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Jay R. Brooks on Beer

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Beer In Ads #1816: Charles Carroll Of Carrollton — “Father Of Religious Liberty In America”

February 9, 2016 By Jay Brooks


Tuesday’s ad is for Budweiser, from 1915, No. 9 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The ninth one features Charles Carroll III, a.k.a. Charles Carroll of Carrollton, who was the only catholic to sign the Declaration of Independence, and was last remaining signator in 1832, when he finally died at age 95. His catholicism, apparently, made him a champion of religious liberty, and his hospitality “was nothing short of royal,” being “a lifetime user of light wines and barley brews.”

Bud-framers-1915-charles-carroll

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

Beer In Ads #1815: The Pinckneys — “Fathers Of The Republic”

February 8, 2016 By Jay Brooks


Monday’s ad is for Budweiser, from 1915, No. 8 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The eighth one features The Pinckneys — Charles Cotesworth Pinckney and Charles Pinckney. They were both from South Carolina, and first cousins, once removed. Charles Cotesworth, known as “C.C.,” was the older of the two, and was a delegate to the Constitutional Convention. He also ran for president twice, as the Federalist Party candidate, but lost both times. The other Charles also signed the Constitution, and served as Governor of South Carolina, too. If you think political dynasties are recent phenomenon in America, seven people he’s related to have been governor, as well, in the 218 years since he left office. But was a Democrat, unlike his cousin the Federalist. Happily, they shared a belief in “the moderate use of light wines and barley brews.”

Bud-framers-1915-pinckneys

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

Beer In Ads #1814: Thomas Jefferson — “Father Of The Declaration Of Independence”

February 7, 2016 By Jay Brooks


Sunday’s ad is for Budweiser, from 1915, No. 7 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The seventh one features Thomas Jefferson, and tells the story of Jefferson and writing the Declaration of Independence along with some platitudes on his love of liberty, and beer, of course. It also includes what he wrote in a letter to James Madison. “A Captain Miller is about to settle in this country and establish a brewery. I wish to see this beverage become common.”

Bud-framers-1915-tom-jefferson

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

Beer In Ads #1813: John Hancock — “Father Of The Revolution”

February 6, 2016 By Jay Brooks


Saturday’s ad is for Budweiser, from 1915, No. 6 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The sixth one features John Hancock, and tells the story of Hancock and his contributions to American Independence, and even his indirect help with the constitution, including how certain they are that “he would have voted NO to prohibition enactments.”

Bud-framers-1915-john-hancock

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

Beer In Ads #1812: Benjamin Franklin — “Father Of American Diplomacy”

February 5, 2016 By Jay Brooks


Friday’s ad is for Budweiser, from 1915, No. 5 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The fifth one features Benjamin Franklin, and tells the story of Franklin in fairly gushing terms but, to their credit, at least they don’t mention that “quote.” And I love that they characterize his alcohol consumption as a “moderate user.”

Bud-framers-1915-ben-franklin

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

Beer In Ads #1811: Gouveneur Morris — “Father of the Penny”

February 4, 2016 By Jay Brooks


Thursday’s ad is for Budweiser, from 1915, No. 4 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The fourth one features Gouveneur Morris (though it’s usually spelled Gouverneur Morris), and tells the story of Morris being a part of creating the Constitution, referring to him as both the “father of the American decimal system” and the “originator of the copper cent.” In reality, he was “widely credited as the author of the document’s preamble, and has been called the ‘Penman of the Constitution.'” But I guess that doesn’t sound quite as good as the “Father of the Penny.” Although there’s also this to add to his legacy. “He loved society, and his hospitality was famous. All his life he drank the creative brews of malt and hops.”

Bud-framers-1915-guv-morris

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

Beer In Ads #1810: Alexander Hamilton — “Father Of American Credit”

February 3, 2016 By Jay Brooks


Wednesday’s ad is for Budweiser, from 1915, No. 3 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The third one features Alexander Hamilton, and tells the story of Hamilton creating the Constitution, and his contributions to creating credit. And apparently he was also a fan of beer. “During Hamilton’s lifetime he used his great influence to encourage and protect the brewing industry. Among all the Fathers of the Republic none knew better than he that honestly-brewed barley-malt beers make for true temperance.”

