Tuesday’s ad is for “Budweiser,” from 1957. 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 man pours a bottle of beer into what looks like a champagne glass over a woman’s shoulder in a room bathed with candlelight. The text begins “Where the Bright Sun Shines.”
Archives for February 2021
Monday’s ad is for “Budweiser,” from 1960. 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 couple lying on the floor as the man pours a bottle of beer into her beer glass as she watches intently with both of her hands on either side of the glass, as if she’s waiting to snatch it. The text begins “The Story.” Odder still, if you look closer at the book on the floor, there’s just one word printed on the spine: “Story.” What the hell kind of book is that? It’s a little off-center, so maybe the shag carpet is obscuring the beginning of it, so perhaps it could be “History.” Still, it seems weird that there’s no other information whatsoever on the spine. And this scene with it lighting that glows doesn’t exactly look like a study session, does it?
Sunday’s ad is for “Budweiser,” from 1957. 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 holding her beer glass while an unseen person pours a bottle of beer into it as she looks up at him, or possibly the beer, with an expression on wonder that seems to say “ooh.” The text begins “By the Way.”
Saturday’s ad is for “Budweiser,” from 1959. 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 man in a terrible hat and shirt combination relaxing in a comfy chair of some kind while a woman’s hand pours a bottle of beer into a glass for him as he looks up appreciably. The text begins “Relax.” And all I can think of is “Frankie Goes to Hollywood.”
Today is also the feast day of St. Amand (c. 584 CE–679 CE). He was known for his hospitality, and is the patron saint of all who produce beer: brewers, innkeepers and bartenders and was also known as Amandus, Amandus of Elnon and Amantius. He was a bishop of Tongeren-Maastricht and one of the great Christian missionaries of Flanders. He is venerated as a saint, particularly in France and Belgium. He was born in Poitou, France, and died in the monastery at Elnone-en-Pevele (modern Saint-Amand-les-Eaux), France.
This account of his life is by T.J. Campbell from the Catholic Encyclopedia:
One of the great apostles of Flanders; born near Nantes, in France, about the end of the sixth century. He was, apparently, of noble extraction. When a youth of twenty, he fled from his home and became a monk near Tours, resisting all the efforts of his family to withdraw him from his mode of life. Following what he regarded as divine inspiration, he betook himself to Bourges, where under the direction of Saint Austregisile, the bishop of the city, he remained in solitude for fifteen years, living in a cell and subsisting on bread and water. After a pilgrimage to Rome, he was consecrated in France as a missionary bishop at the age of thirty-three. At the request of Clotaire II, he began first to evangelize the inhabitants of Ghent, who were then degraded idolaters, and afterwards extended his work throughout all Flanders, suffering persecution, and undergoing great hardship but achieving nothing, until the miracle of restoring the life of a criminal who had been hanged, changed the feelings of the people to reverence and affection and brought many converts to the faith. Monasteries at Ghent and Mt. Blandin were erected. They were the first monuments to the Faith in Belgium. Returning to France, in 630, he incurred the enmity of King Dagobert, who he had endeavoured to recall from a sinful life, and was expelled from the kingdom. Dagobert afterwards entreated him to return, asked pardon for the wrong done, and requested him to be tutor of the heir of the throne. The danger of living at court prompted the Saint to refuse the honour. His next apostolate was among of the Slavs of the Danube, but it met with no success, and we find him then in Rome, reporting to the pope what results had been achieved.
While returning to France he is said to have calmed a storm at sea. He was made Bishop of Maastricht about the year 649, but unable the repress the disorders of the place, he appealed to the Pope, Martin I, for instructions. The reply traced his plan of action with regard to fractious clerics, and also contained information about the Monothelite heresy, which was then desolating the East. Amandus was also commissioned to convoke councils in Neustria and Austrasia in order to have the decrees which had been passed at Rome read to the bishops of Gaul, who in turn commissioned him to bear the acts of their councils to the Sovereign Pontiff. He availed himself of this occasion to obtain his release from the bishopric of Maastricht, and to resume his work as a missionary. It was at this time that he entered into relations with the family of Pepin of Landen, and helped Saint Gertrude and Saint Itta to establish their famous monastery of Nivelles. Thirty years before he had gone into the Basque country to preach, but had met with little success. He was now requested by the inhabitants to return, and although seventy years old, he undertook the work of evangelizing them and appears to have banished idolatry from the land. Returning again to his country, he founded several monasteries, on one occasion at the risk of his life. Belgium especially boasts many of his foundations. Dagobert made great concessions to him for his various establishments. He died in his monastery of Elnon, at the age of ninety. His feast is kept 6 February.
And this history is from Catholic Online:
This great missionary was born in lower Poitou about the year 584. At the age of twenty, he retired to a small monastery in the island of Yeu, near that of Re. He had not been there more than a year when his father discovered him and tried to persuade him to return home. When he threatened to disinherit him, the saint cheerfully replied, “Christ is my only inheritance.” Amand afterward went to Tours, where he was ordained, and then to Bourges, where he lived fifteen years under the direction of St. Austregisilus, the bishop, in a cell near the cathedral. After a pilgrimage to Rome, he returned to France and was consecrated bishop in 629 without any fixed See, receiving a general commission to teach the Faith to the heathens. He preached the gospel in Flanders and northern France, with a brief excursion to the Slavs in Carinthia and perhaps, to Gascony. He reproved King Dagobert I for his crimes and accordingly, was banished. But Dagobert soon recalled him, and asked him to baptize his newborn son Sigebert, afterwards to become a king and a saint. The people about Ghent were so ferociously hostile that no preacher dared venture among them. This moved Amand to attempt that mission, in the course of which he was sometimes beaten and thrown into the river. He persevered, however, and in the end people came in crowds droves to be baptized.
