Beer In Ads #4989: You’ll Like Pickwick Bock Beer

June 5, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Thursday’s ad is for Pickwick Bock Beer. The ad was published on June 5, 1951. The brewery was the Haffenreffer Brewery of Boston, Massachusetts, which was originally founded in 1870. It was located in the Jamaica Plain area of Boston, and today the site of the brewery is where the Boston Beer Co. operates one of its breweries. This ad ran in The Boston Globe, of Boston, Massachusetts.

Beer In Ads #4988: Pearl Bock Beer Is Here!

June 4, 2025 By Jay Brooks

Wednesday’s ad is for Pearl Bock Beer. The ad was published on June 4, 1959. This one was for Pearl Brewing Co. of San Antonio, Texas, which was originally founded in 1883. This ad ran in The Brazosport Facts, of Brazoria County, Texas, which is part of the greater Houston area.

Historic Beer Birthday: Frank Leonard Eppig

June 4, 2025 By Jay Brooks

eppig
Today is the birthday of Frank Leonard Eppig (June 4, 1864-February 11, 1923). He was born in Brooklyn, New York, and was the son of Leonard or Leonhard Eppig, who owned the Leonard Eppig Brewing Co., but traded under the name Germania Brewery. When his father died, his sons, including Frank as president, continued running the brewery until it was closed down by prohibition in 1920. Frank died in 1923, but the rest of the remaining family reopened the brewery after repeal, but in 1935 sold it to George Ehret Brewery.

Zimmerman’s Saloon, located at the corner of Graham Ave and Moore Street, in Williamsburg, New York, in 1877, advertising that they carried Leonard Eppig beer.

I’ve been unablt to find any photos of Frank, or much information, but this is Eppig’s obituary from the Brooklyn Daily Eagle, for February 13, 1923:

Recently, a descendant of the Eppig family opened a craft brewery in San Diego, which they named Eppig Brewing, and included this infographic in their website:

Historic Beer Birthday: August Schmid

June 4, 2025 By Jay Brooks

Today is the birthday of August Schmid (June 4, 1843-June 4, 1889). He was born in Switzerland, emigrated to the U.S., and in 1850 with a partner, Emanuel Bernheimer, he founded the Constanz Brewery on East 4th Street near Avenue B, and a couple of years later, Bernheimer and a different partner, James Speyers, started the Lion Brewery on Columbus Ave, between 107th and 108th Streets in Manhattan, next door to the beer garden at the Lion Park, and indeed it is sometimes referred to as the Lion Park Brewery. The business was reorganized in 1868, and August Schmid also became a partner in the Lion Brewery, and by 1890 its official name was the Bernheimer & Schmid Brewery, though they continued to trade under the Lion Brewery name. In 1895, it was the sixth-largest brewery in the U.S. After 1903, it was called the Lion Brewery of New York, presumably to avoid confusion with the many other breweries with Lion in their name. Lion survived prohibition but closed for good in 1942.

This is the beginning of Schmid’s obituary from the New York Times, but it’s oddly only available to subscribers.

August Schmid of the firm of Bernheimer Schmid, proprietors of the Lion Brewery, died early Monday morning at the Hotel Royal after an illness of three days with pneumonia.

This is about the brewery from Wikipedia:

Shortly after immigrating to the United States, Swiss-German August Schmid and Emanuel Bernheimer founded the Costanz Brewery at East 4th Street near Avenue B in 1850. The brewery produced a lagered beer, a favorite among German immigrants. By 1852, they built a second Costanz Brewery at Four Corners in Staten Island, home to a large German community. Five years later, Bernheimer became the partner of another German immigrant, James Speyers and founded the Lion Brewery in 1857 in Manhattan Valley.

A group of Catholic Bavarians helped build the Lion Brewery. When it was built, they held masses in the Brewery on Sunday mornings.

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At its peak, the Lion Brewery occupied about six square city blocks, from Central Park West to Amsterdam Avenue and from 107th to 109th Street. At the time Manhattan’s Upper West Side was an open area with inexpensive land housing, many public institutions and an insane asylum. There were about five to ten thousand living in shanties after being displaced by the creation of Central Park in 1859. Consequently, with the brewery and surrounding areas, the Upper West Side failed to increase its real estate value until the early twentieth century.

In 1862, a $1 tax on each barrel of beer hurt small brewers but not Lion. The anti-saloon movement in the late 19th and early 20th century encouraged Lion to clean up its own saloons. Lion Brewery got caught up in a wave of mergers and closings among some of the smaller New York Brewers in the early 1940s which continued until 1941, when the business closed. The brewery (including the canning facilities) was auctioned off on August 26, 1943. The plant was demolished in 1944 and more than 3,000 tons of steel were taken from the original brewery structure and recycled for the war effort.

After the Brewery was knocked down the lot was paved over with cinders. On Sundays, after the war, returning World War II Veterans formed a Softball League and played almost every Sunday afternoon. Home plate was located near 107th street and Columbus Avenue. Today, apartment houses occupy the Lion brewery’s former location.

