Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #2235: The All Important

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Monday’s ad is for Schlitz, from 1907. In the first decade of the 20th century, Schlitz Brewing, then one of the larger breweries in the U.S. after the industry had shrunk from over 4,000 to around 1,500 in just 25 or so years, did a series of primarily text ads, with various themes. In this ad, with the title “The All Important,” you might understandably wonder what is the all important? It’s purity, of course, which is “absolute cleanliness” and “freedom from germs.” And that is more or less what it means. Google’s definition is “freedom from adulteration or contamination.” I certainly wouldn’t “knowingly drink beer that was not.”

schlitz-1907-all-important

Beer In Ads #2234: The Doctor Says “Drink Beer”

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Sunday’s ad is for Schlitz, from 1908. In the first decade of the 20th century, Schlitz Brewing, then one of the larger breweries in the U.S. after the industry had shrunk from over 4,000 to around 1,500 in just 25 or so years, did a series of primarily text ads, with various themes. In this ad, a doctor apparently prescribes beer for “the weal and convalescent,” so if it’s good enough for “those who need strength” then it should be pretty good for you, too.

schlitz-1908-doctor-2

Beer In Ads #2233: Schlitz, For Fifty Years

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Saturday’s ad is for Schlitz, from 1909. In the first decade of the 20th century, Schlitz Brewing, then one of the larger breweries in the U.S. after the industry had shrunk from over 4,000 to around 1,500 in just 25 or so years, did a series of primarily text ads, with various themes. In this ad, celebrating their 50th anniversary, having been founded in 1849, they’re talking about their purity, and “common beer, usually, costs you just as much as Schlitz,” so the inference is that you might as while buy the Schlitz.

Schlitz-1906-for-50

Sign Up Today For The Brookston Hitting Derby

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baseball
I confess I completely forgot about the baseball season starting tomorrow. I’d set up the annual Brookston Hitting Derby, but promptly forgot about it again. We used to call it a Home Run Derby because to keep things simpler, we only counted those, but more recently I monkeyed with the scoring (because I generally can’t keep well enough alone) so while it’s still simpler than being in a full-blown fantasy baseball league, there are now more ways to get points. Still, we do it just for fun, and there are twenty spaces available if you want to play along, although we only need four to draft (two more now). But hurry up, the league will draft late tonight since the season starts tomorrow, so sign up today if you want to join.

In order to join the league, follow this link, and I think that’s all you have to do, other then follow the on-screen instructions. If that’s not right, or you’re having trouble, leave a comment below and a way to reach you. Otherwise, see you on the diamond.

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Beer In Ads #2232: What Is Beer?

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Friday’s ad is our last trade ad for March, by the United States Brewing Industry Foundation, from the early 1940s. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, entitled simply “What is Beer?,” it depicts eleven different people involved in the creation, selling and consumption of beer. Some you’ll expect, like the brewer, of course, along with the farmer and the tax collector. But I wasn’t expecting the poet. But I guess it makes sense. As they suggest. “It is the beverage of friendship, good company and good inspiration.”

what-is-beer

Peter Hoey Returns To His Urban Roots With New Brewery

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urban-roots
I got a heads up from my friend Peter Hoey a few days ago that he’s leaving Brewer’s Supply Group and embarking on a new venture in Sacramento. I’ve known Peter since he was brewing at Bison Brewing, and he’s been brewing and consulting around the Bay Area for many years, including at Sierra Nevada and Sacramento Brewing. He announced today that coming this fall, he’ll be brewing again at his own place in downtown Sacramento, which will be called Urban Roots Brewing. Their Facebook page went live this morning, too. Peter’s partnering with Rob Archie, who also owns the Pangaea Bier Cafe. I’ve met Rob at several beer events over the years, and I think he’ll be a great partner in this, and will appreciate how talented a brewer Peter is. The lease is already signed and they’re fairly well along in the process. Fall seems reasonable, actually, even though most such predictions, in my experience, tend to be twice as long as originally thought. But Peter has opened breweries before, and knows what he’s up against, so I think we’ll be able to sample his new beer before the end of the year, which is terrific news.

urban-root-coming

Here’s the press release that came out today:

Urban Roots Brewery & Smokehouse announces plans to open a 15,600 sq. ft. facility incorporating a 15-barrel craft beer production brewery, tasting bar and a 300-seat smokehouse restaurant, including a 2,400 sq. ft. outdoor patio in the Downtown Sacramento/Southside Park area at 1322 V Street.

A joint venture between Sacramento area natives and co-owners, Brewmaster Peter Hoey and Rob Archie, owner of regional favorite Pangaea Bier Café, Urban Roots Brewery & Smokehouse plans to open fall 2017 and estimates to employ approximately 50 people.

Peter Hoey has worked toward this moment for over two decades. He has practiced his craft alongside the legends at Sierra Nevada, led the charge at Sacramento Brewing Company, and currently consults with the top beer brands in the country for BSG CraftBrewing, an industry supplier of brewing ingredients. Recent production collaborations include the highly sought after Hoeybeer with Santé Adairius Rustic Ales.

After a decade of collaborating together in the industry, partnering with Rob Archie on Urban Roots will fulfill Hoey’s life-long dream of producing some of the finest beers in the world, pairing them with simple, clean and delicious food, and showcasing Sacramento’s regional farm-to-fork ingredients.

