Archives for February 4, 2021

Beer In Ads #3630: Budweiser With Cheese & Crackers

February 4, 2021 By Jay Brooks Leave a Comment

Thursday’s ad is for “Budweiser,” from 1961. This ad was made for Anheuser-Busch, and was part of their series using the tagline. “Where there’s Life … there’s Bud,” which ran from the 1950s into the 1960s, and this one features a woman at a restaurant, or maybe it’s a bar, smiling as the waiter or waitress pours a beer into a glass she’s holding. Behind her on the table is a spread of cheese and crackers, along with charcuterie. I’m also pretty sure she’s holding a potato chip in her hand. The text begins “Ever Taken.”

Historic Beer Birthday: Peter P. Straub Jr.

February 4, 2021 By Jay Brooks Leave a Comment

Today is the birthday of Peter P. Straub Jr. (February 4, 1893-October 29, 1972). He was the son of Peter Straub, who founded the Straub Brewery in St. Mary’s, Pennsylvania in 1872. The brewery is still owned and operated today by the Straub family.

Peter P. Straub Jr. in the early 1900s.

Peter Jr. was president of the brewery after his brother Andrew.

The Straub Family in 1904. Peter Jr. is in the second row, the first person from the left.

Early on, Peter introduced his sons to the world of brewing. Straub used wooden kegs for his beer. He always placed a red band around his barrels to ensure that people would know they were drinking his beer and so that he would get them back. As a lasting trademark tribute to Peter, the brewery continues to place a bright red band around each of its barrels. Red has become a trademark color for the brewery.

Peter (on the right) with his brothers Jacob and Francis.

Following Peter’s death on December 17, 1913, his sons assumed control of the brewery, renaming it the Peter Straub Sons Brewery. During this time, the brewery produced Straub Beer as well as other beer, such as the pilsner-style Straub Fine Beer and Straub Bock Beer. In 1920, the Straub Brothers Brewery purchased one half of the St. Marys Beverage Company, also called the St. Marys Brewery, where St. Marys Beer was produced. During Prohibition, which lasted from January 29, 1920, until December 5, 1933, the brewery produced nonalcoholic near-beer. On July 19, 1940 they purchased the remaining common stock and outstanding bonds of the St. Marys Beverage Company.

The Benzinger Spring Brewery in 1895.

Historic Beer Birthday: Louis Camille Maillard

February 4, 2021 By Jay Brooks Leave a Comment

Today is the birthday of French physician and chemist Louis Camille Maillard (February 4, 1878-May 12, 1936) who was the Doogie Howser of his era, joining the faculty of the University of Nancy when he was only sixteen. He rose to prominence thanks to his work on kidney disorders and later taught medicine at the prestigious University of Paris.

But his biggest contribution, especially to brewing, was an accidental discovery he made in 1912, which today we call the Maillard Reaction, or Browning Reaction.

Here’s the basic description, from Wikipedia:

The Maillard Reaction a chemical reaction between amino acids and reducing sugars that gives browned food its desirable flavor. Seared steaks, pan-fried dumplings, biscuits (widely known in North America as cookies), breads, toasted marshmallows, and many other foods undergo this reaction. It is named after French chemist Louis-Camille Maillard, who first described it in 1912 while attempting to reproduce biological protein synthesis.

The reaction is a form of non-enzymatic browning which typically proceeds rapidly from around 140 to 165 °C (284 to 329 °F). At higher temperatures, caramelization and subsequently pyrolysis become more pronounced.

The reactive carbonyl group of the sugar reacts with the nucleophilic amino group of the amino acid, and forms a complex mixture of poorly characterized molecules responsible for a range of odors and flavors. This process is accelerated in an alkaline environment (e.g., lye applied to darken pretzels), as the amino groups (RNH3+) are deprotonated and, hence, have an increased nucleophilicity. The type of the amino acid determines the resulting flavor. This reaction is the basis of the flavoring industry. At high temperatures, a potential carcinogen called acrylamide can be formed.

In the process, hundreds of different flavor compounds are created. These compounds, in turn, break down to form yet more new flavor compounds, and so on. Each type of food has a very distinctive set of flavor compounds that are formed during the Maillard reaction. It is these same compounds that flavor scientists have used over the years to make reaction flavors.

It was, and is, for food science and understanding how heat and cooking create flavors. If you want to dive deeper, the Warwick Medical School has an article on the Historical Development of the reaction, and NPR’s Food for Thought on the centenary of Malliard’s discovery posted 100 Years Ago, Maillard Taught Us Why Our Food Tastes Better Cooked.

But it was also very important to brewing, too, especially when it comes to malting and roasting malt to get different flavors and colors in the beer. For example, here’s UC Davis professor Charlie Bamforth writing about the Malliard Reaction in his book Grape vs. Grain.

