Wedneday’s ad is for Baltimore’s National Bohemian Light Beer. It ran in Life magazine in 1959. The tagline is a mouthfull: “From Chesapeake Bay land of pleasant we bring you this quality beer.” And from the insets at the bottom, the Chesapeake Bay area was also the “land of fun,” the “land of history,” and the “land of good food.”
Natty Bo. Ah, memories.
But was “light” relative to the ABV, or just to the brew’s color? No can say, as I lived in Fresno in 1959, & don’t recall any such bottle from my DC-area days (12/62-late 11/78) – Natty Bo Carling, & Ballantine’s were what the beer vendors sold @ DC Stadium (was renamed RFK in 1969).
& we all know that Miller was the first of the big breweries to promote the truly light crapola