Around 1860, the brewery published a pamphlet titled “Observations on Brewing and Beer: With an Analysis and Scientific Testimony Relative to the Lager Beer of the Speyers’ Lion Brewery.” The pamphlet had a short history of the different kinds of beer, and an analysis showing that their lager beer was pure. The pamphlet also included some great line drawings of the brewery complex.

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And here’s another story from Rusty Cans:

In 1850 recent Swiss German immigrants August Schmid and Emanuel Bernheimer founded the Costanz Brewery at East 4th Street near Avenue B. The brewery specialized in lagered beer, a favorites among their fellow immigrants. By 1852, their success encouraged them to build a second Costanz Brewery at Four Corners in Staten Island, then home to a large German immigrant community. Eight years later, Bernheimer became the partner of another German immigrant, James Speyers, in his Lion Brewery, established in 1857.

The Lion Brewery, depicted here, occupied a site bounded by what are now Central Park West and Amsterdam Avenue and extending from 107th to 109th Streets. The background view includes Central Park, with a glimpse of the Blockhouse, a relic from the War of 1812. (The Church of the Ascension is there now, built with the brewery’s help in the 1890s). During this period Manhattan’s Upper West Side was a relatively open area offering inexpensive land and it accommodated numerous public institutions including an insane asylum. Also clustered in the neighborhood were the shanty homes of between 5-10,000 thousand people displaced by the formal opening of Central Park in 1859. The combination of shanties, public institutions, and such foul-smelling industries as breweries explains why the Upper West Side failed to develop the real estate value of other areas bordering Central Park until the early twentieth century.

Late in the life of the Lion Brewery, it became involved in a number of mergers and acquisitions, eventually becoming The Greater New York Brewery, Inc.:

Lion brewing got caught up in a wave of mergers and closing among some of the smaller New York Brewers in the early 1940s. In late 1940, the Fidelio Brewing Co., located at 1st Ave. between 29th and 30th Streets., closed. However, on November 15, 1940, it reopened business as the Greater New York Brewery, Inc. In December 1940, the Greater New York Brewery merged with the Horton Pilsener Brewing Co., which was located at Amsterdam Ave. and 128th Street. Horton Brewing President Alex White became a director of Greater New York Brewery and they continued producing previous Horton products. In January 1941, the Greater New York Brewery merged with City Brewing Corporation of Queens. In February of 1941, Horton, as part of Greater New York Brewery, closed its doors. On April 9, 1941, City Brewing Corporation, as part of Greater New York Brewery, temporarily had its license canceled because of illegal merchandising in the form of gifts to retailers. (It apparently reopened at a later date.)

In May of 1941, Greater New York Brewery, Inc. acquired the Lion Brewery. It was the only brewery of the four that merged that had facilities to package beer in flat top cans. But by February of 1942, the Lion Brewery was closed and put up for sale. There being no buyers, the brewery (including the canning facilities) was auctioned off on August 26, 1943. In 1944 over 3,000 tons of steel were taken from the original brewery structure and recycled for the war effort. In April, 1946, the Greater New York Brewery, Inc. became known as the Greater New York Industries. This entity remained in operation until 1950.

For its short lifetime the former Lion Brewery continued to produce beer in cans labeled as products of the Greater New York Brewery. The two flat tops produced are scarce, but not truly rare. However, during its short life span, the Greater New York Brewery also produced a very rare crowntainer and two rare quarts containing Lion beer and ale. There are only 3 of the Beer quarts known today and the Ale is not much more common. Another rare Lion can, a Lion Pilsner, was produced by Pilsner Brewing in New York in the 1940s, but I do not yet know this company’s relationship to the original Lion Brewing. Today, apartment houses occupy the Lion brewery’s former location.

Historic Beer Birthday: David & Louis Kuntz

June 4, 2025 By Jay Brooks

Today is the birthdays of both David Kuntz (June 4, 1819-July 11, 1892) and Louis Kuntz (June 4, 1852-October 8, 1891). David Kuntz was born in Wiesbaden, Hessen, Germany, but moved to Waterloo City in Ontario, Canada, opening the Spring Brewery in 1844, though it was later renamed the Louis Kuntz Park Brewery. His son, Ludwig “Louis” Kuntz was born in Waterloo, Ontario, and work with his father at the family brewery, though passed away a year before his father, and the business passed to David’s grandson, and Louis’ son, David C. Kuntz. Shortly after David C’ Kuntz’s passing, in 1930, Canadian Breweries Limited, which had originally been “named Brewing Corporation of Ontario,” was created “by merging The Brading Breweries Limited, an Ottawa company Taylor had inherited from his grandfather, Capital Brewing of Ottawa, and Kuntz Brewery of Waterloo, Ontario.” In 1977 Carling Brewery was purchased by Labatt Breweries of London, but the Waterloo plant was closed by 1993 and all the buildings on the site had been demolished.

