Saturday’s ad is for Rheingold Beer, from 1937. This was an unusual ad for independence day, using a snowman in July to talk about “the glorious Fourth.” And the snowman is lighting a firecracker, it must have really stood out in a magazine or newspaper published in the summer. And another oddity: there’s a circle containing the pjrase “beer is best,” which was a phrase being used at the time in Great Britain by a brewers trade group so it’s interesting to see it in an American ad during the same time period.
I posted these a few years ago, but given that it’s Father’s Day I figured today was a good day to take another look at them. Around 2011, the good folks at Every Guyed designed eight beer can dads.
Here was the idea:
To celebrate Father’s Day, EveryGuyed and Moxy Creative House have teamed up once again to deliver the second installment of the ‘Cheers!’. This time we had creative director Glenn Michael raise a glass — and his brush — to 8 iconic animated dads, re-envisioning them as beer cans.
When you were a kid, Father’s Day was a pretty boring affair. Now you’re of age, and all of a sudden you have the chance to do something with your dad that he’ll actually enjoy: share a cold one together.
Looking at this again, I still want my own dad can. What would yours look like?
Today begins the 10th annual American Craft Beer Week, which is themed this year as Cheers to the Sweet Land of Li-beer-ty. This year it will take place May 11-17, and “all 50 states will hold events including exclusive brewery tours, special craft beer releases, food and beer pairings, tap takeovers and more to honor the ever-advancing craft beer culture and unite tens of thousands of beer lovers nationwide.”
“American Craft Beer Week has provided independent beer fans across the country a chance to support their local breweries since 2006,” said Julia Herz, publisher of CraftBeer.com and craft beer program director at the Brewers Association. “With celebrations happening in all 50 states, this is truly an annual national event that recognizes all those involved in making craft beer from small breweries in the U.S. such a success.”
You can also follow news of ACBW and see what events have been scheduled and the list can be searched by state. The BA this year has also “created an interactive graphic with fun facts to commemorate each state and their commitment to craft brewing.”
And here’s a larger view of what they had to say about California.
Tuesday’s ad, for Cinco de Mayo, is for Tecate beer, from 1988. The cartoon art was created by Leslie Cabarga and used by Tecate in a series of ads that summer, and was even made into a poster. Showing two Tecates, a bottle and a can, though the can is clearly the leader, along with a bottle of Chihuahua (which I recall selling at BevMo for $2.99 per six-pack), making an entrance into a wild west saloon. Notice the can has a bottle of salt and a lime in his holsters. It’s a pretty cheesy ad, but this was also the same time 7-Up was advertising using a spot with arms and legs, and California raisins were similarly animated, so maybe it was popular.
For the 99th Session, our host is Alistair Reece, who writes the Fuggled blog. He’s also the founder of American Mild Month, which will take place for the first time this May. Intended as a companion to May is Mild Month, which is a month-long promotion of mild ale sponsored by CAMRA in Great Britain, there’s also a Facebook page and so far he’s gotten 45 breweries to commit offering a mild ale during the month. So for the May Session, the topic is “Localising Mild,” which he describes below.
Each May CAMRA in the UK encourages drinkers to get out and drink Mild Ales. This May is the first, as far as I am aware, American Mild Month, which has 45 breweries, so far, committed to brewing mild ales. Of those 45 breweries some are brewing the traditional English dark and pale mild styles, while a couple have said they will brew an ‘American Mild’, which American Mild Month describes as:
a restrained, darkish ale, with gentle hopping and a clean finish so that the malt and what hops are present, shine through
An essential element of the American Mild is that it uses American malts, hops, and the clean yeast strain that is commonly used over here. Like the development of many a beers style around the world, American Mild is the localisation of a beer from elsewhere, giving a nod to the original, but going its own way.
That then is the crux of the theme for The Session in May, how would you localise mild? What would an Irish, Belgian, Czech, or Australian Mild look like? Is anyone in your country making such a beer? For homebrewers, have you dabbled in cross-cultural beer making when it comes to mild?
The first Friday of May is also the first day of May. May Day, or International Workers Day, and it is apt that a beer style closely associated with the industrial regions of England should be the theme for the Session. Have at it folks!
So don’t go crazy, don’t go wild, instead this May go mild. To participate in the May Session, leave a comment to the original announcement on or before Friday, May 1.
