Friday’s ad is for Schlitz, from 1914. In this ad, which ran in the Detoit Press on July 17, 1914, the warning inside the beer-drinking man’s head reads. “Nature has many ways of warning man of danger. The sense of taste and smell both serve for protection.” That’s followed by them stating that those skunk aromas and flavors come from “beer from light bottles.” They suggest; “Why take the risk?” Brown bottles are better, so buy Schlitz.
Thursday’s ad is for Schlitz, from 1900. In this ad, after Schlitz had passed away and original founder August Krug’s nephews, August and Henry Uihlein, inherited the brewery, they continued building the business and by 1900 were brewing one million barrels of beer per year. I love these old brewery illustrations that make them seem just massive. And notice the keg-beer brands offered. One listed is “Budweiser.” That seems curious. And some of the bottled beers include “Extra-Pale,” “Extra-Stout,” and Schlitz-Porter.”
Today in 1863, US Patent 40200 A was issued, an invention of Henry Steubing, for his “Improved Apparatus For Cooling Beer or Other Liquids.” There’s no Abstract, although in the description it includes these claims:
The said apparatus is used in the following manner: Cold water or iced water is introduced into the space d from a reservoir, until the space d is filled with it and during the whole time of cooling. Then the ale, beer, or other liquid to be cooled is admitted into the hollow cylinder c steadily and continuously, when the same Will overflow into the space formed by the flange e, and will 110W down through the holes n n’ n on the outer mantel, a, into the space formed by the lower flange, j’, after which it flows out of the apparatus through the pipe i. Thus it will be seen that a certain quantity of iced water or cold water cools the ale, beer, or other liquid, rst by its contact on the inside b of the cooler, and then by its contact on the outside c of said cooler, thereby effecting `a great saving of the cooling material.
Wednesday’s ad is for Schlitz, from 1964. In this ad, nearly thirty years later, they’re still talking about the story of Admiral George Dewey, who destroyed the Spanish fleet in Manila Bay in the Philippines in the spring of 1898, without a single American casualty. This was during the Spanish-American War. Besides the art being far more minimalist, in this version of the story after their victory, the Schlitz office in Manila the next day delivered to Dewey and his crew “two bottles for every man jack in Dewey’s command,” whereas the earlier ad claims it was 3600 bottles of Schlitz, one for every sailor who took part in the battle.
Also, the phrase in ad, “splice the main brace” is in fact a nautical term defined as meaning “an order given aboard naval vessels to issue the crew with an alcoholic drink” by Wikipedia, and Origins of Naval Terminology claims. “It was the custom, after the main brace was properly spliced, to serve grog to the entire crew. Thus, today, after a hard day (or, not so hard day), the phrase has become an invitation to have a drink.” So that’s a real thing. I’ll have to figure out a way to work that into a conversation.
Today in 1909, US Patent 936011 A was issued, an invention of George J. Meyer, for his “Apparatus For Making Malt.” There’s no Abstract, although in the description it includes these claims:
Heretofore malting has usually been effected by tumbling barley or other grain around in rotatable drums or turning the same over periodically by hand or mechanical shovels while the same is supported in thin horizontal layers on a floor or in shallow boxes. None of these systems utilize the overhead space in the rooms of malt houses and therefore are not economical in this respect,
One of the objects of this invention is to utilize this overhead space to the fullest extent and thereby increase the malting capacity of a building of certain dimensions.
My invention has the further object to simplify the means whereby malting is effected so as to reduce the cost thereof and also insure a more thorough mixing of the barley from time to time during the malting operation so as to insure a more uniform product.
Tuesday’s ad is for Schlitz, from 1935. In this ad, they tell the story of Admiral George Dewey, who destroyed the Spanish fleet in Manila Bay in the Philippines in the spring of 1898, without a single American casualty. This was during the Spanish-American War. Apparently one of his rewards for this heroic feat was that the Schlitz office in Manila the next day delivered to Dewey and his crew 3600 bottles of Schlitz, one for every sailor who took part in the battle.
Today in 1904, US Patent 771495 A was issued, an invention of Florian M. Pfluger, for his “Bushing for Beer or Ale Kegs or Barrels.” There’s no Abstract, although in the description it includes these claims:
This invention relates to an improvement in bushings for bung-holes of beer and ale kegs, barrels, or similar receptacles; and the object of the invention is to provide abushing which can be readily secured in a bung-hole and which will form a liquid-tight joint between its outer surface and the surrounding wall of said hole. With the forms of bushing commonly employed for this purpose it is found that before the barrel or other receptacle is otherwise unfit for use the metal lining of the bunghole will become loosened and permit leakage of the contents of the receptacle. By the present invention means are provided where the grip or hold of the bushing on the wooden wall of the bung-hole may be maintained even after years of use, so that the life or usefulness of the receptacle will be greater than if bung-hole linings of the form heretofore employed are used.
Monday’s ad is for Schlitz, from the early 1900s. This was from a series of advertising cards that would have been handed out to people, sort of like baseball cards, with a series usually tied together by some theme. In this ad, showing a scene from Shakespeare’s “Hamlet,” specifically Act I, Scene II, the script has been altered ever so slightly to include this line, said to Hamlet by the king. “And try, Schlitz Milwaukee Beer.” I certainly don’t remember that line from the original. Maybe I’ve been seeing the wrong version all these years.
Today in 1893, US Patent 506120 A was issued, an invention of William Kiel, for his “Beer Tray.” There’s no Abstract, although in the description it includes these claims:
The object of my invention is to provide a rapid draining tray for holding wet articles, or vessels subject to overflow. It is designed more especially for holding beer glasses;
The invention consists in the herein described construction of the tray, the details of which will first be set forth, and the novel features then pointed out and claimed.
Sunday’s ad is for Schlitz, from 1900. In this ad, the story of the Schlitz Brewery’s honest is told, that and how “Purity Built It.” That, along with the illustration of pure-looking woman astride an unusually large bottle (unless she’s extraordinarily diminutive) and holding up another symbol of purity, the flower.
