Sunday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1939. 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 is almost entirely text, the United Brewers Industrial Foundation was proposing a voluntary program whereby they were trying to clean up beer’s image, so they created a “Brewer’s Code of Practice,” a part of which was to undo the anti-social aspects and images of drinking beer. The new foundation apparently represented over half of total beer production at that time, so they felt like this was a goal they could tackle, I suppose. They also invited consumers to help them by rooting out bad beer places. And I love this bit of wisdom, which sounds so modern. “There is nothing more promising to combat the evil of too much alcohol than the opportunity of drinking good beer.” In other words, drink less, but better beer.

Saturday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1942. 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, a kindly looking woman carries a tray of four full pilsner glasses of beer along with a bowl of potato chips. If that’s simple hospitality, keep it coming. And I love this bit of wisdom from the copy. “It is the natural companion of good food … making good-things-to-eat taste their best.”

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, just six years after the repeal of prohibition, the brewers had formed a trade organization, the United Brewers Industrial Foundation in an effort to promote themselves as not just good brewers, but also as good citizens. You do start to see the logo pop up in member’s advertising after this point, so at least some made the effort. I don’t think it was overly effective, however, and they seemed to try several different advertising strategies over the next few years. It also doesn’t seem like the best of names, either. I wonder who thought “Industrial Foundation” sounded like a name consumer would respond positively to?

Tuesday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1942. 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, an older couple sits on a sofa, beer in his hand, the pair of them are staring intently at something in front of them. If not for the word “firelight” in the headline, I would have thought the glow they were looking at was their television. But no, they’re staring at the fire in their fireplace. Of course, in 1942 not only weren’t there many channels, what there was wasn’t too good anyway.

Sunday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1941. 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, a man appears to be camping alone. Which appears to be part of the “Prescription for a long and happy life,” which includes “… a brook … a browning trout … and beer.” Check. Check. Check.

Saturday’s ad is a trade ad, by the United States Brewing Industry Foundation, from 1939. 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, A waiter is holding a tray with two glasses of beer in it. The headline reads. “I buy my beer from a Foundation member … Do you?” On the wall behind him hangs a sign: “The Place Observes the Law.” I’m not sure it was law, since in theory you could be a licensed brewer but not belong to the U.S. Brewers Foundation, which was, after all, a trade organization. But at least it was for a good reason. “It is a battle to clean up conditions undesirable to us all, which sometimes surround the retail sale of beer to the consumer.”