Tuesday’s ad is for “Foster’s Lager,” from 1983. 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 the Australian rock band Men at Work, best known for their hits “Down Under” and “Who Can It Be Now?”
Archives for September 28, 2021
Today is the birthday of Frederick Schaefer (September 28, 1817-May 20, 1897). Frederick is the “F” in F&M Schaefer Brewing Co., founding it with his brother Maximilian in 1842. He was born in Wetzlar, which is part of Hesse, in what today is Germany. He arrived in New York in 1838, a year before his brother joined him in America.
Beer Magnate. He emigrated to the United States in 1838, settled in New York City, and was employed by a local beer maker. In 1839 his brother Maximilian also emigrated, carrying with him the recipe for lager, a popular brew in Germany that was then unknown in America. In 1842 the Schaefers bought out their employer and established F & M Schaefer Brewing. Lager proved popular and the Schaefer company became one of the country’s largest beer producers, with Frederick Schaefer remaining active in the company until failing health caused him to retire in the early 1890s. By the early 1900s, its customer base in the Northeastern United States made Schaefer the most popular beer in the country, a position it maintained until ceding it to Budweiser in the 1970s. The Schaefer brand continued to decline, and as of 1999 is owned by Pabst Brewing, a holding company that contracts for the brewing of formerly popular regional brands.
This is what the brewery looked like in 1842, when Frederick and his brother opened the brewery.
Below is part of a chapter on the history of F&M Schaefer Brewing Co., from Will Anderson’s hard-to-find Breweries in Brooklyn.
Longest operating brewery in New York City, last operating brewery in New York City [as of 1976], and America’s oldest lager beer brewing company — these honors, plus many others, all belong to The F. & M. Schaefer Brewing Co.
“F. & M.”, as most breweriana buffs know, stands for Frederick and Maximilian, the brothers who founded Schaefer. Frederick Schaefer, a native of Wetzlar, Prussia, Germany, emigrated to the U.S. in 1838. When he arrived in New York City on October 23rd he was 21 years old and had exactly $1.00 to his name. There is some doubt as to whether or not he had been a practicing brewer in Germany, but there is no doubt that he was soon a practicing brewer in his adopted city. Within two weeks of his landing, Frederick took a job with Sebastian Sommers, who operated a small brewhouse on Broadway, between 18th and 19th Streets. Frederick obviously enjoyed both his job and life in America, and the next year his younger brother, Maximilian, decided to make the arduous trip across the Atlantic also. He arrived in June of 1839 and brought with him a formula for lager, a type of beer popular in Germany but unheard of in the United States. The brothers dreamed, and planned, and saved – and in the late summer of 1842 they were able to buy the small brewery from Sommers. The official, and historic, starting date was September, 1842.
Sommers’ former facility was a start, but that’s all it was, as it was much too small. New York beer drinkers immediately took a liking to “the different beer” the brothers brewed, and in 1845 Frederick and Maximilian developed a new plant several blocks away, on 7th Avenue, between 16th and 17th Streets (7th Avenue and 17th Street is today, of course, well known as the home of Barney’s, the giant men’s clothing store). This, too, proved to be just a temporary move; the plant was almost immediately inadequate to meet demands and the brothers wisely decided to build yet another new plant, and to locate it in an area where they could expand as needed. Their search took them to what were then the “wilds” of uptown Manhattan. In 1849 the brewery, lock, stock and many barrels, was moved to Fourth Ave. (now Park Avenue) and 51st Street. Here, just north of Grand Central Station, the Schaefers brewed for the next 67 years, ever-expanding their plant. The only problem was that the brothers were not the only ones to locate “uptown.” The area in the 40’s, 50’s and 60’s grew rapidly all during the last half of the 19th century, and especially after the opening of the original Grand Central Terminal in 1871. Frederick and Maximilian had wisely purchased numerous lots between 50th and 52nd Streets, and by the time they passed away (Frederick in 1897 and Maximilian in 1904) the brewery was, literally, sitting atop a small fortune. Maximilian’s son, Rudolph J. Schaefer, fully realized this when he assumed the Presidency of the brewery in 1912. In that same year Rudolph purchased the 50% of the company owned by his uncle Frederick’s heirs. He thus had complete control of the brewery, and one of the first matters he turned to was the suitable location for a new, and presumably everlasting, plant. In 1914, in anticipation of its move, Schaefer sold part of the Park Ave. site to St. Bartholomew’s Church. This sale, for a reputed $1,500,000, forced Rudolph to intensify his search for a new location. Finally, in June of 1915, it was announced that the brewery had decided on a large tract in Brooklyn, directly on the East River and bounded by Kent Avenue and South 9th and 10th Streets. Here, starting in 1915, Rudolph constructed the very best in pre-Prohibition breweries. The move across the river to their ultra-new and modern plant was made in 1916, just four years before the Volstead Act crimped the sails (and sales!) of all United States breweries, new or old alike.
