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Jay R. Brooks on Beer

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Beer In Ads #1289: Good For You Water Skiing

August 21, 2014 By Jay Brooks


Thursday’s ad is yet another one from the United States Brewers Foundation, also from 1959. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. After a couple gets up on water skis — “Good for you! — is apparently yelled to them by the man waving from the boat. Shouldn’t he be driving the boat?

USBF-1959-good-for-you-water-ski

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Iowa Sinkhole May Be 150-Year Old Beer Cave

August 21, 2014 By Jay Brooks

iowa
Last month during a routine inspection, a Cedar Rapids, Iowa bridge inspector found a suspicious looking hole in the ground. At first, he thought it might be a “potentially hazardous sinkhole near an Interstate 380 access ramp,” but as he, and others looked closer, it may actually be a 150-year old beer cave, part of the Christian Magnus Eagle Brewery and Bottling Works. According to a local newspaper report in 1977, “excavators had unexpectedly pierced a beer cave during construction of this stretch of I-380 when they were digging to lay a culvert north of Eighth Street” so it’s seems that’s the likeliest explanation.

magnus-4

Apparently, a archaeologist and an architectural historian,among others, are investigating, and are keeping an open mind that it could be any number of things. A local historian, on the hand, appears quite certain it’s the beer caves, and in the local newspaper, The Gazette, appears ready to go record with his belief that they’re beer caves:

Cedar Rapids historian Mark Stoffer Hunter is a bit more certain of the findings.

“They are the Magnus beer caves. That’s exactly what they are,” Hunter said after hearing of the discovery. “This is very exciting as an historian.”

The brewery was constructed by Jacob Wetzel in 1859.

Wetzel hired an old world brewer from Germany named Christian Magnus as his brewmaster and foreman, according to The Gazette’s Time Machine. Beer caves were essential to Magnus’ vision for the beer cooling and aging process. The brewery was a five-story complex overlooking Cedar Lake, but the back ran into a hill where the caves were located.

The brewery had five cellars that could hold 2,000 barrels, two ice houses that held up to 2,300 tons of ice, and a capacity to produce 60 barrels of beer in 12 hours.

Magnus bought out Wetzel in 1868, and at the height of production, the Christian Magnus Eagle Brewery and Bottling Works put out 25,000 barrels of 4.5 percent beer in the late 1800s and early 1900s.

Hunter said the brewery was possibly best known for Eagle Brewing, a popular beer with a logo of an eagle perched on a beer keg with its wings stretched wide and a man tapping the keg.

The brewery closed because of prohibition in 1915, although it operated for several more years producing soft drinks, among other items, before entirely shutting down in the 1920 and being demolished in 1937, Hunter said.

Hunter said in later years homeless people would use the caves, and they were later boarded up. However, children would break through the boards with “skull and cross bone — do not enter warning” to explore.

A neighborhood then was built on top of the beer caves, before being torn down for I-380, he said.

eagle-magnus-iowa-1875
The brewery from a lithograph done around 1875.

And here’s a photograph of the brewery, believed to be from 1870, from another piece in the Gazette about the Original Breweries.
magnus-3
Cedar Rapids, city of. Historical Views. Little caption information available. Photo appears to show a view of the Magnus Brewery (center), looking southwest over Cedar Lake. The brewery was located near present day Quaker Oats plant. The original Eagle Brewery was established in 1859 by Christian Magnus at the corner of Ely and Van Buren, modern D Avenue (D Ave.) and Eighth Street (Eighth St) NE in Cedar Rapids. The brewery produced beer and ale in a structure made from Anamosa stone and was considered one of the best breweries in Iowa. An immigrant from Germany, Magnus originally started a brewery for Jacob Wetzel in Cedar Rapids in 1859. In 1868, Magnus bought out his former employer and continued the European tradition of aging his beer in cold cellars beneath the brewery. When prohibition threatened his local brewing empire, Magnus invested his earning in such ventures as the Magnus Hotel, a longtime downtown landmark which fell to urban renewal during the 1970s.

Filed Under: Breweries, Just For Fun, Related Pleasures Tagged With: History, Iowa

Beer In Ads #1288: Good For You Horsing Around

August 20, 2014 By Jay Brooks


Wednesday’s ad is another one from the United States Brewers Foundation, this time from 1959. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. After a great jump on your horse — “Good for you! — they suggest having a “good glass of beer” in celebration. “Nothing, you know, is so rewarding,” they add.

