
Thursday’s ad is for Molson, from — I’m just guessing — the 1960s or 70s. I love the tray, and that ad copy. “Thirsting for the best of Canada? Make sure it’s Molson.”

By Jay Brooks
By Jay Brooks
![]()
It’s been rumored for weeks, maybe longer, but I got the word a few days ago that the California Senate would vote this morning between 9 and 10 o’clock on SCR 66, introduced by Senate majority leader Ellen Corbett, a resolution to declare February California Beer Month. Rick Sellers, who writes at Pacific Brew News and lives in Sacramento, was on hand and a few minutes ago tweeted that the senate passed the resolution 36-0!
Here’s the text of the resolution:
SCR 66, as introduced, Corbett. California Craft Brewery Month. This measure would proclaim the month of February 2012 as California Craft Brewery Month.
WHEREAS, California is the birthplace of the craft brewing movement, when Fritz Maytag acquired the Anchor Brewing Company in 1965 and began brewing authentic, handcrafted beers;
andWHEREAS, California is the home of the first microbrewery, beginning with Jack McAuliffe who built a small brewery in Sonoma from scratch, and began selling New Albion ales in 1977;
andWHEREAS, The second largest craft brewer in the country, Sierra Nevada Brewing Company, was founded in Chico, California, in 1979, and spurred the craft brewery movement around the country; and
WHEREAS, In 1977, Governor Jerry Brown signed Assembly Bill 3610 to amend the state’s tied-house laws to remove the restriction on on-premises sales of craft beer. Following this change in law, California became home to three of the first five brewpubs in America; and
WHEREAS, The second brewpub in America was opened by the Mendocino Brewery in Hopland, California; the third brewpub, opened in September 1984, was Buffalo Bill’s in Hayward, California; and the fifth, opened by John Martin in March 1986, was Triple Rock Brewery in Berkeley, California; and
WHEREAS, The California craft brewery industry has an annual impact of $500 million on the state’s economy in direct wages and benefits; and
WHEREAS, The California craft brewery industry creates more than 17,000 jobs, which in turn creates billions of dollars in positive economic impact; and
WHEREAS, The California craft brewery industry creates more revenue for the state and federal governments than many other industries, generating more than $36 million in taxes in 2010; and
WHEREAS, California now has more breweries than any other state in the country, including over 280 small, independently owned craft breweries; and
WHEREAS, California is now known and recognized internationally for the quality of its craft breweries. Year after year, Californian breweries win more medals at the World Beer Cup, the largest international beer competition in the world, and the Great American Beer Festival, the largest beer competition in the United States, than breweries found in other states; and
WHEREAS, Brewery tourism is increasingly popular and contributes to the economic impact of the state’s tourism industry; and
WHEREAS, The California craft brewery industry is a leader in the stewardship of natural resources and the environment, and has made a major commitment to implement sustainable practices that are environmentally sound, including some of the largest solar arrays in the private sector, and the use of fuel cells and other innovative conservation techniques and processes; and
WHEREAS, Despite the challenges of intense global competition, the state’s craft brewery industry is strong and growing, and is a major contributor to the economic vitality of California; now, therefore, be it Resolved by the Senate of the State of California, the Assembly thereof concurring, That the Legislature hereby proclaims the month of February 2012 as California Craft Brewery Month; and be it further Resolved, That the Secretary of the Senate transmit copies of this resolution to the author for appropriate distribution.
And not a moment too soon, only 23 days into the month. Now that’s political efficiency. I’ll post more details as they become available. At least this year there’s an extra day in the month to celebrate. Happy California Beer Month everybody.
By Jay Brooks

This will be obvious to anyone who’s ever home brewed, but it’s still nice to see it laid out. Dave Conz, who’s an assistant research professor at the Center for Nanotechnology in Society and the Consortium for Science, Policy, and Outcomes (and a lecturer in interdisciplinary studies in the School of Letters and Sciences at Arizona State University) penned an article, What Beer Can Teach Us About Emerging Technologies, where he makes the case that the legalization of homebrewing led to the rise in commercial brewers and breweries, along with a wave of innovation and creativity. Hard to disagree with that. To my mind, homebrewing is easily the ultimate DIY.
By Jay Brooks

Wednesday’s ad is for Pabst, probably from the late 1930s, early 40s. The cartoon tells the story of Pabst Blue Ribbon blending 33 different (not that different, obviously) beers to create PBR. Or as they put it, “33 Fine Brews Blended into One Great Beer.” Apparently it’s the blending that gives it “that swell flavor.”