Today is the birthday of Alexander Rodenbach (September 28, 1786-August 17, 1869). He was a co-founder of Brouwerij Rodenbach, along with his brothers. His younger brother Pedro Rodenbach was a military officer and fought in the Battle of Waterloo. When he left the army in 1818, he married a brewer’s daughter, Regina Wauters, who was from Mechelen in Belgium. After Pedro’s father died, he and his brothers, Alexander, Ferdinand and Constantijn, bought a brewery in Roeselare. When their agreed-upon partnership ended after fifteen years, Pedro and Regina bought them out. It was originally called Brasserie et Malterie Saint-Georges. Afterward, Alexander opposed King Willem I and became a member of the National Congress, a position he held for 38 years, and for 25 years was also the mayor of Rumbeke, in Western Belgium. He also went blind as a youngster, when he was eleven, and was an advocate for helping the blind throughout his life.
This is a translation of his French Wikipedia page:
Alexander descends from a family of medieval German knights, the Van Rodenbachs. His father Jean had four sons: Ferdinand (1773-1841), Alexander (1786-1869), Constantin-Francois (? -1846) and Pierre (? -1848). Alexandre was born in Roeselare in 1786. With blindness at the age of 11, he will develop his other senses. He became the pupil of Valentin Haüy, then propagated the system of writing and teaching invented by Haüy.
In 1820, he bought a small brewery in his hometown. This brewery takes the name of Rodenbach and will last until its acquisition in 1998 by Palm Breweries. A beer tribute to the brewery is called Alexander Rodenbach in honor of the founder.
He began his political commitment around 1826 in the Catholic opposition movement against King William, notably by petitions. He earned the nickname “the blind man of Roeselare”. With his brothers Pierre and Constantin, they helped to create the “Catholic movement of the Netherlands”.
In parallel, Alexandre continues his actions with the blind by becoming involved with teaching methods and Catholic schools.
In 1830 Alexander and his brother Constantine entered politics in the Catholic and congressional movement of the Chamber of Deputies. Alexander was re-elected until May 1866.
His brothers also make less careers in politics. Ferdinand was commissioner of the arrondissement of Ypres from 1831 to 1841 (date of his death); Constantine is deputy with Alexander and then becomes ambassador to Athens; Pierre made a career in the army from 1826, when he created a corps of volunteers, up to the rank of captain.
Among his actions as a politician, he participated in the founding of the Institute of Blind and Deaf-mutes in Brussels, he manages the typhus and famine crisis of 1846-1847, he is a member of the commission Agriculture Superior of Belgium.
He died in Rumbeke in 1869. He was the burgomaster of Rumbeke from 1844 until his death in 1869.
And this is the history currently on the brewery website:
Entrepreneur, statesman, author, people’s representative, burgomaster. Unmarried. Went blind in his youth. Ran the brewery from 1821. Wrote scathing petitions against the policy of William I and in favour of freedom of speech and the press. Was instrumental in the Revolution in Roeselare in 1830 and supported his brothers Constantijn and Pedro in Brussels. Elected as a member of the Constitutional congress. As a parliamentarian, campaigned for the economic development of West Flanders, including railway and canal construction in Roeselare. Enjoyed a reputation in Europe for his books on teaching the blind and the deaf-and-dumb. Was multilingual, wrote poems and books, played the piano, was an art lover and a pragmatic revolutionary.
This biography is from the “National Biography of Belgium, XIX,” published in 1907:
RODENBACH (Alexander), politician, publicist and philanthropist, born in Roeselare, of a family originally from the Grand Duchy of Hesse, September 28, 1786, died at Rumbeke on August 17, 1869.
