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You are here: Home / Art & Beer / Beer In Ads #2141: It’s Double-Dry

Beer In Ads #2141: It’s Double-Dry

December 30, 2016 By Jay Brooks 2 Comments


Friday’s ad is for Pabst Blue Ribbon, again from 1942. It’s another fairly odd cartoon with our two intrepid window washers, all in red, back again. This time they’re again jumping down off a building, but it must have been shorter since they’re not using buckets as parachutes. The pun-filled ad is again titled “‘DOUBLE-HOPPED’ is why it’s DOUBLE DRY .. and Double-Flavored, too!” 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, and it’s only slightly altered from the first of these I found two days ago. “Here’s how it’s DOUBLE-HOPPED to double your refreshment. 1. Hops are added in the brew kettles, the usual way. 2. Then, in a unique process, additional hops are suspended in tanks where the ale ages. Slowly, these tender young blossoms add their fragrance and flavor…giving double the tangy dryness, double the delicious aroma and distinctive flavor.” 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. But they’re not done, and end with this pun. “Hop To It and See!”

Pabst-1942-double-dry

Filed Under: Art & Beer, Beers Tagged With: Advertising, Cartoons, History, Pabst



Comments

  1. Miles says

    December 31, 2016 at 4:44 pm

    Nice work! What another great score!! The art work is by Otto Soglow who created the comic strip “The Little KIng.”

    Check it out:

    http://www.tcj.com/otto-soglow-and-the-little-king-the-silent-runs-deep/

    Happy New Year to you & yours, Jay!

    Reply
    • Jay Brooks says

      December 31, 2016 at 6:24 pm

      I know it was drawn by Otto Soglow, but I thought he’s made up the character for the ads. That’s very cool.

      Reply

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