about “the secret yeast,” which was “always developed from the same mother cells.”
Sunday’s ad is yet another one for Schlitz, this one from 1943. An ice skater glides effortlessly across a frozen pond in the central illustration. Yeah, it’s that smooth. I like that in the ad copy they suggest that Schlitz has “that famous flavor found in no other beer.” Because different beers at that time tasted so differently. Wow, that seems like a tough sell.
Saturday’s ad is another one for Schlitz, this one from 1945. The ads was just before the end of World War 2, and was speculating about all the wonderful things we’d be doing once the war was over, including “giant airliners.” But as for the beer of tomorrow, their position was that it was already there, and it was Schlitz.
Friday’s ad is for Schlitz, from 1949. The ad is 100 years from something, though it’s unclear what. In addition to the gold rush in California, I guess there was a lot of “pioneering” still going on 100 years before this ad ran, but Schlitz itself didn’t start brewing for another 25 years, in 1874. Still, this Oregon Trail-like painting is pretty cool, even if it has little to do with the beer.
Thursday’s ad is for Guinness, from 1955. The ad features Scottish writer Robert Louis Stevenson, who was born today in 1850. R.L.S. — as he’s referred to in the tagline — was the author of “Treasure Island,” the “Strange Case of Dr Jekyll and Mr Hyde,” and many others. According to the ad, which ran in the Illustrated London News, Stevenson was aboard a cruise ship in the South Pacific in 1893, when he wrote a letter to a person named Colvin, a portion of which was also part of the ad copy:
Fanny ate a whole fowl for breakfast, to say nothing of a tower of hot cakes. Belle and I floored another hen betwixt the pair of us, and I shall no sooner be done with the present amanuensing racket than I shall put myself outside a pint of Guinness. If you think this looks like dying of consumption in Apia, I can only say I differ from you.
Wednesday’s ad is for Schlitz, from 1962. A sailor at a bar telling tall tales. What are the odds? In this story, “it was rugged, mates,” our intrepid man of the sea begins. “33 days in a lifeboat and worst of all no Schlitz!” No Tiger, either, but can that really be the worst thing? Sounds like this must not be the first retelling.
Monday’s ad is for Alloa Aluminum, from 1934. The thirty-nine “Colssi” in the headline refer to three-story tall aluminum fermenters being installed at the Hoffman Beverage Co. of Newark, New Jersey, which brewed from 1934 until it was bought by Pabst in 1946, who kept it going until 1985. But when this ad ran, it was a brand new brewery going into production the year after prohibition ended. And apparently, they were expecting to be pretty successful from the get go, because 39 fermenters is quite a lot to start out.
Sunday’s ad is yet another one for Ballantine Ale, this one from 1946. This is from a series of billboard ads from around the same time I stumbled upon, though I’m sure the originals in color are more spectacular. In this ad for Ballantine, they’re advertising with a man at the beach, buried in the sand. Wearing quite the floppy hat, and a goofy grin. An unseen person is holding a bottle of beer in front of him, apparently saying; “Did Somebody Say Ballantine.” I think they’ll have to hold the bottle to his lips and tip his head back, too.
Saturday’s ad is yet another one for Ballantine Ale, this one from 1946. This is from a series of billboard ads from around the same time I stumbled upon, though I’m sure the originals in color are more spectacular. In this ad for Ballantine, they’re advertising with a man fishing, reeling in a big one. Apparently, over his shoulder he heard something. “Did Somebody Say Ballantine.” Happily, there’s a delivery on the horizon.
Friday’s ad is another one for Ballantine Ale, again from 1950. This is from a series of billboard ads from around the same time I stumbled upon, though I’m sure the originals in color are more spectacular. In this ad for Ballantine, they’re advertising with what appears to be a typo. Punctuation matters. What’s on the billboard is “You’re next Ballantine,” as in “you are next Ballantine,” but next for what? It seems like it would make more sense as “Your next Ballantine,” especially since the woman in the ad is holding a beer out, as if to hand it to you, or at least the next person to stop. She seems to be showing you your next beer rather than warning the brewery that they’re next.