Sunday’s ad is an Easter ad for Budweiser, from 1950. It’s an ad from the “There’s Nothing Like It … Absolutely Nothing.” In this holiday-themed ad, a woman is coloring and decorating eggs for Easter, while behind her, a man is holding a sandwich and a beer, watching her do all the work. She’s in a dress with her pearls, and he’s in a white shirt and tie. That takes some sizable confidence to not put on a smock or apron when working with food dye. That green background is somewhat nauseating, too. I hope that’s not the walls of their home, but who knows. You did see interiors back then with some horrific (to our eye) colors.
Over in Gobbler’s Knob, in Punxsutawney, Pennsylvania, Phil the Groundhog — a.k.a. Brewhog — raised up his head this morning and looked around, and this year saw his shadow everywhere he looked for the second year in a row. You know what that means. It’s six more weeks of drinking winter beers this year. Or something about a late spring, I can’t keep it straight. You can see a video of Punxsutawney Phil here. And there’s more information about Groundhog Day at the Punxsutawney Groundhog Club.
Tonight, many fans of the Scottish poet Robert Burns, will celebrate Burns Night with a meal of Haggis, Scotch Whisky and a night of poetry reading. Though Burns was apparently a whisky drinker, I feel confident saying he probably also drank beer and there are plenty of ways you could incorporate beer and whisky into your evening. I nominate for your poetry recitation, Burns’ version of the popular folksong John Barleycorn, which is believed to have originated sometime in the 16th century. Burns wrote his in 1782, and because of his fame, is one the most oft quoted versions. Here’s how I summarized it in a post about John Barleycorn a few years ago:
Primarily an allegorical story of death, resurrection and drinking, the main character—the eponymous John Barleycorn—is the personification of barley who is attacked and made to suffer indignities and eventually death. These correspond roughly to the stages of barley growing and cultivation, like reaping and malting. Some scholars see the story as pagan, representing the ideology of the cycles of nature, spirits and the pagan harvest, and possibly even human sacrifice. After John Barleycorn’s death, he is resurrected as beer, bread and whisky. Some have also compared it to the Christian transubstantiation, since his body is eaten as bread and drank as beer.
There were three kings into the east,
Three kings both great and high,
An’ they hae sworn a solemn oath
John Barleycorn should die.
They took a plough and ploughed him down,
Put clods upon his head;
An’ they hae sworn a solemn oath
John Barleycorn was dead.
But the cheerfu’ spring came kindly on,
And show’rs began to fall;
John Barleycorn got up again,
And sore surprised them all.
The sultry suns of summer came,
And he grew thick and strong;
His head weel armed wi’ pointed spears,
That no one should him wrong.
The sober autumn entered mild,
When he grew wan and pale;
His bending joints and drooping head
Showed he began to fail.
His colour sickened more and more,
He faded into age;
And then his enemies began
To show their deadly rage.
They’ve ta’en a weapon long and sharp,
And cut him by the knee;
Then tied him fast upon a cart,
Like a rogue for forgerie.
They laid him down upon his back,
And cudgelled him full sore;
They hung him up before the storm,
And turned him o’er and o’er.
They filled up a darksome pit
With water to the brim;
They heaved in John Barleycorn,
There let him sink or swim.
They laid him out upon the floor,
To work him farther woe,
And still, as signs of life appeared,
They tossed him to and fro.
They wasted, o’er a scorching flame,
The marrow of his bones;
But a miller used him worst of all,
For he crushed him ‘tween two stones.
And they hae ta’en his very heart’s blood,
And drank it round and round;
And still the more and more they drank,
Their joy did more abound.
John Barleycorn was a hero bold,
Of noble enterprise;
For if you do but taste his blood,
‘Twill make your courage rise;
‘Twill make a man forget his woe;
‘Twill heighten all his joy:
‘Twill make the widow’s heart to sing,
Tho’ the tear were in her eye.
Then let us toast John Barleycorn,
Each man a glass in hand;
And may his great posterity
Ne’er fail in old Scotland!
Wednesday’s holiday ad for Carlsberg, from who knows when. Admittedly it’s an ad for the Chinese New Year, but there’s a distinct lack of New Year’s Eve ads that I haven’t used before. This ad was for Singapore and “the Federation” which may help identify its age. Your “Handsome Gift for the New Year” is a free Carlsberg pint glass with every carton you buy.