Sunday’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 “Ski Trail,” the scene shows a winter scene on the ski slopes, where a large group has taken a break from skiing and is cooking hot dogs and drinking beer. The painting was done by Marianne Appel, who was an “American artist and a member of the Woodstock artists colony” from Woodstock, New York.