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Jay R. Brooks on Beer

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Hey Mabel, Take Me Out To The Ball Game

November 4, 2009 By Jay Brooks

baseball
I confess that I’m not much of a baseball fan. When I was a kid I rooted for the Baltimore Orioles and Brooks Robinson was my favorite player. But since heading west, as a young man, I’ve paid little attention to Major League Baseball. I used to attend Giants’ games at Candlestick with friends, though primarily for the tailgating (and in fact occasionally never even went inside to see the game). But since I have so many friends back in Dutch Wonderland — a.k.a. Eastern Pennsylvania — that I’m now in touch with more regularly, thanks to social media, I find myself cheering for the Phillies. But that’s neither here nor there.

Yesterday, you may recall, I listed my top 10 favorite beer slogans, including Carling Black Label’s “Hey, Mabel” campaign. Last night, while visiting a music website I frequent, I chanced upon an interesting tidbit regarding both “Hey, Mabel” and baseball. Here’s what the website had to say about it in a post that included old records sung by both Dizzy Dean and Don Drysdale:

One connection between the days of old [baseball] and today is the persistence of beer advertising. When I was a young fella, too young to drink the stuff, baseball broadcasts in our local market and some others were sponsored by Carling Black Label Beer. Throughout the 50s and into the 60s, Carling used the slogan “Hey Mabel! Black Label” and an associated jingle to sell the goods. “Hey Mabel!” was sung to the “salt peanuts” figure — apt for a beer, I’d say.

This campaign was concocted by Carling’s ad agency, Lang Fisher & Stashower. Sometime in the early 50s, the agency prepared a 78 of the music, containing two instrumental versions of the Hey Mabel theme and the Carling Black Label jingle. One was a dance band version, which combined the Carling material with Take Me Out to the Ballgame, the other a Dixieland arrangement as played by a number of well-known LA musicians. There are no vocals on the record, so my guess is it was sent to the radio stations carrying the baseball games for use as filler before breaks, as was the practice on radio stations at the time.

Here’s the 78-rpm record (remember those?).

hey-mabel-78

And you can hear the medley below. It’s not exactly a cutting edge big band arrangement, even for the mid-1950s, but there are some interesting elements and I like the “Hey Mabel” bridges between the different treatments of Take Me Out To The Ball Game. Enjoy.

brookston-baseball

And Go Phillies!

Filed Under: Beers, Just For Fun Tagged With: Baseball, Music, Sports

Top Ten Tuesday: Top 10 Beer Slogans

November 3, 2009 By Jay Brooks

top-10
It’s been several months since I’ve done a Top 10 list, primarily because it’s been too hard to keep up with them weekly. So I think I’ll try once a month instead. I’ve been collecting old beer slogans for a project (more on that later) and so I thought I’d pick my ten favorite ones. I should stress — though it should be obvious — that my choices are about the efficacy of the slogans themselves, regardless of the way I might feel about the beer itself. So for my 19th Top 10 List, I present my favorite beer slogans. Let me know your faves. Here’s List #19:

Top 10 Beer Slogans

   It’s what your right arm’s for. John Courage Beer
   If you’ve got the time, we’ve got the beer. Miller
   When You’re Out of Schlitz, You’re Out Of Beer. Schlitz
   Guinness Is Good For You. Guinness
   Fresh. Smooth. Real. It’s all here. Bud Light
   The Happiest Taste In Beer Today. Gunther Beer
   Gunther is an old brand from Baltimore, Maryland that hasn’t been around for decades. But I love the idea that beer can taste “happy.” What exactly does “happy” taste like? Being a west coast guy, I assume they just meant hoppy.
   Hey Mabel, Black Label. Carling Black Label
   After a lackluster decade of poor sales, in 1951, Carling came up with the now-iconic Mabel the Waitress campaign, hiring New York actress Jean (sometimes spelled “Jeanne”) Goodspeed to play Mabel in TV commercials and print ads. Sales skyrocketed. In fact, they kept using her image long after she left the business in the mid-19500s to start a family and eventually even included an animated version in later ads. The Mabel campaign finally ended in the early 1970s. For me, I think what made the slogan was the whistle that precedes the slogan in television and, presumably, radio spots. Also, Mabel’s wink and a nod at the end of each ad is also priceless, even when they went to an animated version they wisely kept that element.

