Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #2360: Fatigue And Weakness

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Sunday’s ad is from Pabst, from 1896. 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, another beautiful illustration of knights and churches with the tagline “Fatigue and Weakness” followed by “yield to the persuasive powers of Pabst Malt Extract, “The ‘Best’ Tonic.”

Pabst-brewing-1896-fatigue

Beer In Ads #2359: Hear This!!

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Saturday’s ad is from Pabst, from 1896. 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, with a circular gothic window containing the Pabst logo in the center, the headline is simply “Hear This!!” That’s followed by a list of all the tired feelings that you need to fix with some “spring medicine,” also known as Pabst Malt Extract.

Pabst-brewing-1896-hear-this

Beer In Ads #2358: The “Best” Tonic

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Friday’s ad is from Pabst, from 1897. 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, another one using the headline “A Pint of Food,” it also is comparing ancient Egypt and America’s beer. Take a close look at the two columns. On the left are scenes of brewing in Egypt, but on the right column you can see modern brewing depicted but in the style of ancient Egypt, which is actually pretty cool.

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Beer In Ads #2357: It Was A Boy….

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Thursday’s ad is from Pabst, from 1895. 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, another beautiful abstract illustration of imagery with barley, hops and the Pabst logo, the “It Was a Boy” text starts a testimonial story of an expecting mother who could feel stronger after drinking a bottle Pabst Malt Extract a day for several weeks, and then gave birth to a son.

Pabst-brewing-1895-a-boy

Beer In Ads #2356: Straight From The Shoulder

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Wednesday’s ad is from Pabst, from 1896. 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, there’s a beautiful illustration of a knight holding a Pabst flag riding past a gothic cathedral. The text is poetic and all how their malt extract will make you as a strong as a knight.

Pabst-brewing-1896-straight

Beer In Ads #2355: A Pint Of Food

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Tuesday’s ad is from Pabst, from 1895. 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, entitled “A Pint of Food,” Pabst extolls the virtue of their malt extract as a strength-building tonic and invoking ancient Egypt as the birthplace of beer.

Pabst-1895-pint-of-food

Beer In Ads #2354: Thanksgiving Dinner

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Monday’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 “Thanksgiving Dinner,” the scene shows the start of a family’s Thanksgiving dinner, with the turkey and all the fixin’s, including beer. The painting was done by Andrée Rouellan, who was an “American artist whose realist work has modernist overtones and commonly depicts everyday scenes in American South and New York City” from New York.

Beer-Belongs-1945-thanksgiving

Next Session: Cutting Through The Haze

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For our 126th Session, our host will be Gail Williams‏, who is one-half of the team writing Beer by BART. For her topic, she’s chosen a juicy topic: Hazy, Cloudy, Juicy: IPA’s Strange Twist. “The topic will be a still-emerging – though no longer new – unofficial beer style. This kind of beer has gotten so much buzz (and some mocking) in the last decade and a half that it’s surprising it has not come up on The Session yet. New England, Vermont-inspired, Northeastern, Hazy, Juicy or whatever you like to call these low-bitterness, hop flavorful beers, they are being made everywhere now and people are definitely buying them.”

juicy-glass

Here’s Gail’s full description of her topic:

Any approach is welcome. Choose an idea or find your own:

  • The encounter: Do you remember your first NEIPA – if so, what was that like? Details, please. And how has your perception of the style changed over time?
  • Or the name game: What style name do you prefer to describe the trend … why choose that one, and why are the other names unworthy or short-sighted? Does “IPA” still apply in a way that’s helpful to drinkers?
  • Or the crusade: Testify! Exactly why do you love or hate these beers? How you could explain your stance to somebody who disagrees with you. Could you/ how would you convert them to your point of view?
  • Or setting standards and defining flaws: What makes a classic example of the style? What makes an IPA simply an unfiltered dry-hopped American IPA without much clarity instead of part of this style? What about the sweeter “milkshake” IPAs – part of this style definition or something else? What flaws make for weak examples of the style? Or maybe, where should the numbers be for this style – abv, ibu, color and clarity, etc.? What tasting instructions would you give to judges of these beers?
  • Or take another angle, tell another tale! Have you been writing about these beers for several years now and watched them evolve? Know something cool about the making of these beers, the people behind them, their spread to the UK and Europe?

Choose any angle and make it yours – they’re just ideas to get us thinking, not a questionnaire. And if you have zero interest in such a beer, just say why in the fullest detail. Have fun with it!

juicyipa

To participate in the August Session, on or before Friday, August 4, 2017 — yes that’s this Friday, in just four days — write a post and either leave a comment to the original announcement, “or to get a little more buzz going, tweet your link with the hashtag #thesession or alert [her] directly @beerbybart on Twitter.”

two-roads-juicy

Beer In Ads #2353: Ski Trail

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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.

BB-1945-ski-trail

Beer In Ads #2352: Western Barbecue

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Saturday’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 “Western Barbecue,” the scene shows a cowboy on a western ranch preparing for a barbecue meal, with cowboy and Native Americans waiting, or eating burgers and drinking beer. The painting was done by Fletcher Martin, who was an ” American painter, illustrator, muralist and educator best known for his images of soldier life during World War II and his sometimes brutal images of boxing and other sports” from Palisade, Colorado.

Beer-Belongs-1945-western-bbq