Wednesday’s ad is our second ad for Froedtert Malt, or FroMalt, a Milwaukee maltster. They used to have at least three facilities and at least one closed in 2003, but I don’t know how many are left. This ad is from 1957. I’m not sure who Dan Parker is, but he looks like a very busy guy, and he looks like he could use a beer.
Tuesday’s ad is for the Barley and Malt Institute, from 1959. This is the fourth ad I have from the now defunct trade group for barley growers. In this one a feminine hand is adding beer to a fondue pot, while a man is stirring it and holding up the “OK” sign, presumably to indicate there’s enough beer in the mix. And that tagline, “Fun-Flavors your creative cookery;” I’m not even sure that quite makes sense. But cheese and beer? Now those are some fun flavors.
Wednesday’s ad is for the Barley and Malt Institute, from 1959. This is the third ad I have from the now defunct trade group for barley growers. In this one a man is being delivered actual beer while watching beer on television. How meta. I love the expression on his face. According to the ad, “The goodness of Malt goes far beyond delicious flavor.” Beyond “Fun Flavor,” “malt renews your energy” and also has “important B-complex vitamins.”
The publishers of a new online magazine, Modern Farmer, let me know about an interesting article in their latest issue, Meet The Micro-Malts, about the trend of locally grown barley and wheat for brewing. I’ve been hearing more and more from brewers looking for ways to get their ingredients closer to home, and this is certainly one of the first steps in making that more of a reality. We also need more small, regional malting houses, too. I wonder if anybody’s addressing that need?
Monday’s ad is for the Barley and Malt Institute, from 1959. It appears that the now-defunct trade group for barley growers ran these ads for just a couple of years and that was it. Perhaps they decided they weren’t worth it or they didn’t get anything out of them, but they certainly were some great ads, at least in my humble opinion.