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Beer In Ads #2383: It Takes Nerve

Tuesday’s ad is from Pabst, from 1914. Many brewers made other related products besides beer, notably malt extract, to be used primarily in cooking as an ingredient in breads and desserts and even as a tonic. According to Briess, which still offers it today. “What is Malt Extract? Malt can be further processed to produce liquid or dried sweeteners called Malt Extracts.” They were essentially “the original starch- or grain-based sweetener.” Many brewers survived prohibition making malt extract, both for legal uses and for homebrewing, but Pabst was making and advertising decades before. In this ad, an old biplane makes the point that you need nerve to do many things in life. But when your nerves start to fray, Pabst Malt Extract “Brnhs the Roses to Your Cheeks.”

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