David Kuntz was a pioneer brewer who helped establish Waterloo as a centre for quality beer making by undertaking every aspect of the business himself. It is written that Kuntz, a cooper as well as a brewer from Germany, made the barrels himself, brewed the beer, and actually made the bricks for the brewery he eventually built. In the 1830s, Kuntz brewed his beer in an old wooden washtub during the day and made his way around the county at night, selling it from a wheelbarrow. He hid his cash from the beer sales in an empty keg to avoid being robbed. By the early 1840s, Kuntz had enough capital to purchase a brewery hotel from Christopher Huether. The building still stands at the corner of King and Princess Streets and is now known as the Huether Hotel and Lion Brewery.
The 1861 census shows that Kuntz, aged 41, used 3,000 bushels of barley and 1,000 bushels of hops that year at a value of $1,700. He produced 12,000 gallons of beer, valued at $2,400. The pioneer, who had emigrated from Wiesbaden, Germany, now had two male employees who were each paid a monthly salary of $36. He also had one female employee who was paid $11.50 a month. The enumerator, who recorded the census information, commented that Kuntz made “the best beer in the country as far as the judgment of the Enumerator extends. The Brewery, Cellars, and House are of first quality.”
On a personal note, the census shows he was married to Magdelina, twenty-eight, who was also from Germany. At that time, they had four children – Ludwig, Henry, Catherine and Charles between the ages of two and eight. The couple went on to have thirteen children.

The Kuntz family lived in a two-story brick house and had two “pleasure carriages,” along with four horses, twelve cows and twelve pigs. The value of the animals was $560. His new brewery prospered and was called Spring Brewery because it used water from a spring on the property. In the early 1870s, his son Louis took over, renaming it L. Kuntz’s Park Brewery. Louis Kuntz, who was married to Theresa Bauer, died at a young age in the early 1890s, forcing his brothers-in-law Frank and Aloyes Bauer, to take over operations. At the time of his death, his own three sons were still children. In 1910, Louis Kuntz’s sons were old enough to take over the brewery and David Jr. became president, incorporating the business and calling it Kuntz Brewery Ltd. His brothers William and Herbert were also involved in the business. David Kuntz Sr. had
died in 1897.

Employees of the Kuntz brewery in 1894. I suspect one of the mustacheo’d gentlemen may be Louis, but I’m not sure which one.
By the time of the First World War, the Kuntz Brewery was selling 90,000 barrels of beer every year and, in Ontario, was second in popularity only to Toronto’s O’Keefe brew. The Kuntz family also owned hotels including the Alexandra House in Waterloo, and the Opera House in Hamilton. After years of prohibition, the Kuntz family was dealt a fatal blow when the federal government won a tax suit valued at $200,000. By October, Toronto’s beer magnate E.P. Taylor took control of the million dollar plant for the price of simply paying the suit. In 1936, Carling Breweries Ltd. of London, Ontario joined Kuntz, calling the business Carling-Kuntz Brewery Ltd. With the outbreak of the Second World War, the name Kuntz was dropped for sounding “too German” along with the well-loved brews Culmbacher, Bohemian and Olde German Lager. In the mid-1970s it became Carling O’Keefe and a few years later the business was sold to Labatt Breweries of London.
The Labatt brewery in Waterloo was demolished in 1993, but the Kuntz beer that started out in an old washtub, will be remembered by some as “the beer that made Waterloo famous.”

This is from “Brewed in Canada: The Untold Story of Canada’s 350-year-old Brewing Industry,” by Allen Winn Sneath:

And this account, written in 2016, is by Rych Mills for the Waterloo Region Record:

No one alive can remember the taste of “Old German Lager” from Kuntz Spring Brewery (I don’t mean the 1988 re-brew by Labatt). Nonetheless, Kuntz fascination continues and its ephemera are fervently sought by brewerianists — collectors of brewery items.
In the 1830s, while still a teenager, David Kuntz came with older brother Jacob from the German Duchy of Nassau. After a few years working as coopers in Doon, they moved north to slightly larger Waterloo, which boasted maybe 200 inhabitants.
A much-quoted anecdote says David made the bricks that helped build his first brewery; made the barrels that contained the beer; and made the wheelbarrow that helped him deliver the beer.
David and Jacob’s initial brewing began around mid-century on Princess Street at the rear of Wilhelm Rebscher’s original Waterloo brewery (now the Huether Hotel site). They next built a small malting building near Erb and Queen (later renamed Regina) behind Bowman’s Hotel. Then, in the early 1860s, the brothers began constructing a full brewery at King and William streets. A fine flowing spring lured them to that corner and by 1865 the new brewery was in full production using hops and barley the brothers grew themselves. They named it Kuntz Spring Brewery. Jacob Kuntz soon expanded the Kuntz brewing empire; he moved to Carlsruhe, opened Lion Brewery and thus helped to begin Bruce County’s brewing industry.
David Kuntz seems the type of entrepreneur who is never fulfilled. In 1870, aged 50, he turned the business over to son Louis who renamed it L. Kuntz Park Brewery, using the decorative green space in front of the brewery as the company’s trademark. In the meantime, David briefly moved to Hamilton to set up son Henry’s Dominion Brewery.
Returning to Waterloo, David kept busy. He served on council during 1876 when the village became a town and erected a modern hotel, the Alexandra House, kitty-corner from the brewery.
Louis Kuntz died, aged 39, following an appendectomy in 1891. His children were still young so brother-in-law Frank Bauer, also a brewer, took over. Then David Kuntz died in 1892. Bauer’s own 1895 passing began an almost unbelievable sequence of deaths in the brewery’s management. However, business success continued and in 1910 David Kuntz Jr., Louis’ son, took over. He also died young, 38, in 1915 so his two brothers, Herbert and William stepped in.
The First World War, Prohibition and a huge 1929 lawsuit loss resulted in the Kuntz name starting to fade from the brewing business.
E.P. Taylor bought the struggling firm in 1929, wrapping it into his brewing empire. During the Depression, the name changed from Kuntz Breweries to Kuntz-Carling to Carling-Kuntz and finally, during the Second World War, to just Carling. The brewing site at King and William later operated under the O’Keefe and Labatt banners.
What remains of the Kuntz legacy?
For nostalgists, highly collectible Kuntz beer trays, bottles, bottle caps, labels, advertising, Kuntz 1920s soft drink bottles, etc. Two Waterloo houses built by David are historically designated: the 1880 Kuntz-Eckert House at 156 King St. S. and the 1885 Kuntz-Labatt House at 167. In southeast Waterloo, Kuntz sounds echo daily through the neighbourhood — one of the 1902 bells at St. Louis Roman Catholic Church is a bequest from David’s will and is named Magdalena for his wife.
A myth surrounding the Kuntz early years claims streets such as Caroline, William, Mary and John were named after David’s children. A nice idea but those names appear on a map published in 1855 before all but two of the Kuntz children were born. In addition, David and Magdalena did not have children named William, Mary or John.
However, from the couple’s dozen-plus children, a large clan of Kuntz family members still lives in Waterloo Region. The Kuntz name in business carries on with Kuntz Electroplating (KEI) started in 1948 by Oscar Kuntz, son of David Jr. and great-grandson of David.