By Jay Brooks

At last week’s Three Ring Circus beer dinner, Nicole Erny teased that she had big news coming this week, but told us she was sworn to secrecy. Well today she could finally reveal her news. Erny, who recently became the first female Master Cicerone — and only the fourth overall — has been selected by Zagat as one of their 30 Under 30: San Francisco’s Hottest Up-and-Comers. As for “why she made the list,” Zagat had this to say:
Sitting at the rusty old table with her grandfather as a child tasting different kinds of pears and plums from his orchard is what this up-and-comer credits for developing the neural pathways between the tongue and brain that are so integral in deciphering the nuances of beverages. In addition to being the exam manager for beer sommelier program Cicerone, she’s also its first female Master and is a leading figure on the San Francisco brewscape, especially during annual Beer Week. Blogging and tweeting under the handle @beer_muse, her mission is to raise the bar on how restaurants treat beer as part of their beverage program, with the help, of course, of gals like her.
Join me in congratulating Nicole on this latest honor. Things are really starting to happen for her, and it’s great seeing more and more people turning their passions into careers. Way to go, Nicole!

Nicole and me at Sean Paxton’s Three Ring Circus beer dinner last Wednesday. (photo by Mike Condie.)
By Jay Brooks
![]()
Today in 1979, Saint Lucia gained their Independence from the United Kingdom.
Saint Lucia

Saint Lucia Breweries
Saint Lucia Brewery Guides
Other Guides
Guild: None Known
National Regulatory Agency: None
Beverage Alcohol Labeling Requirements: Not Known
Drunk Driving Laws: Unknown




Alcohol Consumption By Type:
Alcohol Consumption Per Capita (in litres):
WHO Alcohol Data:
Patterns of Drinking Score: 2
Prohibition: None

By Jay Brooks

Tuesday’s ad is for Schlitz, from the 1960s, when they debuted the “Aluminum soft top” can, which according to the ad was much easier to open than the “old hard way.” They billed it as the “world’s easiest opening beer can!” I’m not sure about their prophecy that “Some day all beer cans will open this easy!” Time seems to have passed by that innovation.

By Jay Brooks

Steve Atkinson, who does great video work for the Celebrator and others, put together this fun video from last night’s SF Beer Week closing celebration at the Trumer Brauerei in Berkeley. I should give you fair warning; you will have to suffer through not one, but two interviews with yours truly. Enjoy.
By Jay Brooks

Monday’s ad is the companion to yesterday’s Beer In Art post, Gil Elvgren’s Shiner Texas Special. After Elvgren finished the artwork, Shiner marketing applied the text and logo in upper righthand corner. The result, I think, is a pretty great looking ad.

By Jay Brooks

Today’s work of art is by the American pin-up artist Gil Elvgren known for his glamour illustrations and cheesecake paintings, though he also worked in advertising throughout his forty-year career. In 1953, he did this painting for the Spoetzl Brewery in Shiner, Texas. It was originally founded in 1909, today it’s owned by the Gambrinus Company in San Antonio.

The finished ad included the addition of the Shiner logo and was known as “Shiner Texas Special. You can see the final ad in tomorrow’s Beer in Ads series.
To learn more about Gil Elvgren, check out his biography on Wikipedia or on GilElvgren.com. The American Art Archives has more of his advertising illustrations and you can see more of his pin-up work at Elvgren Pinup, GilElvgren.com, the Great American Pin-Up and the Elvgren Concordance, which has over 500 of his pin-up works.