Bud-framers-1915-alex-hamilton

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

Norman Rockwell’s Beer

February 3, 2016 By Jay Brooks

art-beer
Today is the birthday of American illustrator and painter Norman Rockwell (February 3, 1894-November 8, 1978) one of the 20th centuries most famous artists. Known for his wholesome depictions of everyday American life, his paintings appeared on the covers of the Saturday Evening Post for almost fifty years, and he frequently did work involving the Boy Scouts, Boys’ Life and such patriotic subjects as “The Four Freedoms.” For a long time, I had assumed his conspicuous absence from the “Beer Belongs” series of ads that the brewing industry did from the 1940s through the 1960s employing some of the best known illustrators of the day, was because he wanted to maintain his wholesome image. But I later found out that he had done quite a bit of advertising work, including for at least one beer company, the Jacob Schmidt Brewing Co.

There’s also “Man with Sandwich and Glass of Beer,” which I believe was painted for an unspecified beer ad, between 1947 and 1950. I far as I can tell, it was never used, as I’ve been unable to turn up the illustration in any actual advertisement. If someone as famous as Rockwell had done the ad, it would be highly collectible and would turn up somewhere.

rockwell-beer-and-sandwich

But several years earlier, in 1930, he did do an illustration for the Jacob Schmidt Brewing Co., and specifically for their brand, Schmidt’s City Club Beer, which they started brewing in the 1920s as a non-alcoholic beer, though after 1933 it became a golden lager.

Schmidts-City-Club-Beer--Labels-Jacob-Schmidt-Brewing-Company
The City Club Beer label in 1933.

It looks like they continued to use the image, and who can blame them, for years afterwards, both in other ads and merchandising. For example, they used the artwork as the back of a deck of promotional playing cards for the brewery in 1954.

Schmidts-City-Club-Beer-Blotters-Jacob-Schmidt-Brewing-Company_6272-1

I’d seen the ad before, and searched in vain for a decent size image of it, finding only small ones. But then over the summer, “thrifting” (which is what my son calls going to yard sales and thrift shops), I found a coffee table book of Norman Rockwell’s advertising work published in 1985. And lo and behold, there was the beer ad. So I picked up the book, scanned the ad, and here it is below in all of its glory. One of the few beer ads by one of the best known illustrators in America. It includes all his trademark folksy charm, and it still relatively subtle for an advertisement, which the wooden case of beer being the most prominent sign of the brand. The bottles have the City Club labels on them, but they’re hard to see sitting on the table. A very cool ad and definitely one of my favorites.

Schmidt's-norman-rockwell-1930
Click here to see the artwork full size.

Filed Under: Art & Beer, Birthdays, Just For Fun Tagged With: Advertising, Birthdays

Beer In Ads #1809: James Madison — “Father of the Constitution”

February 2, 2016 By Jay Brooks


Tuesday’s ad is for Budweiser, from 1915, No. 2 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The second one features James Madison, and tells the story of Madison creating the Constitution, and being a moderate beer drinker. “Many a foaming glass of good barley-malt beer he drank with his bosom friend Thomas Jefferson.”

Bud-framers-1915-james-madison

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

Beer In Ads #1808: George Washington — “Father Of His Country”

February 1, 2016 By Jay Brooks


Monday’s ad is for Budweiser, from 1915, No. 1 in a series they did in 1914-15 called “Framers of the Constitution of the U.S.A.” The first one features George Washington, and tells the story of Washington presiding over the Constitutional Convention and draws some clumsy parallels between him and Anheuser-Busch. I especially love this one. “Like all of the great men of his time, he was a moderate user of good old barley brews.”

Bud-framers-1915-geo-washington

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

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