He was the second son of Jean Rodenbach and the brother of Ferdinand, Constantin Francis and Peter.
Alexander lost sight at the age of eleven, and it was in vain that his father, a notable merchant of Roeselare, submitted him to four operations by the best oculists of the time, including the celebrated Dubois, the surgeon of Napoleon. He was raised in Paris at the Museum of the Blind, founded and directed by Valentin Haüy. Endowed with energy and tenacity in every way, Rodenbach learned to be initiated into those arts which his unhappiness seemed to forbid him: dancing, riding and swimming. He applied himself particularly to developing the acuity of his senses, and Haüy soon counted him among his best pupils. So when King Louis of Holland asked the illustrious protector of the blind in 1807, one of his disciples to propagate his method to the school at Amsterdam, Haüy sent him Rodenbach, so much the better in this task that his knowledge of Dutch made it considerably easier for him to teach. About 1810 he returned to Roeselare, where he devoted himself to the industry and commerce of his parents. In 1828 he published his Letter on the Blind, following that of Diderot, and the following year his “Glance of a blind man on the deaf and dumb”; he later resumed this last subject in “The blind and the deaf-mute” (1853) which had two years after a second edition. a blind man on deaf-mutes “; he later resumed this last subject in “The blind and the deaf-mute” (1853) which had two years after a second edition. a blind man on deaf-mutes “; he later resumed this last subject in “The blind and the deaf-mute” (1853) which had two years after a second edition.
In 1829 Rodenbach proved, against Dewez and Barante, that it was at West Roosebeke , at the foot of the Keyaertsberg , that Philippe Van Artevelde was beaten and killed. Then he published his “Record on phonography or musical telegraphic language,” and some time after his “Historical and Geographical Notices on the City of Roeselare”.
Towards 1826, lthe Catholic opposition had redoubled its attacks against the government of King William, particularly on the laws of education. From the beginning, Alexander and Constantine Rodenbach actively collaborated with the “Catholic of the Netherlands” and contributed to the petitioning movement. “The Blind of Roeselare,” it was the name by which Alexander was designated, made this city a center of petitioning. At the first sound of the revolution, while his brother Pierre was rushing to Brussels to organize a body of volunteers, Alexander kept up the agitation inWest-Flanders. During and on the September days he went with Ferdinand to Lille, where, in concert with Bartholomew Dumortier, he summoned an assembly of the banished (September 27, 1830). While Pierre Rodenbach brought Louis de Potter back to Brussels, Alexander returned to Bruges, where he organized the revolution with Adolphe Bartels. He caused the Dutch garrison to be disbanded by his inflamed proclamation addressed to the non-commissioned officers of the army, and carried to the barracks by canvassers.
On the 4th of November, the inhabitants of Roulers sent him to sit at the National Congress, with Constantine his brother. In the following elections, he was elected deputy and bedroom until May 1866.
At the Congress, Alexander strongly supported the project of expulsion of the Nassau presented by his brother. Both voted for the Duke of Leuchtenberg, and then supported the regent’s hesitant policy. In 1831, while Constantine gave his voice to Leopold of Saxe-Coburg, Alexander refused to vote for this prince “convinced,” said he, “that he has too much honor to accept the crown under the humiliating conditions of the Holy Alliance He. More tenacious than his brother, who approved the eighteen articles, he signed the protest of 29 June 1831 and voted against the violation of the integrity of the territory. We see that Rodenbach displayed great parliamentary activity.
Later, he contributed powerfully to the erection of an Institute of the blind and deaf-mutes in Brussels, where he had his improvements adopted in the system of Haüy. As a protector of the blind and deaf-mutes, he introduced in the discussion of the communal law an amendment which obliges the communal councils to pay annually to the budget of their expenses maintenance and instruction costs for the blind and the deaf-mute indigents.
