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 / Art & Beer / Beer In Ads #2337: Morale, Remember The Time We Taught Mary How To Bat?

Beer In Ads #2337: Morale, Remember The Time We Taught Mary How To Bat?

July 14, 2017 By Jay Brooks


Friday’s 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 U.S. Marine is writing a letter home, reminiscing about the little things he was missing from home, like a hammock in the orchard, Mom’s bean suppers — again? — and teaching Mary how to hit a baseball with a bat. Oh, and “a refreshing glass of beer.”

UBIF-1944-baseball

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History



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

  • Beer In Ads #4547: Miss Rheingold 1960 Enjoys America’s Favorite Sport - Brookston Beer Bulletin on Beer In Ads #4544: Miss Rheingold 1960 Goes Bowling
  • Mary Mauch on Historic Beer Birthday: Armin Louis Neubert
  • Wally Lamb on Beer In Ads #4510: Miss Rheingold 1959 Goes Riding
  • Ian Leisy on Historic Beer Birthday: Isaac Leisy
  • Wendy West Hickey on Beer In Ads #4482: Which One Will Be Miss Rheingold 1959 In Color

Recent Posts

  • Historic Beer Birthday: Carl Adolf Riebeck September 27, 2023
  • Historic Beer Birthday: Louis Centlivre September 27, 2023
  • Historic Beer Birthday: Frank D. Yuengling September 27, 2023
  • Historic Beer Birthday: C.L. Centlivre September 27, 2023
  • Historic Beer Birthday: Conrad Seipp September 27, 2023

BBB Archives

Go to mobile version