Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #1601: Beer Is A Food

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Monday’s ad is for Ruppert’s Knickerbocker — The Beer That Satisfies — from 1914. The Jacob Ruppert Brewery in New York put out this priceless ad during the inevitable march to prohibition, six years before it was enacted. They were obviously still hoping to turn public opinion with this great copy. “For the good of the public health, it is highly desirable that all prejudice against beer should be removed. This prejudice is held exclusively by people who do not drink beer.” The ad continues by listing great reasons why beer is so awesome. Unfortunately, it didn’t work.

Evening-2BWorld-2B1914

Beer In Ads #1599: A Pair Of Pheasants

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Saturday’s ad is for Schlitz, from 1953. So what’s the going rate for a glass of beer? Why, a pair of pheasants, of course. And this as is a two-fer. There are not one, but two, magic bottles in the ad. Both full glasses shown have only half-empty bottles next to them, and in fact they look nearly full, with only a small amount just about reaching the top of the label gone.

Schlitz-1943-pheasant

Beer In Ads #1597: When Work Is Done

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Thursday’s ad is for Great Britain brewers’ “Beer is Best” campaign, from 1935. Part of the British brewers series of ad promoting beer generally, this one focuses on an after work drink as a positive, where a man can “put away the cares of the day; restores his toil-spent energy; revives his flagging spirit.” But what stood out for me was at the bottom of the ad there’s a simple list of beer’s four ingredients, which they list as “Malt · Hops · Sugar · Yeast.” What was that third one again?

beer-is-best-1935

Beer In Ads #1596: Speaking Of Miracles

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Wednesday’s ad is for Schlitz, from 1951. This is an odd ad, showing a man who could easily be mistaken for being in drag, but is just dressed up as a gypsy or fortune-teller. Wearing a goofy grin, he’s seeing a bottle of Schlitz and a full glass of beer in his crystal ball, apparently giving him the idea that a cold drink of beer would be a miracle after a hard day of work.

Schlitz-1951-crystal-ball

Beer In Ads #1595: The Bow Tie Tuxedo

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Tuesday’s ad is for Budweiser, from 1949. Part of Bud’s long-running “there’s nothing like it” series, the ad starts with “Waltz time, rhumba, foxtrot, swing,” showing a couple out dancing, dressed to the nines. You gotta love that teeny, tiny thin bow tie the man is wearing with his tux. But my favorite is a throwaway statement in the bottom right corner of the ad. “There’s more Budweiser — and there will be still more as our vast expansion program continues.” Uh oh.

Bud-1949-tuxedo-bowtie

Beer In Ads #1594: Backyard Curiosity

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Monday’s ad is for Schlitz, from 1948. This is another of their long-running “I was curious” three-panel series. This one features a young man with no waist wearing Mom jeans being lured into a backyard by an older couple. Check out the leopard print being worn by the cougar in the second panel. Meow.

Schlitz-1948-backyard

Beer In Ads #1593: Better Try Extra-Dry

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Sunday’s ad is for Goebel Beer, from 1949. The Detroit, Michigan brewery set their ad at night in the desert, presumably to make the association with an arid climate since the tagline is “better try extra-dry Goebel beer.” It certainly makes me thirsty looking at all that sand, not to mention the campfire.

Goebel-1949-desert

Beer In Ads #1592: Reflection Of No Bitterness

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Saturday’s ad is for Schlitz, from 1943. I’ve talked about this before, how oftentimes back in the earlier part of the century, products like beer were referred to as “friendly.” Here’s another example where Schlitz claims that “for millions of Americans the simple joy of companionship are made richer, deeper, more satisfying with a glass of friendly SCHLITZ.” Damn straight, skippy, I don’t want one of those unfriendly beers touching my lips.

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