Saturday’s ad is for is by Ballantine Ale, from 1958. In the 1950s, Ballantine advertised the hop variety “Brewer’s Gold” as “a rare strain of choice hops” and even registered it as a trade-mark, although Brewers Gold is widely available today. In this ad, a pirate appears to have found some liquid gold in the form of a ginormous glass of Ballantine Ale.
Friday’s ad is for is by Ballantine Ale, from 1958. In the 1950s, Ballantine advertised the hop variety “Brewer’s Gold” as “a rare strain of choice hops” and even registered it as a trade-mark, although Brewers Gold is widely available today. In this ad, a conquistador appears to have found El Dorado, the fabled city of gold, and among the gold was te liquid kind, specificially a ginormous glass of Ballantine Ale.
Thursday’s ad is for is by Ballantine Ale, from 1958. In the 1950s, Ballantine advertised the hop variety “Brewer’s Gold” as “a rare strain of choice hops” and even registered it as a trade-mark, although Brewers Gold is widely available today. In this ad, a Prospector is in a cave, panning for gold (which is odd, because usually you pan in a river or stream, but he must have said the magic words, “It’s the Genuine,” and a glass of liquid gold appeared to him. Or maybe he’s starting to hallucinate, which would at least explain why he’s panning for gold without a water around.
Wednesday’s ad is for is by Ballantine Ale, from 1957. In the 1950s, Ballantine advertised the hop variety “Brewer’s Gold” as “a rare straion of choice hops” and even registered it as a trade-mark, although Brewers Gold is widely available today. In this ad, a Cowboy is out in the desert, sitting on a chest of gold, but seems most happy about that ginormous glass of beer that’s appeared before him like an oasis, as he recites the magic words, “It’s the Genuine.”
Tuesday’s ad is for is by Ballantine Ale, from 1957. In the 1950s, Ballantine advertised the hop variety “Brewer’s Gold” as “a rare straion of choice hops” and even registered it as a trade-mark, although Brewers Gold is widely available today. In this ad, the genie Aladdin has granted a wish and a Ballantine Ale appears on a magic flying carpet. though instead of “abracadabra,” the magic words are “It’s the Genuine.”
Monday’s ad is for is by the United Brewers Industrial Foundation, from 1938. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. But even before those efforts, the UBIF put their toe in the trade advertising pond with ads under the title “The Record … Facts That Concern You” and always ending with the tagline “Beer … a beverage of moderation,” and the continued on with some similar-themed ads after that.
In this ad, with the headline “Yes… the brewers do mean business,” the ad is all about “Beer Statesmanship” and ensuring all of the bars and retailers selling beer post-prohibition do so in a positive manner with no illegal activities or unscrupulous practices taking place in them. This was their attempt to clean up their image and, in effect, undo the damage of the smear campaign and propaganda that the prohibitionists employed to get prohibition passed in the first place, and which they returned to immediately after its repeal.
Sunday’s ad is for is by the United Brewers Industrial Foundation, from 1940. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. But even before those efforts, the UBIF put their toe in the trade advertising pond with ads under the title “The Record … Facts That Concern You” and always ending with the tagline “Beer … a beverage of moderation,” and the continued on with some similar-themed ads after that.
In this ad, with the headline “The Moderation Hour,” the scene is two men in what I think is supposed to be a booth at a bar having a beer together. But the cuckoo clock on the wall behind them doesn’t have any chains or weights to make it work, or the pendulum for that matter. But the tagline below the table is what the ad is trying to promote. “Good Beer and Ale in wholesome, modern taverns, offer Americans pleasant, inexpensive relaxation!” And they point out that all that relaxing led to the industry paying $411,596,780 in state and federal taxes.
Saturday’s ad is for is by the United Brewers Industrial Foundation, from 1944. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. But even before those efforts, the UBIF put their toe in the trade advertising pond with ads under the title “The Record … Facts That Concern You” and always ending with the tagline “Beer … a beverage of moderation,” and the continued on with some similar-themed ads after that.
In this ad, with the headline “Within The Family’s Inner Circle … Beer Is Welcome, Too!,” the scene is a 50th-anniversary party, but the ad talks about how welcome beer is, and ought to be, welcome at so many family gatherings as “a beverage of moderation.”
Friday’s ad is for is by the United Brewers Industrial Foundation, from 1943. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. But even before those efforts, the UBIF put their toe in the trade advertising pond with ads under the title “The Record … Facts That Concern You” and always ending with the tagline “Beer … a beverage of moderation,” and the continued on with some similar-themed ads after that.
In this ad, with the headline “But Why Court-Martial The Whole Regiment?,” they’re suggesting that every group of soldiers has one or two who can’t pass muster and that you would simply get rid of those underperforming ones rather than get rid of the entire unit. That’s compared again to bad bars and taverns, so there must have been a concerted effort by prohibitionists using the unscrupulous bars and retailers again the entire industry at that time (not that they’ve stopped) and these ads were the industry’s response.
Thursday’s ad is for is by the United Brewers Industrial Foundation, from 1940. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. But even before those efforts, the UBIF put their toe in the trade advertising pond with ads under the title “The Record … Facts That Concern You” and always ending with the tagline “Beer … a beverage of moderation.”
In this ad, with the headline “What Hops Do For Beer And Ale,” the short answer is they’re “for flavor.” One curious aspect of this particular ad is that in the upper right-hand corner it indicates that this ad is “No. 21 of a series.” So far, I’ve only found three ads with this same “The Record” banner at the top. I’d long suspected there must have been more, but this leads me o believe there are many more, at least 21 and probably more than that. I wonder where they are?