mabel2

Below are two Black Label ads, one an original live action one followed by a later animated commercial. (Note, the sound starts late in the first one. Also, check out the maniacal look of the third bartender. What’s up with that dude?)

   Here’s to good friends, tonight is kind of special. Lowenbrau
   This slogan is as much about the song as it is the words. It was sung by Arthur Prysock, an American jazz singer originally from South Carolina. Here are the lyrics and below them is a television commercial featuring the song from the mid-1980s, when the brand peaked.

Here’s to good friends,
Tonight is kind of special.
The beer we’ll pour
must say something more, somehow.
So tonight (tonight),
Tonight,
Let it be Löwenbräu (let it be Löwenbräu).
It’s been so long.
Hey, I’m glad to see ya.
Raise your glass.
Here’s to health and happiness.
So tonight (tonight),
Let it be all the best.

   The Friendly Beer For Modern People. Reading Beer
   I understand most people won’t know this one, because it’s a local favorite I grew up with in Reading, Pennsylvania. But beginning in the 1950s, they started trying to convince people Reading Premium Beer was not their Dad’s beer but was for modern people, a.k.a. young people, and that it was friendly. Like happy, I just love the association they’re trying to make to persuade people their beer is more friendly than other rival beers. To me, that’s just genius marketing. It’s not that other beers don’t taste as good, it’s just that ours is friendlier. Who wouldn’t want to drink a beer that’s friendly?
friendly-beer
   The One Beer to Have When You’re Having More Than One. Schaefer
   What’s not to love about this slogan? Simple, to the point, and with one of the catchiest jingles ever. It would probably never fly today, because neo-prohibitionists would immediately accuse them of encouraging binge drinking since in their addled little minds more than one already is too many. The video below is not the original version of the jingle, but a jazzier, cooler one. Enjoy!

schaefer-coaster

It was, as always, really difficult to keep the list to ten, and a great many colorful beer slogans were left on the cutting room floor, mostly newer ones since I focused on older ones in the list above. Here’s a few more that might have made the list had I gone for more modern slogans:

Always a Good Decision. Samuel Adams; Drink in the World. Sapporo; Hooray Beer! Red Stripe; Life Is What You Pour Into It. Pyramid; Off-Cented Ales For Off-Centered People. Dogfish Head; You’re Not Worthy. Stone

And here’s a few older one I also like but didn’t have room for in the Top 10:

Always Smooth, Even When You’re Not. Keystone; The beer that made Milwaukee famous. Schlitz; Believe. Guinness; The Champagne of Bottled Beers. Miller High Life; For the man who really knows beer. Ortlieb; If I wanted water, I would have asked for water. Labatt Blue; It doesn’t get any better than this. Old Milwaukee; It’s what’s inside that truly counts. Dreher; When you say Budweiser, you’ve said it all. Budweiser; When you see the three-ring-sign, ask the man for Ballantine. Ballantine Ale

Let me know your favorites, and if you see any that you think should have made the list, please post a comment.

Also, if you have any ideas for future Top 10 lists you’d like to see, drop me a line.

Filed Under: Just For Fun, Top 10 Tagged With: Advertising, Jingles, Music, Video

Pumpkin Beer On The HuffPost

November 2, 2009 By Jay Brooks

halloween
My friend and colleague Gregory Daurer had a nice overview on Pumpkin Beers on the Huffington Post entitled It’s the Great Pumpkin Beer, Andy Brown!

