Tuesday’s Independence Day ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Navy man is writing a letter home, reminiscing about how good those grilled steaks used to taste, along with a “refreshing glass of beer,” and lots of other little things that that help improve his morale.
Geoff Westapher says
I have been reading your bulletin for years and enjoy them. I was wondering if you know of or have any knowledge of a brewery named Fred Fisch Brewery of Rogers City, Mich.? It was part of my family and I have two glasses from it but no knowledge of it. I believe it went out of business either prior to prohibition or during it. Thanks for you help.