Beer In Ads #4986: Cascade Bock Beer

June 2, 2025 By Jay Brooks

Monday’s ad is for Cascade Bock Beer. The ad was published on June 2, 1918. This one was for Vancouver Breweries Ltd., of Vancouver, British Columbia, which was originally founded in 1902 by a merger. This ad ran in The Vancouver Sun, of Vancouver, British Columbia, Canada.

Historic Beer Birthday: Thomas Carling

June 1, 2025 By Jay Brooks

carling
Today is the birthday of Thomas Carling (June 1, 1797-February 17, 1880). He was born in Yorkshire, England but emigrated to Canada, settling in London, Ontario, in 1818, where he founded what would become the Carling Brewery in 1840.

This biography is from Find-a-Grave:

Son of William and Margaret Carling of Etton. Wishing to find his fortune in a young country he sailed from Hull on May 17, 1818 for Canada. (Since there was not much opportunity for tenant farmers in England, many of the young farmer sons left to be successful elsewhere.)
The interesting journey was recorded by his son, Sir John Carling, and is included in the hard-bound book by George P. DeKay, available in the London Room at the London Public Library.
Thomas arrived at his new farm in London township in 1819 and began the long job of clearing the land of trees and building a log cabin. The location was lot 14, concession 8 however in 1824 he moved to a farm further south at lot 26, con. 6, nearer to his in-laws.
About 1839 he moved from the farm into the town of London (Pall Mall and Colborne streets location). It is said that he felt his three surviving sons would receive a better education there.
The origin of CARLING BREWERY is Thomas Carling and London, Ontario. Since he had move time after moving to a town setting, Thomas began brewing beer likely similar to the recipes of home-brewed English beer. The beer was a popular refreshment for the British soldiers who were stationed nearby at the British garrison. It was not long before sons William and John persuaded their father to turn the business over to their management and control. The company was named “W. & J. Carling Ltd.” In 1882 the “Carling Brewing and Malting Co. of London Ltd.” was formed with John as its president. Later the business expanded throughout Canada, the United States, Europe and beyond. The business remained in the family for about 100 years.
Thomas married Margaret Routledge on Oct. 6, 1820. The two had to be married by a Justice of the Peace because in 1820 there was no Church of England minister in the area. This marriage was the first in the newly formed township for a non-native couple. In order to legalize a marriage, it was necessary to post, in three locations, a document signed by the JP in question, the three places being a mill door, a distillery door and on a large tree at a public crossroads.

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And this short history of the Carling Brewery is from their Wikipedia page:

The history of Carling dates back to 1818, when Thomas Carling, a farmer from the English county of Yorkshire, and his family settled in Upper Canada, at what is now the city of London, Ontario. He brewed an ale which became popular, and eventually took up brewing full-time. The first Carling brewery had two kettles, a horse to turn the grinding mill and six men to work on the mash tubs, and Carling sold his beer on the streets of London, Ontario from a wheelbarrow.
In 1840 Carling began a small brewing operation in London, selling beer to soldiers at the local camp. In 1878 his sons, John and William, built a six-story brewery in London, which was destroyed by fire a year after opening. Thomas Carling, shortly after helping to fight the fire, died of pneumonia.[citation needed]
William and John took over the company, naming it the W & J Carling Brewing Co. John Carling died in 1911 and the company changed hands numerous times since. It was acquired by Canadian Breweries Limited, which was eventually renamed Carling O’Keefe, which merged with Molson, which then merged with Coors to form Molson Coors Brewing Company.

