Friday’s ad is by the Brewing Industry Foundation, from 1945, part of a series of ads the beer industry undertook just as World War 2 was ending, after their “Morale is a Lot of Little Things” series. They were also a precursor to the “Home Life in America” series that was numbered (and which I’ve featured before), and very similar. Each ad featured an original illustration or work of art by prominent artists of the time, along with the first use of the “Beer Belongs…enjoy it!” tagline. It’s also when the UBIF started using “America’s Beverage of Moderation” in their advertising.
In this ad, entitled “Sailing in California Waters,” the scene shows sailboats filling a Bay in California, with spectators on the shore, some watching and some just eating or drinking beer and enjoying the sunny day. The painting was done by Julien Binford, who was an “American painter known for his paintings of the rural population of his neighborhood as well as for his murals” from rural Virginia.
