Monday’s ad is for City Club Beer, a brand made by Schmidt’s, from 1951. It’s a beautiful illustration, by Howard Scott, a prominent American illustrator from the 1930s on. I’m not quite sure what “mellow-dry” is, but it sure seems to put a smile on these two men. I think they’ve been out working in the garden, so probably any cold beer would taste pretty good, mellow-dry or not.
Frankenmuth of Michigan also used the term “Mellow-Dry” in its labeling and advertisements in the 1940s and 1950s. It just sounds nice.
I wonder how that brew was priced, relative to Schmidt’s , which the grocery store I worked at in the 70’s sold in 6-paks of 16-oz bottles, which cost the same as a 6-pack of 12-oz Bud/Schlitz/Miller. Carling had a cheapo called Columbia back then, which we sold for a buck when Carling/Natiional/Schaefer/et al sold for $1.25. I used to refer to Schmidt’s w/o the c, m & d – it sucked compared to PBR, Ballantine, Schaefer, & Rheingold (the latter 3 of which I drank a lot of when I couldn’t afford the better stuff).