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This plaque for Carling is in Yorkshire, England, dedicated in 2000:

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This short brewery history is from the Carling website:

Carling’s British roots trace all the way back to the Yorkshire village of Etton, little known, but forever in the hearts of Carling as the birthplace of our namesakes, William Carling and his son Thomas. Inheriting his father’s passion and skill for brewing, a 21-year-old Thomas emigrated to Canada taking his father’s Yorkshire beer recipe, which on arrival in Canada he used to brew privately for admiring family and friends. The township Thomas settled in soon became an Imperial Army post where the thirsty soldiers became fans of the Carling family’s Yorkshire brew. In 1843 he built his first commercial brewery, only for his sons William and John to take up the baton soon after, and begin producing lager for the first time in 1869, sewing the first seeds of Carling’s refreshingly perfect pint.

And this is a portion of a history written by Cecil Munsey in 2003, entitled “Carling Black Label Beer in the White Bottle:”

Canada-Club-Lager-Beer-Labels-Carling-Brewing--Malting-Co

Beer In Ads #4984: Daufer’s Celebrated Bock Beer

May 31, 2025 By Jay Brooks

Saturday’s ad is for Daufer’s Celebrated Bock Beer. The ad was published on May 31, 1909. This one was for Daufer & Co., which was located in Allentown, Pennsylvania from 1860 until 1938, although it was known by a variety of names over that time period. This ad ran in the Allentown Democrat, also of Allentown, Pennsylvania.

Historic Beer Birthday: Adolph G. Bechaud

May 30, 2025 By Jay Brooks

Today is the birthday of Adolph G. Bechaud (May 30, 1840-March 5, 1919). He was born in Rheinpflz, Germany, but emigrated with his parents in 1850, when he was ten, settling in Fond du Lac, Wisconsin. In 1871, along with two of his brothers, Frank and Jean (a.k.a. John), founded the A.G. Bechaud Brewery, which was also known as the A.G. Bechaud & Bros. Brewery and later, beginning in 1875, traded under the Empire Brewery name, before returning to Bechaud Brewery when it reopened after prohibition ended, before closing for good in 1941.

This obituary is from Bechaud’s Find-a-Grave page, on originally ran on the front page of the Fond du Lac Daily Commonwealth, Wednesday, March 5, 1919:

ADOLPH G. BECHAUD DEAD; LEADER IN BUSINESS CIRCLES. End Comes to Interesting and Active Life. WAS CAPTAIN IN CIVIL WAR. Fond du Lac Banker, Capitalist and Manufacturer Succumbs at Age of 79. Captain Adolph G. Bechaud; vice president of the Commercial National Bank since its organization, veteran of the Civil War, and a man whose business energy and integrity has left a deep impression upon the life of Fond du Lac, died at 4:30 o’clock this morning at the family residence 457 West Eleventh street. his illness has been of about four weeks’ duration, though for some months past there has been a noticeable lack of that interest and activity which has always been characteristic of him. Mr. Bechaud was born May 30, 1840, in Dirmstein, Germany, and came to the United States in 1853, settling in Fond du Lac with his parents. The outbreak of the Civil War found Mr. Bechaud, then a young man just turning his twenties, ready and willing to serve. On October 29, 1861, he volunteered at Chicago and was assigned to Company B of the Thirteenth Illinois Cavalry. At the age of 23 he was advanced from rank of sergeant to that of first lieutenant. He was commissioned as such January 6, 1863. His command was detailed for duty in the western theater of the war, being engaged largely in scouting work in Missouri, Mississippi and Arkansas. On Oct. 19, 1863, he was advanced to the rank of captain taking command of Company B, of the Thirteenth cavalry and serving as such in the later campaigns of the war, and being in command on his discharge from the service at the close of the war. Capt. Bechaud served under Generals Davis, Carr and Steel. In 1864 he took his discharge and came back home to take the duties of civil life. He became associated with Paul Hauser who conducted one of the pioneer breweries of the county on the ledge east of the city. Here Mr. Bechaud learned the fundamentals of the business which was later to become his life work. In 1871 he joined his brothers in the organization of the Bechaud Brewing company, taking the office of president which he has continuously held. On June 6, 1870 he was married to Miss Elizabeth Kramer, then of the town of Taycheedah. Mr. Bechaud leaves in addition to his wife, the following children: Mrs. F.W. Orth, Mrs. H.T. Schmidt, August Bechaud, Mrs. John P. Kalt, Adolph Bechaud, Jr., and Mrs. W.W. Petrie, also six grandchildren, Adolph V. Orth, Charlotte Venne, Robert Bechaud, Ross Petrie, Marcia Petrie and Audrey Bechaud. He is also survived by two brothers; J.B. Bechaud of this city and Armand Bechaud of Chehalis, Wash. Mr. Bechaud was a man of keen business judgment, an indefatigable worker, one who stood unflinchingly by the accepted honorable principles of business dealing. His energy interest and desire that everything should be attended to in a business like way was characteristic of him. He was one of the moving spirits in the organization of the Commercial National bank, and his counsel was often sought and always relied upon in matters requiring decision that would be unerring. In business and social circles he will be missed by a wide circle of friends. Socially he was a member of the Elks and Edwin A. Brown Post No. 130 G.A.R. While plans for the funeral are not fully determined, it is probable that the service will be held Friday afternoon at the residence.

