Brookston Beer Bulletin

Jay R. Brooks on Beer

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California Brewery Count Hits 900

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Today the California Craft Brewers Association announced another milestone in California breweries has been reached. There are now 900 breweries in the Golden State, which means that over 9 out of 10 California resident now lives within 10 miles of a brewery.

Here’s the press release:

“The craft beer industry has tripled over the last five years, up from 300 breweries in 2012 to just over 900 breweries in operation today, according to data released by the nonprofit trade association representing the industry, the California Craft Brewers Association (CCBA). California is home to more craft breweries than any state in the nation, with nearly 92 percent of the state’s 39.5 million residents living within 10 miles of a brewery.

’11 percent of the craft brewing industry’s total $67.8 billion economic impact comes from California,’ said Bart Watson, Chief Economist at the Brewers Association. ‘These data highlight the powerful economic impact craft brewers have in California and across the nation.’

According to the CCBA report, the total economic impact of craft breweries in California exceeds $7.3 billion. This figure is derived from the total impact of beer brewed by craft brewers as it moves from breweries to distributors to retailers as well as non-beer merchandise sold at breweries and tasting rooms.

By the Numbers:

  • Craft breweries in California supported nearly 50,000 full-time jobs with an average wage of $55,000 a year.
  • California’s craft breweries paid $1.49 billion in taxes in 2016, including $868 million in state and local taxes and $617 million in federal taxes.
  • California’s craft breweries produced 3,295,221 barrels of beer in 2016. Breweries exported 1.17 million barrels, which is greater than the total craft production in all but five states in the nation.
  • The number of licensed breweries grew by more than 100 in the last year – more than any state in the country and an increase that was greater than the total licensed number of breweries in 34 states.

‘The positive impact of craft breweries on the state of California goes far beyond just the benefits of tax revenue, manufacturing jobs and tourism,’ said CCBA executive director, Tom McCormick. ‘Craft breweries also have a tangible influence on the growth and development of their region, investing in their community, employing their neighbors and supporting local nonprofits. Craft breweries are the living room, the town hall and the gathering place for their community.’”

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Beer In Ads #2487: A Mad Lunch Party

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Monday’s ad is for Guinness, from the 1950s. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is titled “A Mad Lunch Party,” and features a story about Alice, the Mad Hatter and the white rabbit trying to figure out how to have a lunch party and get some more Guinness.

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Beer In Ads #2486: Alice Studies Natural History

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Sunday’s ad is for Guinness, from 1952. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is titled “Alice Studies Natural History,” and features a Carroll-esque story about a tiny Alice conversing with the red queen about science … and Guinness.

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Beer In Ads #2485: ‘Tis The Choice Of The Gourmet

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Saturday’s ad is for Guinness, from 1952. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland begins “‘Tis The Choice of the Gourmet,” and features a Carroll-esque poem about how good beer, and especially Guinness, goes with a variety of gourmet foods.

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Beer In Ads #2484: Alice In Snowmansland Again

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Friday’s ad is for Guinness, from 1948. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is entitled “Alice in Snowmansland,” and features a short story about a glass of Guinness, Alice, the Mad Hatter and a snowman, but has a different illustration from one I shared a few days ago from the 1950s.

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Beer In Ads #2483: Guinness In Another Festival Land

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Thursday’s ad is for Guinness, from 1951. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is entitled “Guinness In Festival Land,” which is the same title as a different ad with a giant clock from the same year, 1951. That’s because the Festival of Britain took place in several locations, although the main area was South Bank Exhibition, which included the Dome of Discovery, which is alluded to in the ad. There’s also more about the festival at the blog A London Inheritance. The poster was done by British illustrator Eric Fraser.

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Beer In Ads #2482: Bottle And Jug

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Wednesday’s ad is for Guinness, from 1954. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is entitled “Bottle and Jug,” and the Mad Hatter is apparently a Guinness thief, or will be in the future. The Carroll-esque story is eerily similar to the Philip K. Dick story “Minority Report,” which was about stopping future crime, or precrime, before it happened. But the Guinness ad ran two years before Dick’s story was published in 1956. Maybe this was his inspiration for the story?

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Beer In Ads #2481: Alice In Posterland

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Tuesday’s ad is for Guinness, from 1952. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is entitled “Alice In Posterland,” and Alice is perched above a large aviary cage full of birds while the Guinness zookeeper is being chased around it while he holds a bottle of Guinness and a full glass. The illustration was done by Antony Groves-Raines.

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Beer In Ads #2480: Guinness In Festival Land

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Monday’s ad is for Guinness, from 1951. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is entitled “Guinness In Festival Land,” and shows an odd clock of sorts and features a poem in the style of Lewis Carroll. The poem is about Guinness, of course, but it’s even more about the Festival of Britain, and specifically the Pleasure Gardens at Battersea, which was held in 1951.

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The festival ran for several months during 1951 and appears to have been quite large. There were three beer gardens and a large area known as the parade. Along the parade, they actually built the Guinness Festival Clock from the ad. There’s a great story about the festival from the blog A London Inheritance.

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Beer In Ads #2479: Alice In Snowmansland

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Sunday’s ad is for Guinness, from the early 1950s. While the best known Guinness ads were undoubtedly the ones created by John Gilroy, Guinness had other creative ads throughout the same period and afterward, too, which are often overlooked. This ad, one of many that used Lewis Carroll’s Alice in Wonderland is entitled “Alice in Snowmansland,” and features a short story about a glass of Guinness, Alice, the Mad Hatter and a snowman.

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