Not surprisingly, John Mallett, in his recent book Malt: A Practical Guide from Field to Brewhouse, mentions Malliard’s contributions to brewing science.

The chemistry website Compound Interest has a good explanation with their post, Food Chemistry – The Maillard Reaction.

And finally, Popular Science’s BeerSci series discusses the Maillard Reaction in How Beer Gets Its Color.

Historic Beer Birthday: Adolph Coors

February 4, 2021 By Jay Brooks Leave a Comment

Today is the birthday of Adolph Coors (February 4, 1847-June 5, 1929) whose full name was Adolph Hermann Josef Coors, although it’s probable that the Coors surname was originally spelled Kuhrs, or something like that. Coors was born in what today is Germany, in the town of Barmen, part of Rhenish Prussia, or Rhineland. After being orphaned as a fifteen-year old boy, he continued the apprenticeship he’d begun earlier at the Wenker Brewery in Dortmund, and later on was a paid employee. When he was 21, he stowed aboard a ship in Hamburg and made his way to New York City, where he changed the family name to its present spelling. By spring he’d moved to Chicago, and shortly thereafter became a foreman of John Stenger’s brewery in nearby Napierville, where he worked for the next four years.

At the beginning of 1872, he resigned and headed west, to Denver, Colorado. Coors took a few odd jobs, and then he purchased a partnership in the bottling firm of John Staderman, buying out his partner later the same year, assuming control of the entire business. But it was the following year, on November 14, 1873, that the Coors empire really began. On that day, Adolph Coors, along with Denver confectioner Jacob Schueler, bought the Golden City Tannery, which had been abandoned, in Golden, Colorado, and transformed it into the Golden Brewery. “By February 1874 they were producing beer for sale. In 1880 Coors purchased Schueler’s interest, and the brewery was renamed Adolph Coors Golden Brewery.”

And here’s a short biography from the Colorado Encyclopedia:

Adolph Coors (1847–1929) immigrated to the United States in 1868 after serving as a brewery apprentice in western Germany and then in the Kingdom of Prussia. After working in Chicago breweries, he moved to Colorado in 1872 and purchased a bottling company. He transformed it into the Coors Brewing Company and became one of Colorado’s wealthiest and most influential men during the early twentieth century.

After moving to Denver, Coors promptly bought into a bottling company and became the sole owner by the end of the year. In 1873 he started looking for a place to build a brewery with access to clean mountain water and found one at the abandoned Golden Tannery. He partnered with candy store owner and fellow German Jacob Scheuler to purchase the tannery and turned it into the Scheuler and Coors Brewing Company, one of the first breweries in the area. By 1874, even in the midst of economic crisis, the company was making 800 gallons of beer a day. Their beer was valued for its taste, consistency, and crispness.

Coors hired many German immigrants to run his beer factory, bottling plant, malt house, and icehouse. He invested heavily in new technology, such as metal bottle caps and increased automation. In 1879 he married Louisa Weber. The couple had six children – three daughters and three sons. That same year, he bought out Scheuler and became the sole owner of Coors Brewing. He allowed his workers to join the United Brewery Workmen of the United States and paid them well. The brewery famously provided free beer to its workers during breaks. By 1890, Coors was a millionaire, a US citizen, and a medal winner at the Chicago World’s Fair.

The movement to abolish alcohol began to gather momentum in the late nineteenth century. Coors correctly diversified his investments; beer may be recession-proof, but it would not weather Prohibition. In 1916, when Prohibition began in Colorado, Coors shifted his manufacturing from beer to milk products and porcelain. In 1933, with the repeal of Prohibition, Coors returned to his preferred product but continued to manufacture other goods.

Coors generally remained aloof from Denver high society, but he felt great kinship with his employees and identified with them as a craftsman. He instituted more breaks, better working conditions, and higher wages for his workers than did almost all other brewers. But Coors became disillusioned with his product in the early twentieth century, after pasteurization (the heating of beer to kill microbes) and mass marketing transformed the beer industry. Coors took his life in 1929 by jumping from his hotel balcony in Virginia Beach. In his will, he stipulated that his hotel bill be paid in its entirety; otherwise, he left no note and no reason for his action. Coors is remembered for his entrepreneurial spirit, his rags-to-riches immigrant story, and his dedication to the craft of brewing beer.

A portrait of Adolph Coors by artist Bill Moomey

Coors was elected to the Colorado Business Hall of Fame in 1990, who produced a short film of his life for the induction ceremony:

And here’s an early postcard depicting the Coors Brewery in Golden, Colorado. It’s a remarkable place and you should definitely take the tour if you ever get near that part of the world.