Filed Under: Beers, Just For Fun Tagged With: Mainstream Coverage

Beer In Art #50: Pieter Bruegel’s Peasant Dance

November 1, 2009 By Jay Brooks

art-beer
For today’s work of art we return to an old master, Pieter Bruegel (the Elder), considered by many to be the greatest Flemish sixteenth-century master. He was born in the Netherlands around 1525 and died in 1569. He was a Renaissance painter who began the Bruegel Dynasty that included six well-known artists. (It was originally spelled Brueghel, but in 1559 he stopped signing his paintings with the “h” in his last name). He was especially known for his landscape paintings that were populated by peasants, and in fact “is often credited as being the first Western painter to paint landscapes for their own sake, rather than as a backdrop for history painting.” Sadly, only 45 of his works survive to the present. In March, I featured his painting Harvesters, and today’s work by Brugel is entitled Peasant Dance, the original of which is at the Kunsthistorisches Museum in Vienna, Austria. It was painted in the last years of Bruegel’s life, most likely between 1566 and 1568.

Bruegel-peasant-dance

The Web Gallery of Art describes their interpretation on the meaning of Peasant Dance:

Like The Peasant Wedding, it is likely that Bruegel intended this painting to have a moral sense rather than simply being an affectionate portrayal of peasant life. Gluttony, lust and anger can all be identified in the picture. The man seated next to the bagpipe player wears a peacock feather in his hat, a symbol of vanity and pride. The occasion for the peasants’ revelry is a saint’s day, but the dancers turn their backs on the church and pay no attention whatsoever to the image of the Virgin which hangs on the tree. The prominence of the tavern makes it clear that they are preoccupied with material rather than spiritual matters.

But the Humanities Web describes in much less sinister terms. “The joviality of this picture is infectious. Bruegel’s eye objectively captures many scenes: cantankerous drunkards; a couple kissing; a feisty older man pulling a young peasant woman to join him in a dance; and children imitating their dancing elders.”

Encyclopedia.com also has a nice article on the artist, and indicate the importance that the Peasant Dance represented in Bruegel’s career:

The Peasant Dance (ca. 1566-1567) represents a new and important direction that Bruegel was to develop in the last years of his career. In this work the painter changed to a “large-figure” style in which highly animated peasants are organized to convey the rhythms and patterns of the dance. Also, by reducing forms to their elemental essences Bruegel achieved a clarity of design and coloration that has seldom been rivaled in Western painting.

If you want to learn more about the artist, Wikipedia, the Metropolitan Museum, Art Show Magazine, the Art Archive or the ArtCyclopedia are all good places to start. And to see more of his work, both Ricci-Art and Art Show Magazine have good collections, and Pieter-Bruegel-the-elder.org appears to have most of his known works.

Filed Under: Art & Beer Tagged With: Europe

Wacky Packages

October 31, 2009 By Jay Brooks

halloween
I kept looking at those four spoof beer labels that I posted earlier today for Hoppy Halloween because they reminded me of something, but I couldn’t quite put my finger on it. Then it hit me: Wacky Packages, those weird parody stickers that Topps debuted in 1967. Like most eight-year olds at the time, they were quite popular with me and my friends. What I didn’t realize is that they’ve continued to make them almost ever since. The Wacky Packages Website has a complete listing of all the Wacky Packages put out over the years and Topps even continues to maintain a new “official” Wacky Packages website. Not surprisingly, there have been several beer spoofs done, the first one being the very first year. It was a spoof of Schlitz, then one of the most popular beer brands.

wp-schlitz

Later ones included most of the other popular national beer brands and a few originals, like Long Line Beer, from 1981. A search of the website revealed nine different beer brands, with some variations of Pabst and a few additional beer-related ones for other products.

wp-long-line

Below is a slideshow of all of the beer-themed Wacky Packages I found, including one of port wine just because I liked it and a few that are only beer-related.