USBF-1959-good-for-you-horse

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Beer In Ads #1287: Time For A Breather

August 19, 2014 By Jay Brooks


Tuesday’s ad is yet another one from the United States Brewers Foundation, again from 1956. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. I love the ad copy on all of these. “Beer has its own wonderful way of saying … ‘Time for a Breather.'” But this one is a bit weirder. I’m sure the dude has been working hard, but he looks like … well, like he’s a bit of a dandy. Who dresses up like that to do yard work? And those white gloves look pretty spotless, don’t they? Those are not the gloves of a man who’s worked hard enough to take a breather.

USBF-1956-time-for-a-breather

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Couch Trippin’ Contest

August 19, 2014 By Jay Brooks

lagunitas-circle
Lagunitas Brewing, my local down the street, is having a fun contest to win a a party in your home. That is, they’ll bring the Lagunitas Couch Trippin’ party to your home. What could be simpler?

lagunitas-couchtrip-1

So it is pretty simple, just do the following:

  1. Snap a photo of your couch & Lagunitas
  2. Tag it #couchtrippin on IInstagram and/or Twitter

lagunitas-couchtrip-2

So what can you win? Here’s how Lagunitas explains it: “We’re gonna bring the Lagunitas CouchTrippin’ party to your house … A killer band, tasty munchies, and we’ll even bring our own couch… All for you and up to 30 of your friends (sorry, we can’t have the whole town showin’ up). Follow the super simple instructions above. Or see full legal fine freakin’ print.”

Here’s mine, on our new giant sofa. It’s supposed to be a sofa bed, but we just keep it open all the time and use it as a “snuggle sofa” that fits our family of four perfectly, making it great for watching movies, playing video games, or of course, snuggling.

couch-j-2

Let’s see yours. You have until the end of the month, specifically “August 31, 2014 at 11:59:59 PM PST” to post or upload your own Couch Trippin’ photo. But make sure you read the rules first to make sure you don’t disqualify yourself. For example, I’m not actually “drinking or consuming an alcohol product,” because that’s one of the restrictions. I’m just holding the beer, giving it a sniff.

couch
lagunitas-purple

We’re looking for a house to bring our CouchTrippin’ party to — so show us a pic of your couch with Lagunitas and tag #couchtrippin on Instagram or Twitter.

Filed Under: Breweries, Events, Just For Fun, Related Pleasures Tagged With: Bay Area, California, Contest, Louisiana, Northern California

Beer In Ads #1286: Best Part Of The Day

August 18, 2014 By Jay Brooks


Monday’s ad is another one from the United States Brewers Foundation, also from 1956. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. I love the ad copy on all of these. “Beer has its own way of making this the … ‘Best part of the day.'” But it gets even better. “A tall cold glass of beer or ale — right off the ice — could anything ever fit in better with the fun and relaxation of a summer’s day?” The answer, by the way, is “no.”

USBF-1956-best-part-of-day

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Beer In Ads #1285: Come And Get It

August 17, 2014 By Jay Brooks


Sunday’s ad is another one from the United States Brewers Foundation, also from 1956. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. The ad copy on this is priceless, too. “Beer has its own friendly way of saying … ‘Come and get it.'” This time the advice in the inset box is about keeping your glass clean, by rinsing it with water just before using it.

USBF-1956-come-and-get-it

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Beer In Ads #1284: The Accordion Player

August 16, 2014 By Jay Brooks


Saturday’s ad is for Rheingold Beer, this one from 1949, and features Miss Rheingold from that year, Pat McElroy. In this ad, she’s sitting in a hay wagon, playing an accordion. Today is the first day of the 24th annual Cotati Accordion Festival, the two-day music festival in the town where I live.

Rheingold-1949-accordion

Filed Under: Art & Beer, Beers Tagged With: Advertising, History

Beer In Ads #1283: Let’s Just Sit Awhile

August 15, 2014 By Jay Brooks


Friday’s ad is still another one from the United States Brewers Foundation, again from 1956. This was part of the “Beer Belongs” series, but after the numbered “Home Life in America” run. The ad copy on this is priceless, too. “Beer has its own wonderful way of saying … ‘Let’s just sit awhile.'” This time the advice in the inset box is about pouring your beer straight down the center, not tilted, because “it tastes even better that way!”

USBF-1956-sit-awhile

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

At GBBF

August 15, 2014 By Jay Brooks

gbbf-2014
I love the Great British Beer Festival, and it’s a crying shame I don’t get over the pond often enough to attend it. Happily, Mark Dredge, who in addition to Pencil & Spoon, has been doing some work for Pilsner Urquell, had a camera crew follow him around the hall at the Great British Beer Festival. He’s created a short video giving a flavor of what it’s like to be there. So if, like me, you missed it this year, here’s at least a glimpse at what being there be like. Enjoy.

gbbf-2014

Filed Under: Beers, Events, Just For Fun Tagged With: CAMRA, England, Great Britain, UK, Video

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