Beer In Ads #2124: Christmas Greetings

Tuesday’s holiday ad is for Miller Brewing, from 1952. This in an interesting old ad from the December 1952 issue of Modern Brewery Age, so not aimed at general consumers. As a result, it’s fairly simple and straightforward, and largely free of hyperbole and adspeak. Showing an illustration of the modern Miller brewery, with a Christmas tree on the roof by the entrance, the text simply wishes everyone “happiness and good health.”


Beer In Ads #2049: There’s Only One Favorite

Friday’s ad is for Miller High Life, from 1950. In this ad, from the back of a baseball game program, a star player who’s tipping his hat, revealing a buzz cut, is taking a bow while holding four bats. So maybe he’s just warming up and getting ready for his at-bat. I’m not sure if he’s the favorite or the beer is, but my money’s on the beer.


Beer In Ads #2048: Opinions Differ …

Thursday’s ad is for Miller High Life, from 1948. In this ad, from the back of a baseball game program, two players are arguing while an umpire. It’s to say exactly what’s going on since the catcher appears to holding the bat. How, or why, he took it from the batter is anybody’s guess. The ball is on the ground and another player is laying down behind, possibly on a base, and watching the scene unfold. As for the ump, he just seems to be standing there serenely, with his hands folded in front of him, waiting for the storm to subside. I think they could all use a beer.


Beer In Ads #2046: A Sure Hit

Tuesday’s ad is for Miller High Life, from 1942. In this ad, from the back of a baseball game program, a player swings, and it doesn’t matter if he makes contact. Either way, he gets beer since it’s a sure hit. I figured with just a few more games before the end of the season, that I’d got out this month with baseball ads.


Beer In Ads #2045: The Brown Bottle Joke

Monday’s ad is for Miller High Life, from 1913, published in the Telegraph Herald on July 2, 1913. In this curious ad, titled “The Result of Good Brewing—,” the scene is a parade of Germany soldiers. Though it’s hard to read, toward the bottom it reads “High Life in Germany,” while to the left the Miller Girl has been inserted into the illustration as if she’s watching the parade.


But even more curious about this ad is the inset box, “The Brown Bottle Joke,” where they try to explain why using a clear bottle is actually better than using brown, and they do so without even mentioning why brown is preferred or indeed anything about what effect light would have on the beer after bottling.

The brown bottle fallacy has been so completely exploded that little is left to be said in defense of that side of the question which advocated the use of dark bottles to the absolute exclusion of light bottles. It is admitted that common beer comes in dark bottles and that beer of a high degree of stability is preferably bottled in light bottles.

Wahl-Henius Institute of Fermentology (America’s greatest authorities on brewing) are in accord with this view. Here is their statement in relation to the bottling of high-grade beer:

“FOR SUCH BEERS THE LIGHT BOTTLE is PREFERABLY EMPLOYED because it can more readily be inspected before filling to insure thorough cleanliness and because the finished package reveals at a glance whether the contents meet the requirements of the consumer as to color, clarity and freedom from sedimentation.”


Beer In Ads #2044: La Salle Street, Chicago

Sunday’s ad is for Miller High Life, from 1945. In this ad, it’s very simple, showing a detailed view of La Salle Street in Chicago, Illinois, with no text apart from the location and then the name of the beer below. I don’t know if this was part of a series showing other locations or if there’s some special significance to this street in 1945. This would have been toward the end of the Second World War, so perhaps that has something to do with, but in the end there are more questions than answers, but it’s still an oddly comforting ad.


Beer In Ads #2043: Terrific Twosome

Saturday’s ad is for Miller High Life, from 1956. In this ad, a couple is grocery shopping — I just love their shopping outfits — as he’s putting a six-pack of Miller High Life in their cart. She’s holding up a half grapefruit? Or what is that? It looks like it has a yellow rind but a large green center. Is that the pairing alluded to by “Terrific Twosome.” Or is it simply the couple themselves?