Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #2414: Great Stuff This Snow Train

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Friday’s ad is for Bass Ale, from 1941. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, another one from the “Great Stuff This Bass” series,” they’re also employing another regular character from this time period, “Bill Sticker,” who in this ad managed to put a banner on the side of a railroad passenger car of a “snow train” taking people into the mountains for skiing. The ad is also for an American audience, where I guess Bill is on his own working ski holiday.

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Beer In Ads #2413: Fastest Time To Bass

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Thursday’s ad is for Bass Ale, from 1938. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, for the U.S. market, they’re depicting the fastest way to get a drink of Bass Ale. Specifically, they’re contrasting how long it takes to get to England (4 days by ship) versus going to your neighborhood bar (4 minutes) or your own refrigerator (4 seconds).

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Beer In Ads #2412: Great Stuff This Bobby

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Wednesday’s ad is for Bass Ale, from 1940. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, another one from the “Great Stuff This Bass” series,” they’re also employing another regular character from this time period, “Bill Sticker,” who in this ad managed to put a banner on the bum of an English policeman.

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Beer In Ads #2411: For A Tall Drink — Order Bass

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Tuesday’s ad is for Bass Ale, from 1939. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, for the U.S. market, they’re depicting American businessmen having returned from a trip to England recommending they drink Bass Ale. Although actually, they said it like so: “For A Tall Drink — Order Bass.” That’s certainly an odd way of putting it. I didn’t think “tall” was a qualitative statement of beer, but I may start using it that way. “Hey, that was a really tall thing to say.”

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Beer In Ads #2410: Great Stuff This Boxing

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Monday’s ad is for Bass Ale, from 1940. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, another one from the “Great Stuff This Bass” series,” they’re also employing another regular character from this time period, “Bill Sticker,” who in this ad managed to put a banner on the back of one of the men in a boxing match. Really, the two boxers look tangled up so maybe the banner’s actually on both of them. I guess they’re so engrossed in pummeling each other that they didn’t notice?

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Making A Mess (Of Commercial Success): Lite Beer Version

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Today is the birthday of Shel Silverstein (September 25, 1930 – May 10, 1999). He “was an American poet, singer-songwriter, cartoonist, screenwriter, and author of children’s books. He styled himself as Uncle Shelby in some works. Translated into more than 30 languages, his books have sold over 20 million copies. He was the recipient of two Grammy Awards, as well as a Golden Globe and Academy Award nominee.” While he’s probably best known for his children’s books, he also created a number of works for adults, drawings for Playboy, poems, and songs, too.

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One of his songs was recorded by folk singer Bob Gibson in 1995 and appeared on his album entitled “Makin’ A Mess: Bob Gibson Sings Shel Silverstein.” That song was called “Making a Mess (of Commercial Success).” It’s about the time he and a friend were extras on a television commercial for low-calorie light beer. I don’t know if the story’s true, but it’s pretty funny. Here are the lyrics:

“”There was me and Jack working Duval Street
singing our songs by the dock
When this TV director came looking for extras
said he needed our pretty faces right down the block

They were making some kind of commercial
About the beer we like here in Key West
And we had to do was go sit on a stool
and do what we really do best

He said they were paying a C-note
We really needed the bread
So we pointed our feet to that bar down the street
lit up like a Hollywood set

Now there were camera and cables on every table
and we were grinning from ear to ear
It was almost like stealin’ that’s how we were feelin’
when they passed ’round these big mugs of beer

They said “Now, boys, just try to act thirsty
and sit down here right at the bar
and just try to pretend that you’re out on a bender…”
I said Buddy we’re with you so far

They gave me the line “It’s less fillin'”
and Jack got the line “great taste”
and they yelled ‘rehearsal’ and we started acting
with beer foam all over our face

They yelled take 1 and filled up our glasses
Stuck a big busty blonde on my lap
Jack said “tastes great” and I said less filling
This acting stuff sure is a snap

Well I thought they would hand us an Oscar
when the director said “beautiful, kids”
“But can you give me more soul?”
I said hell, let her roll and they shouted take 2 and we did

Well those hot lights sure kept us sweatin’
and the beer got messed up with the lines
Jack said it tastes fillin’, I said gets you drunker
the director yells take 29!”

silberstein-tub

And here’s the song itself, sung by Bob Gibson:

Beer In Ads #2409: A Hop Merchant In 1777

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Sunday’s ad is for Bass Ale, from 1926. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, Bass makes the claim that by using lots of hops in their beer that they made the hop merchant a “man of substance,” which they insist we can clearly “see from his picture” here in this ad. While I know many fine hop merchants, most of whom are indeed men of substance, I’m not quite sure that being 100 feet tall is proof of anything. Or maybe it’s simply how well-dressed he is. If so, not sure that outfit exactly translates as impressive in the modern world.

