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?
I recently gave a talk about beer and brewing in the time of Johann Sebastian Bach, at the Mendocino Music Festival‘s Bachfest: Bach and Beer this weekend. Bach’s time was from 1685 to 1750. And while commercial breweries were a big part of the story, brewing at home was still very common, especially in larger households, as evidenced by an interesting historical source I happened upon while researching my talk. The Art of Cookery Made Plain and Easy, by Hannah Glasse, was first published in 1747, originally by subscription, but later the same year in a single edition and it had 20 separate re-printings and remained in print until 1843.
In Chapter 17, she sets out to tell her readers “Of Made Wines, Brewing, French Bread, Muffins, &c.” Here’s her instructions, or “rules,” for brewing beer.
R U L E S f o r B R E W I N G .
Care must be taken, in the first place, to have the malt clean; and after it is ground, it ought to stand four or five days.
For strong October [ale], five quarters of malt to three hogsheads, and twenty-four pounds of hops. This will afterwards make two hogsheads of good keeping small-beer, allowing five pounds of hops to it.
For middling beer, a quarter of malt makes a hogshead of ale, and one of small-beer. Or it will make three hogsheads of good small-beer, allowing eight pounds of hops. This will keep all the year. Or it will make twenty gallons of strong ale, and two hogsheads of small-beer that will keep all the year.
If you intend your ale to keep a great while, allow a pound of hops to every bushel; if to keep six months, five pounds to a hogshead; if for present drinking, three pounds to a hogshead, and the softest and clearest water you can get.
Observe the day before to have all your vessels very clean, and never use your tubs for any other use except to make wines.
Let your cask be very clean the day before with boiling water; and if your bung is big enough, scrub them well with a little birch-broom or brush ; but if they be very bad, take out the heads, and let them be scrubbed clean with a hand-brush, sand, and fullers-earth. Put on the head again, and scald them well, throw into the barrel a piece of unslacked lime, and stop the bung close.
The first copper of water, when it boils, pour into your mash-tub, and let it be cool enough to see your face in; then put in your malt, and let it be well mashed; have a copper of water boiling in the mean time, and when vour malt is well mashed, fill your mashing-tub, stir it well again, and cover it over with the sacks. Let it stand three hours, set a broad shallow tub under the cock, let it run very softly, and if it is thick throw it up again till it runs fine, then throw a handful of hops in the under tub, let the mash, run into it, and fill your rubs till all is run off. Have water boiling in the copper, and lay as much more on as you have occasion for, allowing one third for boiling and waste. Let that stand an hour, boiling more water to fill the mash-tub for small-beer; let the fire down a little, and put it into tubs enough to fill your mash. Let the second mash be run off, and fill your copper with the first wort; put in part of your hops, and make it boil quick. About an hour is long enough; when it has half boiled, throw in a handful of salt. Have a clean white wand and dip it into the copper, and if the wort feels clammy it is boiled enough; then slacken your fire, and take off your wort. Have ready a large tub, put two sticks across, and set your, straining basket over the tub on the sticks, and strain your wort through it. Put your other wort on to boil with the rest of the hops; let your mash be covered again with water, and thin your wort that is cooled in as many things as you can, for the thinner it lies, and the quicker it cools, the better. When quite cool, put it into the tunning-tub. Throw a handful of salt into every boil. When the mash has stood an hour draw it off, then fill your mash with cold water, take off the wort in the copper and order it as before. When cool, add to it the first in the tub; so soon as you empty one copper, fill the other, so boil your small-beer well. Let the last mash run off, and when both are boiled with fresh hops, order them as the two first boilings; when cool empty the mash tub, and put the smallbeer to work there. When cool enough work it, set a wooden bowl full of yeast in the beer, and it will work over with a little of the beer in the boil. Stir your tun up every twelve hours, let it stand two days, then tun it, taking off the yeast. Fill your vessels full, and save some to fill your barrels; let it stand till it has done working; then lay on your bung lightly for a fortnight, after that stop it as close as you can. Mind you have a vent-peg at the top of the vessel, in warm weather, open it; and if your drink hisses, as it often will, loosen till it has done, then stop it close again. If you can boil your ale in one boiling it is best, if your copper will allow of it; if not, boil it as conveniency serves.
When you come to draw your beer and find it is not fine, draw off a gallon, and set it on the fire, with two ounces of isinglass cut small and beat. Dissolve it in the beer over the fire: when it is all melted, let it-stand till it is cold, and pour it in at the bung, which must lay loose on till it has done fermenting, then stop it close for a month.
Take great care your casks are not musty, or have any ill taste; if they have, it is a hard thing to sweeten them.
You are to wash your casks with cold water before you scald them, and they should lie a day or two soaking, and clean them well, then scald them.
Monday’s ad is for Rheingold Beer, from 1952, and features Miss Rheingold from that year, Anne Hogan. In this ad, she’s got a rake over her shoulder while wearing fall colors. Though there’s a leaf stuck to the rake and full wire basket of leaves in the background to the left, she looks too neat and unwrinkled to have done a lick of work. Apart from “here, hold this rake,” of course.
Sunday’s ad is for Rheingold Beer, from 1963, and features Miss Rheingold from that year, Loretta Rissell. In this ad, she’s dancing aboard the S.S. Lurline wearing a strapless green dress. Her partner is either a Naval officer or someone dressed in all white wearing an apron, I can’t quite tell which it is.
Saturday’s ad is for Rheingold Beer, from 1962, and features Miss Rheingold from that year, Kathy Kersh. In this ad, she’s helping out at the fire station as the boys are cleaning the trucks. She appears to be ducking bursts of water from firemen’s hoses, but she’s wearing a raincoat, so she must have at least been expecting it. In the text it says that two words are “on the tip of everyone’s tongue.” Those two words? “Extra Dry.” Of course, I hear everyone saying that all that time, even today. Um, so then what’s with all the wet water?
Friday’s ad is for Rheingold Beer, from 1958, and features Miss Rheingold from that year, Madelyn Darrow. In this ad, she’s on a camping, fishing and canoeing trip, though she’s apparently not doing much of the heavy lifting, as a strapping young man is carrying the canoe for her. No wonder she’s smiling. But take a closer look at his expression. No smiles there.
Tuesday’s ad is for Rheingold Beer, from 1958, and features Miss Rheingold from that year, Madelyn Darrow. In this ad, she’s on the bow of a fireboat, at sea, possibly in New York Harbor, as behind her you can make out a shower of water undoubtedly from other fireboats. It suggests that they’re putting on some kind of water show, although I’m not sure why her own boat’s water gun is silent, though at least one writer thinks it was a clever way to sneak sex into the ad with such a phallic image, although in Sex in Advertising: 10 Strangely Sexual Booze Ads from the 1940 – 50s he surprisingly fails to mention what the spray imagery might represent. Any ideas?
Tuesday’s ad is for Rheingold Beer, from 1947, and features Miss Rheingold from that year, Michaele Fallon. In this ad, she’s just squeezed off a few rounds of target practice, dressed in a green suit and matching beret that would have made Robin Hood proud. And her shooting wasn’t half bad, either, putting all of her shots in the black center portion of the target.