After the reorganization of the state universities at Liege and Ghent (September 27, 1835), it was Alexander Rodenbach who negotiated the translation of the Catholic university, founded at Mechelen in 1834, at Louvain (December 1, 1835). On December 27, 1841, he lost his brother Ferdinand (b. 3 May 1773), commissioner for ten years in the arrondissement of Ypres; in 1846, Constantine, ambassador at Athens; in 1848, Pierre, retired captain. These bereavements did not destroy his energy. As burgomaster of Rumbeke, he rendered immense services to the whole population of the district during the disastrous years from 1846 to 1847, when famine and typhus decimated Flanders. At bedroom, Alexander supported the abolition of the stamp of the newspapers and demanded the reduction of their port to a penny and that of the letters to ten centimes. At that time he was appointed member of the superior agricultural commission of the kingdom.
In October 1855, The Imperial Institute of the Young Blind in Paris organized a great festival in his honor, and he delivered a discourse full of encouragement to his young companions in misfortune. On August 10, 1861, he represented Belgium at the inauguration of the statue of Haüy, in Paris.
In 1858, a painful incident, which his author might have avoided, came to quarrel with Rodenbach, with one of his old friends, like himself a zealous philanthropist. J. Cappron, director of the Institute of the Deaf and Dumb in Antwerp, had composed a Flemish work, based chiefly on the work of M. de Gérando, “Memoirs on the instruction of the deaf mutes” (Paris, 1827) and had dedicated it to Rodenbach. Abbe C. Carton of Bruges thought he saw a plagiarism, and accused the author of literary insincerity in a strange letter, to which the blind man of Roeselius replied on March 30, 1858. Carton replied bitterly, insinuating that Rodenbach was unaware of these issues. Cappronintervened in the debate and proved that Carton, in his “Crowned Memory of the Academy of Belgium,” had himself borrowed much from de Gerando. The quarrel remained there.
It was also around this time that Rodenbach had a curious interview in Lille with the famous deaf-mute Jean Massieu , director of an institution for the blind in Lille.
Early the great philanthropist, who enjoyed the general esteem of his fellow-citizens, also excited the admiration of the stranger. His tenacity, his energy in misfortune, his vast intelligence had created a European fame, and visitors from all quarters came to solicit an interview with him in his modest village of Rumbeke. In 1835 he had obtained the cross and was appointed, in 1854, an officer of the order of Leopold. In the same year he received the decorations of St. Michael of Bavaria, Danebrog, Wasa, Christ of Portugal and the Rose from Brazil. The following year, Spain appointed him commander of the Order of Charles III., And the Pope created him Knight of St. Gregory the Great. In 1856 he was appointed knight of the Medjidie of Turkey, of Saint-Maurice of Sardinia, of Saint-Georges of Parma, of the Savior of Greece, of Francis I of the Two Sicilies; Napoleon III granted him the cross ofthe Legion of honor.
Alexandre Rodenbach, by his high qualities, was one of the most beautiful Belgium independent. His life will tell all the disinherited of nature what the will can do, even against the most unfortunate of infirmities. His name, inseparable from those of Haüy and Braille, will be honored like that of a benefactor of humanity.
His posthumous work, “Aide-Mémoire de l’aveugle de Roulers”, was published at Merchtem in 1870 by his nephew, Felix Rodenbach, then receiver of the recording at Ixelles (born in Roulers in 1827, living in Bruges), who wrote several books on recording rights.
The brewery began brewing a beer named for Alexander in 1986, and have subsequently brought it back from time to time:
RODENBACH Alexander was brewed for the first time in 1986 on the occasion of Alexander Rodenbach’s 200th birthday and is now back by popular demand to the delight of beer lovers here and abroad. Its aftertaste is reminiscent of a Burgundy wine and its freshness makes this beer the perfect aperitif or accompaniment to cheeses or dessert.
Today is the birthday of Gerard Adriaan Heineken (September 28, 1841-March 18, 1893). In 1864, he founded the Heineken brewing dynasty that’s still family-owned today.
This is part of the Wikipedia page for Heineken:
On 15 February 1864, Gerard Adriaan Heineken (1841–1893) convinced his wealthy mother to buy De Hooiberg (The Haystack) brewery in Amsterdam, a popular working-class brand founded in 1592. In 1873 after hiring a Dr. Elion (student of Louis Pasteur) to develop Heineken a yeast for Bavarian bottom fermentation, the HBM (Heineken’s Bierbrouwerij Maatschappij) was established, and the first Heineken brand beer was brewed. In 1875 Heineken won the Medaille D’Or at the International Maritime Exposition in Paris, then began to be shipped there regularly, after which Heineken sales topped 64,000 hectolitres (1.7 million U.S. gallons), making them the biggest beer exporter to France.
