Thursday’s ad is for Op-Ale, from 1965. 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 poster was created for Brouwerij De Smedt which is located in the Flemish Brabant municipality of Opwijk, in Belgium. It was founded in 1790, but was acquired by Heineken in the early 2000s, who changed its name to the Affligem Brewery, although in 2010 Heineken dissolved Affligem and folded it into Alken-Maes. According to them, Op-Ales originated “at the beginning of the 20th century, after a “Competition for the Improvement of Belgian Beer” was launched to counterbalance new imported beers that entered the market. The competition inspired numerous brewers to create amber-colored beers based on mineral-rich brewing water, light-colored caramel malts and soft aroma hops. These beers are commonly referred to as Spéciale Belge.” At the bottom of the ad, it reads. “Dat is Fijn Bier,” which translates as “That is fun beer.” I don’t know who the artist is who created this poster, although it was designed and printed by the design firm Etipan in Brussels.
Archives for July 29, 2020
Today is the birthday of Max Schwarz (July 29, 1863-February 7, 1901). He was the son of Anton Schwarz, who owned the magazine/journal American Brewer, which he turned into a serious scientific journal, writing many of the articles himself, and is credited with helping the entire industry improve its standards and processes. His son Max took over as publisher of the American Brewer when he passed away.
He was also mentioned in his father’s entry in the Jewish Encyclopedia, published in 1906.
Schwarz’s eldest son, Max Schwarz (b. in Budapest July 29, 1863; d. in New York city Feb. 7, 1901), succeeded him as editor of “The American Brewer” and principal of the Brewers’ Academy. He studied at the universities of Erlangen and Breslau and at the Polytechnic High School at Dresden. In 1880 he followed his father to the United States and became associated with him in many of his undertakings.
Both as editor and as principal of the academy he was very successful. Many of the essays in “The American Brewer,” especially those on chemistry, were written by him. He was a great advocate of the “pure beer” question in America.
And here’s his obituary from the American Brewers Review, Vol. XIV:
Today is Garrett Oliver’s 57th birthday. Garrett is the brewmaster at Brooklyn Brewery and has done more for the craft beer industry to promote pairing food and beer than just about any other person alive. If you haven’t picked up a copy of his book, The Brewmaster’s Table, you should definitely do so. He was also tapped to be the editor of the Oxford Companion to Beer, which came out several years ago (and which I also contributed to). He’s the best-dressed brewer in the world and a great person. Join me in wishing Garrett a very happy birthday.
Garrett and Bruce Joseph, from Anchor Brewery, at the Brewer’s Dinner before GABF a few years ago.
Giving a cooking demonstration with beer chef Bruce Paton at GABF in 2005.