A pioneer of national and international craft beer promotion in Sacramento, Rob Archie’s concept, Pangaea Bier Café, has earned the respect of top brewers in the country and a fiercely devoted clientele—not to mention being the culinary critics’ darling with back-to-back Sacramento Burger Battle judges’ choice wins, being named a Top Beer Destination every year since its opening in 2008, and receiving numerous accolades from both print and broadcast media.

Bringing their combined national and international beer travel experience and expertise home, Urban Roots will produce a myriad of beer varieties, with a focus on farmhouse style ales, oak aged beers and collaborative releases. The smokehouse will continue the culinary excellence practiced at Pangaea Bier Café focusing on regional ingredients and smoked meats. The Urban Roots name is intended to represent its location in the city’s center and its proud roots in both the Sacramento urban and farming communities.

Hoey and Archie believe that the V Street location is a key ingredient in creating their vision for Urban Roots—and their vision for Sacramento. Investing in the Downtown Sacramento/Southside Park neighborhood, and in Sacramento in general, is a reflection of both partners’ beliefs and passion for their community. Both Hoey and Archie have individual and shared histories of uniting Curtis Park and Oak Park through a successful neighborhood business, hosting sold-out beer dinners to support local philanthropy, as well as taking and sharing the Sacramento region’s talents and tastes with a global audience.

1322 V Street is exactly where Hoey and Archie want to build Urban Roots Brewery & Smokehouse, an immersive craft-beer brewery experience that doesn’t currently exist in the Capital City. In doing so, they will offer a one-of-a-kind destination for Sacramentans to come together and create a bevy of food and beer tastes for the world to enjoy.

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Rob Archie and Peter Hoey, owners of the new Urban Roots Brewery.

Beer In Ads #2231: What Hops Do For Beer And Ale

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Thursday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1940. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, it’s another one labelled as part of a series entitled “THE RECORD … Facts That Concern You.” As I mentioned yesterday, I’m unsure just how many were actually created and published but this one provides a clue. In the upper right-hand corner it says that this ad is “No 21 of a series,” so that suggests there were at least that many ads of this type. The ad describes hops by stating “Hops are for flavor. They give to good beer and ale their lively, appetizing flavor, their pleasant, aromatic tang.” Hard to argue with that.

UBIF-1940-hops-21is

Beer In Ads #2230: The Story Of Relief From Relief

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Wednesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1938. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, one of the earliest by the UBIF, and labelled as part of a series entitled “THE RECORD … Facts That Concern You.” I’ve only found a few from the series, so I’m unsure just how many were actually created and published. The ad itself is titled “The Story of Relief From Relief” is a catchall of themes they’d later explore in more depth, about creating jobs, paying taxes, helping farmers and trying to make bars safer and lawful places.

UBIF-1938-relief

Beer In Ads #2229: The Entire Cost Of The C.C.C.

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Tuesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1940. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, which appears to be about the C.C.C., which I confess I didn’t know what that meant. Apparently C.C.C. stands for Civilian Conservation Corps, and here’s a description from Wikipedia:

The Civilian Conservation Corps (CCC) was a public work relief program that operated from 1933 to 1942 in the United States for unemployed, unmarried men from relief families as part of the New Deal. Originally for young men ages 18–25, it was eventually expanded to young men ages 17–28. Robert Fechner was the head of the agency. It was a major part of President Franklin D. Roosevelt’s New Deal that provided unskilled manual labor jobs related to the conservation and development of natural resources in rural lands owned by federal, state and local governments. The CCC was designed to provide jobs for young men, and to relieve families who had difficulty finding jobs during the Great Depression in the United States. At the same time, it implemented a general natural resource conservation program in every state and territory. Maximum enrollment at any one time was 300,000. Over the course of its nine years in operation, 3 million young men participated in the CCC, which provided them with shelter, clothing, and food, together with a small wage of $30 (about $547 in 2015) a month ($25 of which had to be sent home to their families).

So the beer industry was suggesting in this ad that this popular program cost many times less than all of the taxes paid on beer, and therefore the industry was helping out with the good work of the corps. In fact, only four days of beer taxes were needed to fund it for an entire year. Not bad. Drink up, you’re helping conserve our natural resources.

USBF-1939-ccc

Beer In Ads #2228: Sure … Everybody Notices The One Black Sheep!

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Monday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1940. After prohibition ended, the industry started doing PSA-type ads in an attempt to create goodwill for beer and brewers. They would later go on to do a fairly sophisticated series of ads between 1946 and 1956, known unofficially as Beer Belongs. Officially, they were “The Home Life in America” series, consisting of 120 ads, with a new ad running in major periodicals each month. Last year, for my Beer in Ads series, I featured every one of them. But in the years before that, the U.S. Brewing Industry Foundation (a precursor to the original Brewer’s Association) dabbled with a variety of similar ads promoting the industry as a whole. These were especially popular during World War 2, and in fact they even won an award from the government for some of these ads. Most of the ads were black and white, although a few were in color, though usually in a minimal way, with a few colors accented rather than being in full color.

In this ad, showing one black sheep grazing among a dozen white ones, the message is none to subtle. And if you still weren’t sure, the headline should seal the deal. “Sure … everybody notices the one black sheep! The ad copy goes on to explain that’s why their new program is designed to get rid of every bad beer retailer.”

UBIF-1940-black-sheep