Saturday’s ad is another one for the Pennsylvania State Brewers Association, from 1916, No. 89 in series they did from 1915-17 called “Facts Versus Fallacies.” I have no idea how many were done but some of the them are numbered into low triple digits, suggesting there were a lot of them, all in an effort to stop Prohibition from happening and win over support for beer. This ad, marked “89,” is about hoping that the new year — 1916 — will be “a year of Temperance — of Moderation!” Sadly, it wasn’t, and prohibition happened a few years later anyway. As they see it. “Temperance does not mean Prohibition — for Temperance is a self-exercise virtue whose keynote is commonsense; and Prohibition is an imposed, obligatory condition that interferes with one’s personal liberty, and whose keynote is bigotry.”
