Monday’s ad is for “Rainier Beer,” from 1910. This ad was made for the Seattle Brewing & Malting Co., who made Rainier Beer, and was later known as the Rainier Brewing Company of Seattle, Washington. This one is a tray that shows a woman sitting on a wooden bench emblazoned with “Pure Food” with her hand inexplicably over her head and a glass of beer in the other hand. I’m not sure what that pose is meant to convey. At the bottom is the tagline. “There’s New Strength and Vigor in Every Drop.”
Archives for July 5, 2021
Today is the birthday of Alfred W. Marti (July 5, 1886-November 22, 1977). He was born in Saint Paul, Minnesota, and was the son of George Marti and Emma Schell, whose father founded August Schell started the Schell’s Brewery in 1860 in New Ulm, Minnesota. Schell’s Brewery is still in business today, and is still owned by the family who started it. “It is the second oldest family-owned brewery in America (after D. G. Yuengling & Son) and became the oldest and largest brewery in Minnesota when the company bought the Grain Belt rights in 2002.” A pharmacist by trade, when August’s son Otto, who had been running the brewery after his father died, also died suddenly in 1911, George stepped up and became the manager and president of the brewery. He thought it would be temporary, but he remained at the brewery for the rest of his life, and in 1934 when he passed away, his son Alfred took over for him. He remained in charge of the brewery until 1969, when his son Warren took over for him.
This account of the Schell Brewery under Alfred Marti is from the “Land of Amber Waters: The History of Brewing in Minnesota,” by Doug Hoverson:
This portion of a history of the August Schell Brewery, from Funding Universe, mentions Alfred Marti and his role in the company:
The next generation, represented by Alfred Marti, took over brewery management in 1934 after George Marti passed away. The younger Marti added entertainment to the brewery’s local allure by establishing the Schell’s Hobo Band, which still performs in the community today. In 1969, Alfred Marti retired, passing on leadership to his son Warren.
July 5, 1862, Lewis Carroll sat down to start writing the work that would make him famous, “Alice’s Adventures in Wonderland,” which began with a story he told to his three girl companions the day before during an outing with the Reverend Robinson Duckworth, where they rowed a boat up the River Isis with the three young girls, and which they called the “golden afternoon.” The three girls were the daughters of scholar Henry Liddell: Lorina Charlotte Liddell, Alice Pleasance Liddell, and Edith Mary Liddell, ages 13, 10, and 8 respectively. The journey began at Folly Bridge, Oxford and ended five miles away in the Oxfordshire village of Godstow. During the trip Carroll, whose real name was Charles Dodgson, told the girls a story that featured a bored little girl named Alice who goes looking for an adventure. The girls loved it, and Alice Liddell asked Dodgson to write it down for her. And the rest, as they say, is history.
Beginning in the 1930s, Guinness began using Alice in Wonderland and the cast of characters from Carroll’s books in a lot of their advertising. That continued until 1959, and in addition to numerous ads, they also produced five booklets, beginning with “The Guinness Alice” in 1933, and finishing up with “Alice Versary: The Guinness Birthday Book,” which was published to coincide with their 200th anniversary in 1959. All of the booklets and advertising was done by their advertising agency, S.H. Benson Ltd., with illustrations by John Gilroy and later Ronald Ferns. A few years ago, I got a copy of Alice Versary, so here is the whole 16-page booklet.