Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #2142: .. And It’s Double-Flavored, Too!

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Saturday’s ad, and the last one for 2016, is for Pabst Blue Ribbon, again from 1942. It’s another fairly odd cartoon with our two intrepid window washers, this time in white overalls with red shirts, up a flagpole, bouncing down. Another pun-filled ad again titled “‘DOUBLE-HOPPED’ is why it’s DOUBLE DRY .. and Double-Flavored, too!” The ad copy certainly suggests they were emphasizing the beer’s hop character, and then even mention the brewing process for this beer, or at least part of it, and it’s only slightly altered from the first of these I found three days ago. “Here’s how it’s DOUBLE-HOPPED to double your refreshment. 1. Hops are added in the brew kettles, the usual way. 2. Then, in a unique process, additional hops are suspended in tanks where the ale ages. Slowly, these tender young blossoms add their fragrance and flavor…giving double the tangy dryness, double the delicious aroma and distinctive flavor.” I don’t know how unique that was, it sounds pretty much like dry-hopping, though maybe it was unusual in the U.S. at the time. Or could simply have been adspeak hyperbole. But they’re not done, and end with this pun. “Hop To It and See!”

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Beer In Ads #2141: It’s Double-Dry

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Friday’s ad is for Pabst Blue Ribbon, again from 1942. It’s another fairly odd cartoon with our two intrepid window washers, all in red, back again. This time they’re again jumping down off a building, but it must have been shorter since they’re not using buckets as parachutes. The pun-filled ad is again titled “‘DOUBLE-HOPPED’ is why it’s DOUBLE DRY .. and Double-Flavored, too!” The ad copy certainly suggests they were emphasizing the beer’s hop character, and then even mention the brewing process for this beer, or at least part of it, and it’s only slightly altered from the first of these I found two days ago. “Here’s how it’s DOUBLE-HOPPED to double your refreshment. 1. Hops are added in the brew kettles, the usual way. 2. Then, in a unique process, additional hops are suspended in tanks where the ale ages. Slowly, these tender young blossoms add their fragrance and flavor…giving double the tangy dryness, double the delicious aroma and distinctive flavor.” I don’t know how unique that was, it sounds pretty much like dry-hopping, though maybe it was unusual in the U.S. at the time. Or could simply have been adspeak hyperbole. But they’re not done, and end with this pun. “Hop To It and See!”

Pabst-1942-double-dry

Beer In Ads #2140: “Double-Hopped” Is Why

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Thursday’s ad is for Pabst Blue Ribbon, again from 1942. It’s another fairly odd cartoon with our two intrepid window washers, all in red, trading in their overalls for bathing suits. This time they’re at the circus, and diving off the high diving board, into the tiny bucket of water and bouncing over to the carousel, landing on a pair of camels, having snagged two bottled of ale along the way. A trick dive, indeed.vThe pun-filled ad is titled “‘DOUBLE-HOPPED’ is why it’s DOUBLE DRY .. and Double-Flavored, too!” I don’t think I realized that Pabst had made an ale, and it was called “Pabst Blue Ribbon Double-Dry Ale,” no less. The ad copy certainly suggests they were emphasizing the beer’s hop character, and then even mention the brewing process for this beer, or at least part of it.

Pabst-1942-circus

Beer In Ads #2139: Hop … Hop … Hooray

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Wednesday’s ad is for Pabst Blue Ribbon, from 1942. It’s a fairly odd cartoon with two window washers, all in red, jumping off a building and using their buckets as parachutes, just so they get a couple of beer. The pun-filled ad is actually titled “‘DOUBLE-HOPPED’ is why it’s DOUBLE DRY .. and Double-Flavored, too!” I don’t think I realized that Pabst had made an ale, and it was called “Pabst Blue Ribbon Double-Dry Ale,” no less. The ad copy certainly suggests they were emphasizing the beer’s hop character, and then even mention the brewing process for this beer, or at least part of it. “First, you see, hops are added as usual, in the brew kettles. Then, in a unique and costly process, huge sacks of succulent young hop blossoms are suspended in the tanks as the ale ages.” I don’t know how unique that was, it sounds pretty much like dry-hopping, though maybe it was unusual in the U.S. at the time. Or could simply have been adspeak hyperbole.

Pabst-1942-double-hopped

Beer In Ads #2138: Hamm’s Acid Trip

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Tuesday’s ad is for Hamm’s, from 1974. It was created as an iron-on t-shirt design by RoAcH studios. And typical of the designs of that time, it looks to me like what the Hamm’s Bear would see after he dropped acid, chased with a Hamm’s, of course. Sitting by a stream, beer mug in hand, leaning on a beer can that’s about the same size as a man, and bright, colorful flowers all around, and the rays of the run peeking above the top of the can. Dude….

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Here’s a slightly brighter image, though it’s also a lot smaller.

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Ballantine’s Literary Ads: Louis Bromfield

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Between 1951 and 1953, P. Ballantine and Sons Brewing Company, or simply Ballentine Beer, created a series of ads with at least thirteen different writers. They asked each one “How would you put a glass of Ballantine Ale into words?” Each author wrote a page that included reference to their beer, and in most cases not subtly. One of them was Louis Bromfield, who’s best known for as a conservationist and farmer.

Today is the birthday of Louis Bromfield (December 27, 1896–March 18, 1956), who “was an American author and conservationist who gained international recognition, winning the Pulitzer Prize and pioneering innovative scientific farming concepts.”

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His piece for Ballantine was done in the form of his reminiscences about his first Ballantine Ale, and why he continues to recommend it or serve it to friends:

Ballantine Ale is a breeze-tossed field of barley … a handful of sun-warmed aromatic hop leaves … a fusion of light and air and taste.

The golden sun, the warm rains, the richness of the earth itself … all lend their goodness to this delightful drink.

Ale itself is the very symbol of good fellowship, of rich and hearty living throughout centuries.

I have never known Ballantine Ale to be anything but wonderful. Friends and neighbors to whom I offer it tell they never really knew who ale should taste until they changed to Ballantine.

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Beer In Ads #2135: Damsleth’s Julöl

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Saturday’s holiday ad is for a Norwegian beer, from 1940. It was created by well-known Norwegian cartoonist, illustrator and ad-man Harald Damsleth. It depicts a young girl flying in a red boat filled with at least five kegs and two dragon’s heads at either end. The word “Julöl” is in the snow below, and the “J” is a broom. Maybe it’s from some Norwegian folktale I’m unfamiliar with, but it looks like it’s from an odd dream. Although the girls is smiling, and there are birds flitting about nearby, so it can’t be all bad.

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