And this obituary ran on page 1 of the Fond du Lac Daily Reporter, Wednesday, March 5, 1919:

CAPT. A.G. Bechaud. Born May 30, 1840 Died March 5, 1919. CAPT. BECHAUD EXPIRES AFTER LONG ILLNESS. Brewing Co. Head and Bank Officer Dies at Home on West Eleventh St. VETERAN OF THE CIVIL WAR. Captain Adolph G. Bechaud, aged 79, president and one of the founders of the Bechaud Brewing company, vice-president and director of the Commercial National bank and one of the city’s most prominent residents died at 4:30 o’clock this morning at his home, 457 West Eleventh street, after a lingering illness. Mr. Bechaud was taken seriously ill about four weeks ago and since then has been confined to his bed. His condition gradually grew worse until this morning, when the end came peacefully. The deceased was born in Dirmstein Germany, on May 30, 1840, and when thirteen years of age came to the United States with his parents. The family settled in Fond du Lac county in 1853 and Mr. Bechaud had resided in this vicinity practically ever since. When the civil war broke out, Adolph G. Bechaud was one of the first Fond du Lac county young men to join forces. He enlisted as a private in the Thirteenth company of the Illinois Cavalry at Chicago, Ill., on October 29, 1861. He was commissioned as a first lieutenant on January 6, 1863 and on October 19, 1863, was promoted to rank of captain. He commanded the Thirteenth company and did scouting work under Generals Davis, Carr and Steele in the states of Missouri, Mississippi, Arkansas and Louisiana. He was mustered out of the service December 31, 1864. After the war Captain Bechaud returned to Fond du Lac county and for sometime was employed at the Hauser Brewery at Taycheedah. When the Hauser Brewery burned, Mr. Bechaud came to this city and was one of the founders of the Bechaud Brewing company. The present brewery on West Eleventh was built in 1872 and has been in operation since that time under the direction of Captain Bechaud and his brothers. He served as president of the brewing company for many years. The deceased had been a director of the Commercial National bank for several years and a few years ago was chosen vice-president of the institution. he was a member of the Fond du Lac lodge N. 57 B.P. O. E. and also the G.A.R. Although he never held a public office, Mr. Bechaud has always taken an active interest in public affairs. Mr. Bechaud was married to Miss Elizabeth Kraemer in Taycheedah on June 16, 1870. Besides a widow, Mr. Bechaud leaves four daughters, Mrs. F.W. Orth, Mrs. A.H.T. Schmidt, Mrs. P. Kalt, and Mrs. W.W. Petrie, all of this city, two sons, August Bechaud and Adolph Bechaud, Jr., and six grandchildren, Adolph Orth, Charlotte Venne, Robert Bechaud, Ross Petrie, Marcia Petrie and Audrey Bechaud. he also leaves two brothers, J.B. Bechaud of this city and Armand Bechaud of Washington, D.C. The funeral will be held at 2 o’clock Friday afternoon from the residence, 457 West Eleventh street and interment will be held at Rienzi cemetery.

Adolph-G-Bechaud-and-wife — Adolph and his wife, Elizabeth Kraemer Bechaud.

This history of the Bechaud Brewery is from Oshkosh Beer’s post “An Illustrated History of the Brewing Industry in Fond du Lac.”

In 1871, Fond du Lac’s most successful brewery was opened at 515 Main Street by the brothers Frank, John and Capt. A.G. Bechaud. Formed during the presidency of Ulysses S. Grant, their brewing company also set the standard for longevity among Fond du Lac beer makers, surviving until 1941, when Franklin Delano Roosevelt began his third term in office.

The Bechaud brothers, all born in Bavaria, started brewing at their Main Street location but they also bought lakeshore property on Lake Winnebago just northwest of the city limits, where they envisioned locating their permanent brewing empire. However, the beachfront brew-house was not to be. Instead, in 1873, the Bechauds opened their new large brewery on Eleventh Street, just west of Hickory Street.

The Bechauds also maintained a Main Street address. Their “sample room” gave people a chance to enjoy the freshest beer the company had to offer. The most popular brand produced by Bechaud, “Empire” was bottled and sold in various cities. Their other beers included “Műnchner” and “Pilsener.” In all, the company sold an average of 15,000 barrels of their beers annually.

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Historic Beer Birthday: John Gilroy

May 30, 2025 By Jay Brooks

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Today is the birthday of John Gilroy (May 30, 1898-April 11, 1985). While not a brewer or even brewery owner, he was nonetheless at least partially responsible for the success of Guinness with his iconic advertising that he created for them beginning in 1928.

Here’s his entry from Wikipedia.

“Born in Whitley Bay, Northumberland, England, Gilroy attended Durham University until his studies were interrupted by World War I, during which he served with the Royal Field Artillery. He resumed studying at the Royal College of Art in London, where he remained as a teacher. He taught at Camberwell College of Arts.

