Thursday’s ad is for Heineken, from the 1950s. From the late 1800s until the 1980s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. I’ve been posting vintage European posters all last year and will continue to do so in 2020. This one was created for Heineken, which was founded as De Hooiberg in 1592 in Amsterdam, in The Netherlands. The Heineken family bought the brewery and renamed it in 1864. The text at the bottom, “Let meest getapt!,” Google translates as “please most tapped,” which I suspect is something like “the most popular tapped beer.” I’m not sure who created this poster.
Archives for April 30, 2020
Today is the birthday of Gustav Hodel (April 30, 1875-July 3, 1966). Hodel was born in Emmendingen, Baden, Germany, the youngest of seven. His father, Christian Hodel, owned the local Hodel Brewery. One of his brother’s emigrated to America and became a maltser in Nebraska, then another brother came and became a brewer, and eventually so did Gustav, who everybody called “Gus.” He started in one brother’s brewery in Galena, Illinois but struck out on his own and either owned or worked for a number of different breweries over the course of a 56-year career in beer. He retired in 1946 to Santa Cruz, California to be closer to his daughters, where he remained until his death in 1966.
Brewery Gems has a great account of Hodel’s life, apparently with considerable help from Gus Hodel’s grandson, William “Bill” Whetton. And given that it’s the only source I could find, your best bet it to just go read it there.
Billings Brewing Co. in Montana, just one of many where Hodel worked.
Today is the birthday of Lawrence Steese (April 20, 1912-April 19, 1991). Steese is part of the more recent lore of Anchor Brewing. Originally from Mill Valley, in Marin County, he bought Anchor in 1960 when Joe Allen was retiring, though Allen stayed around to teach him how to make Steam Beer. Fifty-one percent of the brewery was then bought by Fritz Maytag, who eventually bought out Steese and assumed full control.
Steese was from Mill Valley, and in the July 14, 1962 edition of the Daily Independent Journal, an article used the headline How a Marinite Rescued Steam Beer, which included the following in its coverage.
SOME THREE years ago the requiem for steam beer was being played, and the sad demise of a California tradition was being mourned. At that time Joe Allen, owner of Anchor Brewery, announced his retirement. There was no one skilled in the exacting art of steam beer brewing to take his place, and no one, it seemed, who cared to take the time and trouble to learn from the old master. No one, that is, until Lawrence Steese decided he’d like to try. Joe Allen was more than willing to teach. And since his official “retirement” these three years past, Allen has spent his days at the brewery as professor of steam beer brewing. The making of steam beer is not like the brewing of other beers. Steam beer is naturally carbonated; neither additives nor preservatives become it. “The Sincere Beer,” it is called by some. IT IS TRULY a “health food,” its devotees assert, containing more malt and hops than other beers, and without corn or rice to lighten it.
And this is Steese’s story, distilled to its essence on Anchor Brewery’s website today.