Brookston Beer Bulletin

Jay R. Brooks on Beer

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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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session-the
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

Beer In Ads #2351: Sailing In California Waters

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Friday’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 “Sailing in California Waters,” the scene shows sailboats filling a Bay in California, with spectators on the shore, some watching and some just eating or drinking beer and enjoying the sunny day. The painting was done by Julien Binford, who was an “American painter known for his paintings of the rural population of his neighborhood as well as for his murals” from rural Virginia.

Beer-Belongs-1945-sailing-cal

Beer In Ads #2350: Roof Raising

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Thursday’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 “Roof Raising,” the scene shows an entire community coming together for a traditional roof raising. The painting was done by Marianne Appel, who was an “American artist and a member of the Woodstock artists colony” from Woodstock, New York.

Roof Raising by Marianne Appel, 1945

Beer In Ads #2349: New England Clam Bake

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Wednesday’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 “New England Clam Bake,” the scene shows a beach where a dozen people are having a clam bake, complete with many beers. The painting was done by William Palmer, who was an “American painter who created public murals” from Des Moines, Iowa.

Beer-Belongs-1945-clambake

Beer In Ads #2348: Quail Hunt

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Tuesday’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 “Quail Hunt,” the scene shows nearly a dozen men out in the wilderness for a day of hunting, stopping for some refreshments, which of course was beer. The painting was done by Julien Binford, who was an “American painter known for his paintings of the rural population of his neighborhood as well as for his murals” from rural Virginia.

Quail Hunt by Julien Binford, 1945

Beer In Ads #2347: Boston ‘Pops’ Concert

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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 “Boston ‘Pops’ Concert,” the scene shows a packed auditorium listening to a concert orchestra on stage. The painting was done by Lucille Corcos, who was an “American painter known for her figurative painting and printmaking” from Aledo, Illinois.

Boston Pops Concert by Lucille Corcos, 1945