As well as being a great missionary, St. Amand was a father of monasticism in ancient Belgium, and a score of monasteries claimed him as founder. He found houses at Elnone (Saint-Amand-les-Eaux), near Tournai, which became his headquarters, St. Peters on Mont-Blendin at Ghent, but probably not St. Bavo’s there as well; Nivells, for nuns, with Blessed Ida and St. Gertrude, Barisis-au-Bois, and probably three more. It is said, though possibly apocryphal, that in 646 he was chosen bishop of Maestricht, but that three years later, he resigned that See to St. Remaclus and returned to the missions which he had always had most at heart. He continued his labors among the heathens until a great age, when, broken with infirmities, he retired to Elnone. There he governed as Abbot for four years, spending his time in preparing for the death which came to him at last soon after 676. That St. Amand was one of the most imposing figures of the Merovingian epoch, is disputed by no serious historian; he was not unknown in England, and the pre-Reformation chapel of the Eyston family at east Hendred in Birkshire is dedicated in his honor.
He has quite a few patronages, including the Boy Scouts, bar staff, barkeepers, bartenders, brewers, grocers, hop growers, hotel keepers, innkeepers, merchants, pharmacists, druggists, vinegar makers, vine growers, vintners, wine-makers, and wine merchants; plus he’s against diseases of cattle, against fever, against paralysis, against rheumatism, against seizures, against skin diseases, against vision problems; and of the places: Flanders, Belgium; Maastricht, Netherlands; Salzburg, Austria; Utrecht, Netherlands; and Wingene, Belgium.
There are several examples of beers named for St. Amand and at least one beer importer.
- St. Amand French Country Ale from Brasserie Castelain, though it’s no longer on their website so maybe they discontinued it.
2. Brasserie Brunehaut also used to make an Abbaye de St Amand beer.
3. There’s also a St Amand Imports that imports a few beer brands.
Today is the feast day of St. Dorothy of Caesarea (?–February 6, 311 CE). She was a patron saint of brewers and is also known as Dora, Dorotea, and Dorothy. There’s very little information about her life, just a few scant details and I’m not even sure exactly why her patroness extended to brewers.
This is her overview from Wikipedia:
St. Dorothea “is a 4th-century virgin martyr who was executed at Caesarea Mazaca. Evidence for her actual historical existence or acta is very sparse. She is called a martyr of the Diocletianic Persecution, although her death occurred after the resignation of Diocletian himself. She should not be confused with another 4th-century saint, Dorothea of Alexandria.
She and Theophilus are mentioned in the Roman Martyrology as martyrs of Caesarea in Cappadocia, with a feast day on 6 February. She is thus officially recognized as a saint, but because there is scarcely any non-legendary knowledge about her, she is no longer (since 1969) included in the General Roman Calendar.
Despite there being little information about her life, or maybe because of it, “she has been venerated in the west since the seventh century. Dorothy’s cult became widespread in Europe during the Middle Ages. In late medieval Sweden she was considered as the 15th member of the Fourteen Holy Helpers, and in art she occurred with Saint Barbara, Catherine of Alexandria and Margaret of Antioch, forming with them a quartet of female saints called de fyra huvudjungfrurna or in Latin, “Quattor Virgines Capitales” meaning “The four Capital Virgins.”
And this is her story from Catholic Saints:
Apochryphal martyr whose story has been beautifully told, and was popular for many years. Having made a personal vow of virginity, she refused to marry, or to sacrifice to idols. She was tried, tortured, and sentenced to death for her faith by the prefect Sapricius. The pagan lawyer Theophilus said to her in mockery, “Bride of Christ, send me some fruits from your bridegroom’s garden.” Before she was executed, she sent him, by a six-year-old boy who is thought to have been an angel, her headress which had the fragrance of roses and fruits. Seeing this gift, and the miraculous messenger who brought them, Theophilus converted, and was martyred himself. This story has been variously enlarged through the years. In some places, trees are blessed on her feast day because of her connection with a blooming, fruitful miracle.
In addition to brewers, she’s also the patron saint of patroness of gardeners, brides, florists, midwives, newlyweds and Pescia, Italy.
Friday’s ad is for “Budweiser,” from 1958. 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 in black leather gloves and holding a mask while an unseen hand pours a can of beer into a glass she’s holding. The text begins “Who Needs Disguises?”
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.”
Wednesday’s ad is for “Budweiser,” from 1958. 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 couple outdoors, I think leaning against a tree trunk, and cuddling, as the man pours a can of beer into a mug she’s holding. She’s looking back at him rather mischievously, but she really should be keeping an eye on the beer. It’s about spill over and that will definitely spoil the mood. The text begins “Keep It A Secret,” so maybe it’s more canoodling than mere cuddling after all.
Tuesday’s ad is for “Budweiser,” from 1958. 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 man about to blow out the candles his birthday cake while a woman out of sight pours him a glass of beer. And I know I shouldn’t be focused on this, but what the hell is that weird, abstract background supposed to be? The text begins “Bright Idea.”