Filed Under: Art & Beer, Beers, Just For Fun Tagged With: Halloween

White House Logs Reveal Neo-Prohibitionist Visits

October 31, 2009 By Jay Brooks

white-house
In response to several requests under the Freedom of Information Act, the White House late Friday released a partial list of visitors during roughly the first six-months of Obama’s administration. You can view the entire list at Whitehouse.gov. The Wall Street Journal and MSNBC are both reporting on the politics and law behind the requests, while most media outlets are just focusing on the celebrities. According to MSNBC, the White House rejected their request that all the names of visitors be released. “Like the Bush administration before it, Obama is arguing that any release is voluntary, not required by law, despite two federal court rulings to the contrary.” I don’t know the law on this point, so I won’t argue who’s right one way or the other. Not surprisingly, the administration is spinning it that they’re providing “transparency like you’ve never seen before.”

So why is this important at all to the world of beer? Given that one of the neo-prohibitionist movements most persistent claims is that the beer lobby has undue influence over politics in Washington, one name fairly jumped off the page of the Wall Street Journal report, a name which is confirmed by the official White House list. From January 20 to July 31, the president of the Robert Wood Johnson Foundation, Risa Lavizzo-Mourey, visited the White House seven times (that’s over once a month) and met personally with President Obama twice. The Journal disingenuously characterizes Lavizzo-Mourey as “a thinker in health policy,” when his organization’s true aims have been revealed as something very different. See, for example, the Center For Consumer Freedom’s report Behind the Neo-Prohibition Campaign, which details the true agenda of the RWJF. But perhaps more troubling, is their and other neo-prohibitionist’s persistent claims that the beer lobby has bought favorable treatment disproportionate to other industries. For a recent example, the Marin Institute’s facetious report entitled Big Beer Duopoly made this claim less than two weeks ago.

But let’s look at the facts, at least with regard to the White House. For all their lobbyist spending, not one beer industry representative visited the White House over a six-month period, while during the same time the most pernicious neo-prohibitionist group, the Robert Wood Johnson Foundation, had monthly visits to the White House, including two meetings with POTUS. Of course, it’s possible that beer lobbyists did visit the White House and their names are among those not released by the Obama administration. But since most of the list does include other business leaders and given the White House’s current anti-lobbyist policy, that seems less likely. And let’s not forget that President Obama appointed the former head of MADD, Charles Hurley, to lead the National Highway Traffic Safety Administration.

The obvious conclusion is that what this reveals is the propaganda behind the neo-prohibitionst claims regarding the beer lobby. As is typical, once again they’ve been shown to not be truthful. While claiming undue political influence on the part of the beer industry, the truth is that neo-prohibitionists have the ear of the President. Considering today is Halloween, that may be the scariest news of all.

Filed Under: Editorial, News, Politics & Law Tagged With: Prohibitionists

Hoppy Halloween!

October 31, 2009 By Jay Brooks

halloween
Hoppy Halloween everybody. Here are a few spoof beer labels someone gave me recently that seemed perfect for the holiday. Enjoy.

samuel-deadman

dead-stripe

st-zombie-girl

monster-brau

Filed Under: Beers, Just For Fun Tagged With: Halloween, Holidays, Packaging

Cathedral Hill Closes

October 30, 2009 By Jay Brooks

beer-chef
Today was the last day that the Cathedral Hill Hotel on Van Ness in San Francisco was open. All guests must check out by noon tomorrow. The hotel will then be closed until it’s knocked down to make way for a new hospital.

The Beer Chef, Bruce Paton, held his last beer dinner there last Friday, October 23. It featured the beers of Portland, Maine’s Allagash and owner Rob Tod. Over 120 people were on hand for the dinner, the second-largest turnout for one of the beer dinners at the hotel.

Below is a slideshow of the Allagash beer dinner last Friday. This Flickr gallery is best viewed in full screen. To view it that way, after clicking on the arrow in the center to start the slideshow, click on the button on the bottom right with the four arrows pointing outward on it, to see the photos in glorious full screen. Once in full screen slideshow mode, click on “Show Info” to identify each photo.

