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Beer In Ads #1854: Facts Versus Fallacies #98

Friday’s ad is another one for the Pennsylvania State Brewers Association, from 1917, No. 98 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 “98,” is about what current science was saying about alcohol’s benefits in 1917. “Alcohol in not too large doses, taken by the mouth, is undoubtedly burned in the body, and in this burning gives off heat which replaces equivalent energy ordinarily derived from food or body substance.” They cite the habits of the French, who apparently “regularly receive in their daily diet somewhat more energy in the form of alcohol than they do in the form of protein.”

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