Monday’s ad is from Pabst, from 1900. Many brewers made other related products besides beer, notably malt extract, to be used primarily in cooking as an ingredient in breads and desserts and even as a tonic. According to Briess, which still offers it today. “What is Malt Extract? Malt can be further processed to produce liquid or dried sweeteners called Malt Extracts.” They were essentially “the original starch- or grain-based sweetener.” Many brewers survived prohibition making malt extract, both for legal uses and for homebrewing, but Pabst was making and advertising decades before. In this ad, a store window is shown filled with Pabst Malt Extract. It appears the store put their entire stock in the window, because according to the text of the ad, he’s reaching in so he can sell one of the bottles. I know when I worked retail, we always held back stock for the shelves (racks in our case) so that people could come in and pick one up to buy it. Keeping product out of potential customer’s hands seems pretty stupid.
Archives for August 14, 2017
Today is the 41st (maybe) birthday of Brandon Hernández, who is the Marketing Manager for Societe Brewing, but was a beer writer long before joining AleSmith, and continues to write for the San Diego Reader and the West Coaster, as well as other publications. And he’s published the Complete Guide to San Diego Breweries. For a time, he was the Senior Communications Specialist for Stone Brewing, but left to join AleSmith. I run into Brandon fairly regularly at beer functions and he’s become one of my favorite people to hang out with. Join me in wishing Brandon a very happy birthday.
With a bevy of Celebrator writers in Chico for Beer Camp #93 in late 2012, to make a beer celebrating the 25th anniversary of the Celebrator Beer News. That’s Brandon sporting blond hair fourth from the left.
[Note: photos 1 and 3 were purloined from Facebook.]