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Beer In Ads #2408: Great Stuff This Fishing

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Saturday’s ad is for Bass Ale, from 1940. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, another one from the “Great Stuff This Bass” series,” they’re also employing another regular character from this time period, “Bill Sticker,” who in this ad managed to put a banner on the back of man fishing on the bank of some body of water. He’d already had at least three bottles of Bass so that’s probably why he didn’t notice.

Bass-1940-fishing

Beer In Ads #2407: Bass Dreams Like This

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Friday’s ad is for Bass Ale, from 1905. Bass Ale was one of the beers that helped push me away from the regional lagers I grew up drinking in Eastern Pennsylvania, and toward more flavorful beers. Jazz clubs in New York City in the late 1970s frequently carried Bass, and I really liked how different it tasted, compared to what I was used to. In this ad, an old trade postcard, the fill headline reds. “I know plenty fellows who’d go to bed every night at ten if they could have dreams like this!” And I much as I enjoy dreaming about beer, I’m not sure it quite compares to actually drinking beer while awake. Also, is he sleeping in a suit? Or is he just wearing it in the dream? Still, it’s a pretty nice-looking dream. Who wouldn’t want a bottle of beer that large? Is that a double Nebuchadnezzar?

Bass-1905-dreams

Oakland’s Pacific Coast Brewing To Close Its Doors After 29 Years

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pacific-coast
Just heard the sad news that Pacific Coast Brewing, the 29-year old brewpub in downtown Oakland, will be closing its doors for good sometime in November of this year, around two months from now. I know we’re beginning to see more and more breweries closing, and if anything the pace is likley to increase, but it’s still a sad day wherever it happens. Stop by while you can to the Oakland icon and have a final beer.

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Here’s the press release on the closure, which has also been posted to their Facebook page:

After 29 years of serving fine craft beers and classic pub food to the Oakland community, Pacific Coast Brewing is closing its doors. Opened in October 1988, Pacific Coast was one of the pioneers of the Bay Area craft beer community. After an extensive search of the East Bay, founders Steve Wolff, Don Gortemiller and Barry Lazarus fell in love with the Old Oakland Project. They felt that the charm of the neighborhood, and the beautifully restored 1886 Arlington building in particular, was a perfect complement to the classic pub atmosphere that they envisioned for Pacific Coast. They have garnered attention through the years by their commitment to the community as well as by winning numerous awards, including a dozen medals at the Great American Beer Festival. Steve Wolff and his wife Laura, would like to thank all the loyal guests and dedicated employees who have made being the owners of “The Coast” such a joy.

“Unfortunately, due to the uncertainty of our current lease, and the rapid changes coursing through the Bay Area’s restaurant industry, we have made the difficult decision to shut our doors in early November 2017. We are making this announcement well in advance of our closing to ensure that our wonderful staff has the necessary time to find and transition into new employment.”

For their final two months, Pacific Coast, while continuing their regular menu, will also bring back some of the most popular dishes from the past three decades. They will be hosting many of their popular events, highlighted by a four-day Last Anniversary Celebration, October 19th through 22nd. More announcements regarding Pacific Coast’s farewell menu and events will be posted shortly on its social media pages and website.

“We have been fortunate to have been a part of Oakland for 29 years, and to have served the Oakland community and its guests from around the Bay Area, the country, and the world. After watching Oakland’s economy take two steps forward and one (or two) steps back, more times than we can remember, it’s gratifying to see our little Old Oakland neighborhood blooming, as well as Uptown prospering, and now the mushrooming of building cranes throughout the Broadway corridor and beyond. We will miss being a part of Oakland’s exciting future. But we are Oaklanders and are excited for it. Thank you for 29 wonderful years. Cheers!”

Steve, Laura, and all the staff would like to invite all of their friends from the last three decades to come by the Pub one (or more) last time to say good-bye, see old friends, and share their favorite memories.

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