Beer In Ads #2129: I Was Curious At Christmastime


Sunday’s holiday ad is for Schlitz, from 1948. This is a holiday-themed ad from a long-running series of ads Schlitz did that were all three-panel cartoons that all began with someone being “curious” about Schlitz beer, trying it in the second panel and then finally declaring it fit for human consumption … I mean great, usually saying now they understood what Schlitz was the beer that made Milwaukee famous, basically self-referencing their slogan. In this one, it’s a Christmas party, with a gift exchange, though it seems odd that they decorated the tree outside, but had none indoors.

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Patent No. 3625399A: Automatic Carbonated Beverage Dispensing System

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Today in 1971, US Patent 3625399 A was issued, an invention of Noel D. Heisler, assigned to the Schlitz Brewing Co., for his “Automatic Carbonated Beverage Dispensing System.” There‚Äôs no Abstract, although in the description it includes these claims:

In general, the invention is directed to an electrical release or dispensing system for a plurality of carbonated beverages stored in suitable containers where it is desirable at a remote distance therefrom to initiate the dispensing of the beverages from another and successive container when the container from which the beverage being dispensed is empty. The system provides a header which is connected to the containers to be emptied by separated conduits in which are located solenoid liquid valves. These valves are separately actuated from a selector control unit to open a respective conduit from a container to the header and then to to a tap. A second header is connected to a source of Co gas and flow of gas from the header to the containers are through separate conduits to each container. Solenoid fluid valves are located in each gas conduit and are individually actuated to control the flow of gas to the container being tapped. The opening of a respective fluid solenoid valve occurs simultaneously with the opening of a corresponding liquid valve An important feature of the invention is that the dispensing valves are opened by momentary high surge of current to seize the solenoid armature and are held in the open position by a low holding current. The holding current consumes less power and consequently gives off less heat. In an alternative construction, the liquid dispensing valves may each be dual winding units having an opening winding and a holding winding. The holding winding draws a lesser current and consequently also minimizes generation of heat. Excessive heat is deleterious to the carbonate beverage being dispensed.

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Beer In Ads #2078: The Pumpkin Centerpiece


Saturday’s ad is for Schlitz, from 1953. In this ad, dinner is being served, and it’s obvious what time of the year it is given the harvest centerpiece on the table that includes a jack-o-lantern pumpkin. But what I love is that somewhat scary expression on the woman’s face delivering a tray of beer bottles to the table. Maybe I”m reading too much into it, but her face seems to be saying “look, I’ve been cooking all day long, maybe you could at least get off your ass and serve the beer, dear.”

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Beer In Ads #2076: America Votes For No Bitterness


Thursday’s ad is for Schlitz, from the 1943. In this ad, showing four very diverse citizens at the ballot box, claims “America Votes For No Bitterness.” Maybe in 1943, but not in 2016, where bitterness reigns supreme, both in our IPAs and also in our elections. I actually had to unfriend someone on Facebook today for the first time ever for going full wacko on me over politics. There’s only a dozen days until the election, and I for one can’t wait until it’s all over.

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Beer In Ads #2074: What Do You Know About Voting?


Tuesday’s ad is for Schlitz, from 1940. In this ad, entitled “What Do You Know About Voting?,” in which how different people experience their right to vote, are explained. There are two weeks to go until arguably the most important election in my lifetime. So I thought it might be important to know everything about it. Luckily, Schlitz has all the answers.

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