In 1925, he gained employment at S.H. Benson’s advertising agency, where he created the iconic advertisement art for Guinness featuring the Zoo Keeper and animals enjoying Guinness. He worked with Dorothy L. Sayers. He was also an accomplished portrait painter, numbering Royalty, Politicians, Actors and many others amongst his sitters. He worked in his large studio at 10 Holland Park, London, the former home and studio of Sir Bernard Partridge. He was a long-standing and much loved member of the Garrick Club, where he was created a Life Member and Chairman of the Works of Art Committee 1970-1975. He was awarded and Honorary MA by Newcastle University in 1975, and was made a Freeman of the City of London in 1981.”

The Guinness Collectors Club has a more thorough biography:

John Gilroy (1898-1985) was a superb natural draughtsman and a versatile illustrator and artist who produced advertsising material, portraits, landscapes, murals and greeting cards.
Born on the 30th of May 1898 at Whitley Bay, Newcastle upon Tyne, he was one of a family of eight (five boys and three girls), born to John William Gilroy and his wife Elizabeth. William Gilroy was a marine landscape painter and technical draughtsman and it was obvious from an early age that John junior was going to follow in his footsteps. The young John practised copying cartoons from Punch and took on all kinds of work to pay for drawing materials. From the age of fifteen he was a cartoonist for the Evening Chronicle, Newcastle, commissioned to produce cartoons of well-known entertainers who played the Newcastle theatres.
John attended Sandyford School followed, in 1909, by Heaton Park Road Upper School. At this date his family was living at 25 Kingsley Place. In June 1912, he left Heaton Park and, having attained his drawing certificate, won a scholarship to Armstrong College Art School, Durham University to study under Professor K.G. Hatten.
The First World War interrupted Gilroy’s studies and he served with the Royal Field Artillery in France, Italy and Palestine. In September 1919 he resumed his studies taking a place at the Royal College of Art, London (RCA). During his time there he produced illustrations for the college student magazine and occasionally played in goal for the college football team. In 1920 he attained his Board of Education certificate and the RCA diploma in decorative painting. His work was also rewarded through scholarships and prizes, winning, in 1919, the North Lordbourne prize for composition and, in 1921, the college drawing prize and the British Institute Scholarship for decorative painting. In 1922 Gilroy won an RCA travelling scholarship in mural painting having missed the Prix de Rome by only one vote.
Gilroy graduated from the RCA in July 1923 but stayed on there until 1925 as a teacher. From 1924 to 1926 he also taught drawing from the figure in the evenings at the Camberwell School of Art. In 1924 he married Gwendoline Peri-Short who had been a fellow pupil at the RCA and three years later they had a son, John.
In 1925 Gilroy embarked on his long association with the advertising agency S H Benson Ltd (Benson’s). Although Benson’s was the first advertising agency for whom Gilroy worked as an in-house artist, he had already proven himself in the commercial art sphere. His earliest known piece of commercial art, dating from 1920 when he was still a student, was for a promotional leaflet for the Mangnall-Irving Thrust-Borer commissioned by the Hydraulic Engineering Co.
Gilroy’s early work at Benson’s is reputed to have been on campaigns for Skipper Sardines and Virol. During his time there he also worked on campaigns for Bovril, Macleans and Monk & Glass Custard. His first significant assignment was the Mustard Club campaign for Coleman’s of Norwich, on which he worked with fellow artist William Brearley and copywriters Oswald Greene and Dorothy L Sayers. Between 1926 and 1933 the pens of Gilroy and Brearley brought eccentric characters like Baron de Beef, Signor Spaghetti and Miss Di Gester to life on bill boards and in magazines everywhere.
In 1928 Benson’s won the Guinness advertising account and Gilroy became involved with the product with which his work is most closely associated. Gilroy’s first known Guinness poster was produced in 1930. Working with copywriters like Ronald Barton and Robert Bevan, Gilroy produced more than 100 press advertisements and nearly 50 poster designs for Guinness over 35 years. He is perhaps best remembered for his posters featuring the girder carrier and the wood cutter from the Guinness for Strength campaigns of the early 1930s and for the Guinness animals. The animals, including a lion, toucan, gnu and kangaroo, appeared, with their long-suffering zookeeper, on posters, press advertisements, show cards and waiter trays from the 1930s to the 1960s.
Gilroy continued to produce Guinness advertisements well into the 1960s even though he left Benson’s employment as an in-house artist in the 1940s to continue freelance work.
During the 1920s and succeeding decades commercial art was not Gilroy’s sole occupation; he began to build his reputation as a painterboth of portraits and landscapes. One of his earliest portrait commissions was to paint the future Edward V111 for the Royal Mid-Surrey Golf Club, of which Gilroy was a member and the Prince was patron.
In 1930, while the family was living at The Cottage, Hyde Park Road, Kew Gardens, Gilroy has his first painting, Gwen. exhibited at the Royal Academy. Throughout the 1930s Gilroy’s work continued to be exhibited at the Royal Academy and to appear on advertising boardings, in newspapers and even in the Radio Times. In 1941, with the onset of the blitz, the artist moved to Rasehill, Chorleywood Road, Rickmansworth. His wife and son moved to Cheltenham where, in the same year, he held a one-man exhibition of his work, which then travelled to Sunderland Public Art Gallery.
Throughout the war years, Gilroy’s work continued to be exhibited at the Royal Academy while his commercial art talents were employed by the Ministry of Information in campaigns such as Make-do-and-mend, Keep it under your hat and We want your kitchen waste. He also improved morale by painting murals at various Royal Air Force bases and produced a series of drawings-in-one-line of contemporary political and military figures, called Headlines, which appered in The Star.
By 1945, when his painting Diamond Setting was exhibited at the Royal Academy, the artist’s address was given as 6 Avenue Studios, Sydney Close, SW3. A year laterhe prodced another mural, this time in the bar of the Mrritt Arms Hotel near Greta Bridge on the estate of his close friend Major Morritt. The work at the Morritt Arms began on the 1st February 1946 and was completed within10 days. When Gilroy and his assistant proudly displayed the walls of the bar decorated with Dickensian figures, closer inspection revealed them to be caricatures of local people and staff from the hotel.
In 1949 Esme Jeudwine, a former pupil and portrait subject, introduced Gilroy to the Royle family and another long and successful association began. Gilroy produced five greeting card designs for Royle Publications Ltd (Royles) in that year with another 464 published designs over the next 35 year. In 1966, Gilroy was acting Art Director for Royles.
In 1950 Gilroy married Elizabeth Margaret Bramley (nee Outram Thwaite). The couple lived at 17 Queen’s Gate, Kensington, but moved a year later to 10 Holland Park Road, W14, the former home and studio of Sir Bernard Partridge, whose cartoons Gilroy had copied from Punch as a child. The magnificent studio at Holland Park Road saw the creation of advertising work for T.F. Carrington Van PostingLtd. where Gilroy was Head of the Art Department, and was regularly visited by members of the Royal Family, politicians, actors and many others who came to have theit portraits painted.
In 1957 Gilroy held another one-man exhibition this time at Leighton House Gallery and two years later produced a series of landscapes of McGill University, Montreal, to illustrate a book McGill, The Story of a University, edited by Hugh MacLennan. In 1970 Gilroy held a retrospective exhibition at Upper Grosvenor Galleries and three years later an exhibition of his humorous designs for Royles was held at the London headquarters of Austin Reed Ltd.
In his later years ‘Jack’ Gilroy was a longstanding and much loved member of the Garrick Club where he was Chairman of the Works of Art Committee and where a number of his portraits now hang. In 1975 Gilroy was awarded an honorary MA by Newcastle University and in 1981, now living at 6 Ryecroft Street, Fulham, he was appointed a Freeman of the City of London.
John Gilroy died at Guildford on the 11th April 1985, aged 86, and is buried at Ampney St Peter in Gloucestershire near the home of his son and three grandchildren.

