Tuesday’s ad is for Schlitz, from 1954. This one is also football-themed, with a man at the game, being poured two beers from cans to wash down the hot dogs, already in his hands, as his significant other waits with the blanket and a pennant in the background.
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Friday’s ad is yet another old one for Schlitz, this one from 1912, and is, like the last two, touting brown bottles as the best package for beer. I have to admire the effort to educate consumers to think about the package their beer came in, something craft brewers did again roughly 70 years later. And I love this bit of chutzpah. “As civilization advances — so do the sales of “Schlitz in Brown Bottles.”
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Thursday’s ad is another old one for Schlitz, this one from 1911, and is, like yesterday’s, touting brown bottles as the best package for beer. They list a number of reasons why Schlitz is such a great beer, and some of the reasons are priceless:
And the ads final words are the same as yesterday’s, urging people to choose Schlitz because they know best. “If you knew what we know about beer, you would say ‘Schlitz—Schlitz in Brown Bottles.’”
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Wednesday’s ad is for Schlitz from 1912, and is touting brown bottles as the best package for beer. I don’t imagine UV light was as well understood a century ago, but Schlitz assures us that even then “chemists of this country as well have repeatedly warned against the possible dangers to purity following the use of light glass bottles.” And I love this gem. “Dark bottles only are used for beer in Germany and England.” Many? Undoubtedly. Most? Probably. Every brewery? Hmm, I’m sure someone can speak to the veracity of that claim, but I tend to think absolute claims are a bad idea. You can find an exception to almost anything. And I especially love their final words, urging people to choose Schlitz because they know best. “If you knew what we know about beer, you would say ‘Schlitz—Schlitz in Brown Bottles.’”
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Tuesday’s ad is for Schlitz, from the 1960s, when they debuted the “Aluminum soft top” can, which according to the ad was much easier to open than the “old hard way.” They billed it as the “world’s easiest opening beer can!” I’m not sure about their prophecy that “Some day all beer cans will open this easy!” Time seems to have passed by that innovation.
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Thursday’s ad is another one for Schlitz, this one from 1967. Using their iconic slogan “When you’re out of Schlitz, you’re out of beer,” it’s presumably meant to be humorous. Showing an interesting contrast, with the patron in a black suit with a red tie while the serve sports a red suit, or at least jacket, with a black tie, they’re both looking longingly at the empy glass and bottle between them. Unfortunately, I don’t feel too badly for them, as I can see several taps in the foreground that undoubtedly have beer that is at least the equal of Schlitz.
And one other interesting tidbit stands out. “The beer takes 1,174 careful brewing steps.” Wow, that’s some very busy brewers. I’d love to see an itemized list of all those steps.
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For more of my past columns, see Brooks On Beer
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