Brookston Beer Bulletin

Jay R. Brooks on Beer

  • Home
  • About
  • Editorial
  • Birthdays
  • Art & Beer

Socialize

  • Dribbble
  • Email
  • Facebook
  • Flickr
  • GitHub
  • Instagram
  • LinkedIn
  • Pinterest
  • RSS
  • Twitter
  • YouTube

Powered by Genesis

You are here: Home / Beers / Beer In Ads #2139: Hop … Hop … Hooray

Beer In Ads #2139: Hop … Hop … Hooray

December 28, 2016 By Jay Brooks


Wednesday’s ad is for Pabst Blue Ribbon, from 1942. It’s a fairly odd cartoon with two window washers, all in red, jumping off a building and using their buckets as parachutes, just so they get a couple of beer. The pun-filled ad is actually titled “‘DOUBLE-HOPPED’ is why it’s DOUBLE DRY .. and Double-Flavored, too!” I don’t think I realized that Pabst had made an ale, and it was called “Pabst Blue Ribbon Double-Dry Ale,” no less. The ad copy certainly suggests they were emphasizing the beer’s hop character, and then even mention the brewing process for this beer, or at least part of it. “First, you see, hops are added as usual, in the brew kettles. Then, in a unique and costly process, huge sacks of succulent young hop blossoms are suspended in the tanks as the ale ages.” I don’t know how unique that was, it sounds pretty much like dry-hopping, though maybe it was unusual in the U.S. at the time. Or could simply have been adspeak hyperbole.

Pabst-1942-double-hopped

Filed Under: Beers Tagged With: Advertising, Cartoons, History, Pabst



Comments

  1. John Ahrens says

    December 29, 2016 at 5:24 pm

    Does the can say “Genuine Dry” btwn Pabst B R and Ale (only known can like this) or “Double Dry” – or “Double Hopped” I cannot read the small text?…would be a nice discovery – and an unknown very valuable can!! Thanks, John Ahrens

Find Something

Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Recent Comments

  • Return of the Session – Beer Search Party on The Sessions
  • Scoats on Beer Birthday: Scoats
  • You're Not From Around Here - Food GPS on The Sessions
  • Mark Smith on Beer In Ads #4778: Rheingold Can Quench A Dragon’s Thirst
  • Getting Ready to Celebrate St Patrick’s Day – The Blessing of Beer | Red Panda News on Beer Saints

Recent Posts

  • Historic Beer Birthday: Joseph Schlitz May 15, 2025
  • Beer Birthday: Shaun O’Sullivan May 15, 2025
  • Beer In Ads #4969: It Deserves First Prize May 14, 2025
  • Beer Birthday: Brian Stechschulte May 14, 2025
  • Beer Birthday: Dan Carey May 14, 2025

BBB Archives

Go to mobile version