He created the zoo animals and other popular characters for Guinness from either 1928 or the early 1930s (accounts differ), but the first one he did appears to be the Guinness for Strength ad featuring a steel girder in 1934. According to some accounts, it was so popular that people even started ordering a ‘girder’ in the pub.

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The following year, the Toucan debuted, and quickly became one of the most recognizable of the Guinness animals, used in marketing and advertising by Guinness for over 45 years. Here’s the story of its design from History House:

The idea of using a toucan was born in the advertising agency of S.H.Benson in London. Staff included the talented artist John Gilroy was newly employed as the poster artist, and among the copywriting team was Dorothy L Sayers, now famous as a writer, poet and playwright, and best known for her amateur detective stories featuring Lord Peter Wimsey. She had started at the agency in 1922 and worked there while writing books in her spare time.
This team produced some memorable posters for Guinness including several posters in the whimsical “Zoo” series. These included a zoo keeper with a Guinness, a sea lion balancing drink on his nose, an ostrich with the shape of a swallowed glass halfway down its neck, a tortoise with a glass of stout on its back, and a toucan with two Guinness bottles balanced on its beak accompanied by the words.
If he can say as you can
“Guinness is good for you”
How grand to be a Toucan
Just think what Toucan do.
Gilroy remained with the advertising agency until 1960 during which time he designed many other Guinness posters. As to how animals came to be used in an advertising campaign was recalled later by Gilroy. “The Guinness family did not want an advertising campaign that equated with beer. They thought it would be vulgar. They also wanted to stress the brew’s strength and goodness. Somehow it led to animals.”
The toucan returned on several occasions on all types of advertising media and on memorabilia. In 1982 Guinness changed advertising agencies and it was decided that the toucan was no longer an effective advertising motif and it was dropped.

The text from that ad was actually written by Dorothy L. Sayers, who worked for the same advertising agency as Gilroy before she became a famous mystery writer, well-known for such characters as Lord Peter Wimsey, and others.

Gilroy’s first Toucan ad, from 1935.

And here’s a sample of some more of his work for Guinness.

And finally, by no means complete, these are other Guinness ads I’ve collected in a Flickr gallery, many of which are by John Gilroy.

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