Here are some “interesting facts” about the early days of Heineken from the website First Versions:
- In 1869 Gerard Heineken decided to switch from traditional top fermentation to the Bavarian method of bottom fermentation, a totally different technique that produces a clearer, purer beer, which keeps longer.
- On January 11, 1873, Heineken’s Bierbrouwerij Maatschappij NV (HBM) was established, and Gerard Heineken was appointed President.
- A second brewery was opened in Rotterdam in 1874.
- In 1886 Dr. Hartog Elion, a pupil of the French chemist Louis Pasteur, developed the “A-yeast” in the Heineken laboratory. This yeast is still the key ingredient of Heineken beer.
And this is from the Heineken N.V. Wikipedia page:
The Heineken company was founded in 1864 when the 22-year-old Gerard Adriaan Heineken bought a brewery known as De Hooiberg (the haystack) in Amsterdam. In 1869 Heineken switched to the use of bottom-fermenting yeast. In 1873 the brewery’s name changed to Heineken’s Bierbrouwerij Maatschappij (HBM), and opened a second brewery in Rotterdam in 1874. In 1886 Dr. H. Elion, a pupil of the French chemist Louis Pasteur, developed the “Heineken A-yeast” in the Heineken laboratory. This yeast is still the key ingredient of Heineken beer.
And this longer biography is a Google translation of Oneindig Noord-Holland:
Gerard was born in Amsterdam in 1841 as the son of Cornelis Heineken and Anna Geertruida van der Paauw. He grew up with his brother and two sisters at a time when various contagious diseases were haunting the city. Many fled from run-down and impoverished Amsterdam. Gerard’s half-sister died in 1851 and his brother Adriaan, who was only eight years old, died two months later.
Gerard was a child of his time: he had a great interest in art, the history of the city and new technological developments. In 1863 Gerard had his eye on the somewhat dilapidated De Hooiberg brewery on the Nieuwezijds Achterburgwal in Amsterdam. Gerard’s move to take over the brewery was, to say the least, remarkable. The consumption of beer, still the national folk drink in the 17th century, had only declined. Preference was often given to wine, coffee, cocoa or tea and for the workers, gin and brandy were sufficient, which also had a better shelf life than beer. In addition, the quality of beer had recently deteriorated, so that the brewing industry enjoyed little prestige.
What probably appealed to Gerard was the technical aspect of brewing. It was a time when many new techniques were being developed and with that much progress was possible. In England, partly due to the steam engine, the beer industry had grown to such an extent that it was comparable to the textile industry or mining. In addition, beer was considered a blessing for public health in the Netherlands. If people wanted to move forward and regain their former prosperity, they had to drink the gin and the beer. Beer was therefore an ideal product to invest in if you had money and enough guts.
Gerard had a nose for entrepreneurship and managed to bring the beer back to the man. The switch to the so-called Beijerse or bottom-fermented beer was the first major success. Expansion soon became necessary and three years later the first stone was laid for a new factory on Stadhouderskade.
To keep up, Gerard made sure that the most modern techniques were used in the brewery. He was the first to buy a very expensive ice cream machine, which solved the cooling problems in one fell swoop. Yet the brewery is not only doing well. The international market and Paris in particular remains difficult to conquer. There was strong competition from Germany but also from our own city, where Amsterdam’s Amstel beer provided exciting times. Nevertheless, Gerard always managed to come back as the largest Dutch beer brewery.
While 1893 seemed to be a quiet year, disaster struck on March 18 for Gerard. He collapsed during a meeting, after which he died almost immediately: a heart attack. His son Henry Pierre Heineken (1886-1971) would eventually take over, but lacked business acumen and interest and did more harm than good. Fortunately, his son, the well-known Freddy Heineken (1923-2002), seemed to have inherited more of his grandfather’s talent for trade and leadership. Freddy did everything he could to get the company back into the hands of the Heinekens and would then be able to turn Gerard’s beer brand into a global brand.