As for Bruce Paton, I got the following note from him today.

I will be continuing to do Beer and Food projects until I find another position. If you have questions, require some Beer and Food expertise or know someone who is seeking a Chef please feel free to contact me at bruce@beer-chef.com.

I know for sure that his annual beer and chocolate dinner is still being planned for early February during SF Beer Week and will most likely take place Friday, February 12, so keep an eye out on his website for more details.

Filed Under: Food & Beer, News Tagged With: California, Northern California, Photo Gallery, San Francisco

Beery Halloween Costumes

October 30, 2009 By Jay Brooks

beer-gal-2
With Halloween tomorrow, here is a gallery of beer-themed costumes for your amusement. Choices, choices.

Filed Under: Just For Fun, Related Pleasures Tagged With: Halloween, Holidays

Seconding A Plea for Peaceful Coexistence

October 30, 2009 By Jay Brooks

pour-the
I’d like to second New York Times beverage writer Eric Asimov’s plea for the peaceful coexistence of wine and beer. In his blog, The Pour, on Tuesday Asimov wrote A Plea for Peaceful Coexistence, saying:

Beer and wine are not in competition. Yet people in the wine business, who I assure you drink an awful lot of beer, don’t often take it seriously as a beverage. And people in the beer business, perhaps in reaction to not-so-imaginary slights, rarely even acknowledge the existence of wine, much less deem it worthy of drinking.

Asimov is, in my opinion, one of the few wine writers who actually understands and appreciates beer. I’ve quoted him before here in the Bulletin, precisely because he’s not typical of a wine writer. He understands for example; “[c]raft beer’s battle is not against wine but against decades of cynical marketing from the giant breweries, which have done everything possible to portray beer drinkers as asinine fools.”

What he didn’t include (and I understand why) is that most of the attacks come from the wine side. The assaults are not by regular wine drinkers or even winemakers, who both happily consume beer, but primarily from lesser wine writers who, as far as I can tell, feel threatened by craft beer. But as a cross-drinker (I love wine, too), I’m constantly irritated when a wine writer lashes out against beer for no discernible reason. Regular Bulletin readers will no doubt recognize it’s a theme I’ve returned to many times — precisely because it keeps happening. Living and working in the heart of northern California’s wine region, I’m especially sensitive to the way wine coverage so completely overshadows coverage of craft beer. I believe my column, Brooks on Beer, is almost certainly the only newspaper column in the Bay Area that’s devoted to beer, while the ones exclusively wine-focused considerably outnumber mine.

Sure, there have been a growing number of beer vs. wine dinners, usually instigated by beer people, but that’s usually a defensive strategy and a way to prove a point. Even Asimov understands this, and I’ve quoted him before on this subject, where he’s said the following.

The two beverages in fact co-exist quite well, and therefore it irritates me when wine and beer are pitted against each other, especially when wine-lovers demean beer. Beer-lovers have a bit of catching up to do in terms of achieving status and understanding, so I have a little more tolerance for them when they feel compelled to demonstrate how well good beers can go with certain foods, usually at the expense of wine.

But in the end, his point is well-taken and one I would argue should be assimilated by any writer whose subject includes an alcoholic beverage. We’re all in this together. While we’re at it, I’d also like to suggest to all those media outlets who insist on calling their “sections” or “magazines” something along the lines of “Food and Wine,” yet include coverage of other beverages, change their name and obvious bias to something all-encompassing like “Food & Drink” or “Food & Beverages.”

Asimov’s parting words:

“Fellow wine lovers, fellow beer lovers, unite! We shall not permit ourselves to be pitted against one another. Do not be fooled by false choices. You do not have to choose beer or wine. Just good or bad.”

Amen to that.

Filed Under: Beers, Editorial, Food & Beer, Politics & Law Tagged With: Mainstream Coverage, New York Times, Wine

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