Saturday’s ad is for “Foster’s Lager,” from the 1970s. This ad was made for Carlton & United, who made Foster’s Lager, although it was later part of AB-InBev but more recently was sold to Asahi. It was started by two American brothers who emigrated to Australia in 1886, and started selling it in 1889. In 1907, the Foster brothers merged with four other Melbourne breweries to created Carlton & United Breweries. The Foster’s brand barely sells in Australia, but began importing to the UK and the US in the early 1970s, and thanks to very successful advertising became a popular international brand. This one features a trio at what looks like it could be a backyard barbecue with the tagline “Aaaah! Foster’s Lager. Shouldn’t every lager taste this good?”
Archives for September 18, 2021
Today is the birthday of Elmer E.L. Hemrich (September 18, 1890-January 20, 1937). He was raised in the Seattle, Washington area, and was the son of Alvin Hemrich, a prominent businessman and brewery owner in Seattle. His son worked for several of his businesses, before strking out on his own and founding Elmer E. Hemrich’s Brewery in 1935. Unfortunately, an unexpected heart attack killed him two years later, in 1937, and his brother Walter took over his brewery.
Here’s his father’s business history. In 1891, he moved to the Seattle, Washington area, and began working for breweries there and in Canada, including the Seattle Brewing & Malting Co. His brother Andrew (Elmer’s uncle) bought the Bay View Brewery in Seattle, and later Alvin bought the North Pacific Brewery (also known as the old Slorah brewery), and renamed it the Alvin Hemrich Brewing Co. in 1897. Two of his brothers soon joined him in the enterprise, and it was renamed again, this time to Hemrich Brothers Brewing Company. They did well enough that he began buying out other area breweries. When prohibition closed the brewery, they were ready, having retooled their plants for near-beer and also having divested into some other businesses. They reopened when prohibition was repealed, and two of Alvin’s sons went into the family business, too, including Elmer, but their father died just two years later.
There’s also a photograph of Alvin M. Hemrich and his son, Elmer E. Hemrich, taken around 1910 that can be seen at Brewery Gems’ biography of Alvin Hemrich, shared with him by the Hemrich family. As is typical for Pacific Northwest breweries, Gary Flynn has a thorough composite biography culled from numerous sources at his Brewery Gems website.
Today is the birthday of Louis X, Duke of Bavaria (September 18, 1495-April 22, 1545). Louis X (or in German, German Ludwig X, Herzog von Bayern), “was Duke of Bavaria (1516–1545), together with his older brother William IV, Duke of Bavaria. His parents were Albert IV and Kunigunde of Austria, a daughter of Emperor Frederick III.”
Here’s another short account of Louis X’s life:
Ludwig (Louis) X, Duke of Bavaria (Herzog von Bayern), was conjoint ruler of Bavaria with his brother Wilhelm IV (1493-1550) from 1516 to 1545. Louis was born 18 September 1495, son of Albert IV, Duke of Bavaria (1447-1508) and Kunigunde of Austria (1465-1520), a daughter of Emperor Frederick III. When his father Albert IV died in 1508, he was succeeded by his eldest son Wilhelm IV. It was Albert’s intention to not have Bavaria divided amongst his sons as had been the practice with previous successions. However, Louis became joint ruler in 1516, arguing that he had been born before his father’s edict of the everlasting succession of the firstborn prince of 1506.
Although his brother, William IV, Duke of Bavaria, wrote and signed the Reinheitsgebot, also known as the Bavarian Beer Purity Law, and later the German Beer Purity Law, Louis X as co-ruler of Bavaria also had a hand in it, and was co-signatory on the historic document.
In the Bavarian town of Ingolstadt on April 23, 1516, William IV, Duke of Bavaria wrote and signed the law, along with his younger brother Louis X, Duke of Bavaria. That 1516 law was itself a variation of earlier laws, at least as early as 1447 and another in independent Munich in 1487. When Bavaria reunited, the new Reinheitsgebot applied to the entirety of the Bavarian duchy. It didn’t apply to all of Germany until 1906, and it wasn’t referred to as the Reinheitsgebot until 1918, when it was coined by a member of the Bavarian parliament.
Today is he birthday of Henry Stuart Rich (September 18, 1841-March 18, 1929). He was born in upstate New York, but moved to Chicago as a young man, and co-founded The Western Brewer in 1876. By 1887, he and some partners bought the trade journal and was its president until his death.
This is his obituary from his own publication, The Western Brewer:
And this obituary appeared in Ice and Refrigeration in April of 1929.
Today is the 64th birthday of Jeff Lebesch. Although now retired, Jeff was co-founder, and original brewer, at New Belgium Brewing in Fort Collins, Colorado. Here’s how New Belgium explains their founding:
Our historic roots started with a bicycling trip through Belgium in 1986, when our co-founder Jeff Lebesch discovered the magic of Belgian beers spending an afternoon in a little bar called Bruges Beertje. By the end of the session sampling beers and chatting with the proprietors, Jeff had committed his brewing efforts to the playful experimentation for which Belgian brewers are famous.
Upon returning home to Fort Collins, CO, Jeff and New Belgium co-founder Kim Jordan, developed two beers in their basement: Abbey, a Belgian dubbel, and Fat Tire, a Belgian ale. Belgian-style beers in the U.S. were non-existent at the time and the beers did so well in home brew competitions that they gave it a go as commercial brewers.
At a Russian River Beer Dinner at the Cathedral Hill Hotel in 2009, clockwise from bottom left: Jeff Lebesch, New Belgium founder, his girlfriend Zia, an early employee, Peter Bouckaert, New Belgium’s current head brewer, Dave Keene and Jen Smith, and Natalie and Vinnie Cilurzo.
Jeff more recently, spending his time sailing.
And here you can listen to Jeff explain how the New Belgium brewery was started, in 2008, the 20 year anniversary of his bicycle trip through Belgium that inspired starting the business.
Today is the birthday of legendary brewer Don Barkley. Barkley’s first brewing job was as assistant brewer at New Albion Brewing in Sonoma, California, America’s first modern microbrewery back in the late 1970s. He went on to help found Mendocino Brewing, and created most of their iconic brands, like Red Tail Ale and Eye of the Hawk. In 2008, Don became the brewmaster for Napa Smith Brewery in — you guessed it — Napa, and he was been making great beer there, too, although more recently he’s retired from there. Although he’s been dragged back a little, by the gentleman who bought the Mendocino Brewing labels out of bankruptcy, who’s tapped Don to re-brew Red Tail Ale. Join me in wishing Don a very happy birthday.
Don at the SF Beer Week Opening Gala in 2010.
Don, me and Ed Davis each with a 1979 bottle of New Albion beer, that Ed was kind enough to donate, when we did a vintage tasting of beer that Don helped brew over thirty years ago.