Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4806: Ballantine King Bock Of The Rock

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This year I decided to concentrate on Bock ads. Bock, of course, originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Thursday’s ad is for Ballantine & Co. Brewery of Newark, New Jersey for their Bock Beer, and was created in 1888. The lithographer was again H. Schile & Co. of 14-16 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company. Curiously, at the bottom of the print in a small font is what appears to be a title that reads: “King Bock of the Rock.”

Historic Beer Birthday: Robert F. Ballantine

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Today is the birthday of Robert Francis Ballantine (January 3, 1836-December 9 or 10, 1905). He was born in New Jersey, and was the son of Peter Ballantine, who founded the Patterson & Ballantine Brewing Company in 1840 in Newark, New Jersey. Peter Ballantine had three sons, and they joined him in the business in 1857, which is when the name was changed to the P. Ballantine and Sons Brewing Company. In 1883, when his father died, Robert became president of the brewery, outliving both his brothers and continuing to run the family business until his own death in 1905.

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This short biography of Robert Ballantine is from “New Jersey History,” published in 1909:

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And this lengthier obituary is from the Brewers Journal:

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And here’s a history of the Ballantine brewery from “A History of American Manufactures from 1608 to 1860,” by John Leander Bishop, Edwin Troxell Freedley, Edward Young, published in 1868:

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Ballantine’s Literary Ads: Clarence Budington Kelland

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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 Clarence Budington Kelland, who was an American writer. He once described himself as “the best second-rate writer in America”

Today is the birthday of Clarence Budington Kelland (July 11, 1881–February 18, 1964). “Although largely forgotten now, Kelland had a long career as a writer of fiction and short stories, stretching from 1913 to 1960. He was published in many magazines, including The Saturday Evening Post and The American Magazine. A prolific writer, his output included sixty novels and some two hundred short stories. His best known juvenile works were the Mark Tidd series and the Catty Atkins series, while his best known adult work was the Scattergood Baines series. Other notable adult books by Kelland include Conflict (1920), Rhoda Fair (1925), Hard Money (1930), Arizona (1939), and Dangerous Angel (1953). Kelland was the “literary idol” of the teenaged John O’Hara. He was referred to in a 1995 installment of Harlan Ellison’s television commentary, Harlan Ellison’s Watching for the program Sci-Fi Buzz, wherein Ellison laments what he perceives as a prevailing cultural illiteracy.

Kelland’s work resulted in some thirty Hollywood movies, including Speak Easily (1932) starring Buster Keaton. Opera Hat, a serial from The American Magazine, was the basis for the film Mr. Deeds Goes to Town (1936) starring Gary Cooper. Opera Hat later was turned into the short-lived television series Mr. Deeds Goes to Town (1969–70), and the movie Mr. Deeds (2002). One of Kelland’s best-known characters was featured in the Scattergood Baines series of six films from 1941 to 1943, starring Guy Kibbee.”

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His 1952 piece for Ballantine was done as a reminiscence of his first taste of Ballantine in America, just after a well-played round of golf:

Ballangine is a companionable drink.

With a glass in hand, conversation seems to flow more freely, and even controversial subjects are discussed more tolerantly in a spirit of friendship.

Ballantine Ale does not interrupt, but becomes a charming part of conversation. It seems to belong with pleasant words and valued friends — to be lingered over its thoughtful enjoyment.

When a party of gentlemen gathers for purposes serious or genial, Ballantine Ale becomes a sort of moderator. It seems, somehow, to mellow the atmosphere in tune with its own mellowness. It is the most desirable of all social beverages.

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Beer In Ads #2657: Winter Sports To Enjoy With Ballantine Ale

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Thursday’s ad is for is by Ballantine Ale, from 1954. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, part of a small series, the focus is on “Winter Sports,” specifically three you can enjoy with Ballantine Ale. These are two obvious ones: skating and skiiing, but the third is more surprising. It’s curling, which in 1954 must have been almosy unknown. It wasn’t a regular Olympic sport until 1998, although it was a demonstration sport in the 1924 and 1932 games, and then again in the 1988 and 1992 games, but nowhere near 1954.

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Beer In Ads #2656: Windows That Look In On Ballantine Ale

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Wednesday’s ad is for is by Ballantine Ale, from 1953. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, part of a small series, the focus is on “Windows,” specifically windows from three specific places where you can find Ballantine Ale through the windows, in Boston, Massachusetts, Palm Springs, California, and Havana, Cuba.

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Beer In Ads #2655: Doors That Lead To Ballantine Ale

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Tuesday’s ad is for is by Ballantine Ale, from 1953. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, part of a small series, the focus is on “Doors,” specifically doors from three specific places where you can find Ballantine Ale behind the doors, in New York City, North Carolina and on a train.

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Beer In Ads #2654: Tables Reserved For Ballantine Ale

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Monday’s ad is for is by Ballantine Ale, from 1953. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, part of a small series, the focus is on “Tables,” specifically tables from three specific places where you can find Ballantine Ale on the menu, in Houston, Texas, Boca Raton, Florida and Hollywood, California.

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Beer In Ads #2653: Ballantine Beer Watches Your Belt-Line

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Sunday’s ad is for is by Ballantine Ale, from 1954. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, with the headling “Ballantine Beer Watches Your Belt-Line … with fewer calories than any other leading beer.” So essentially they’re touting its low-calorie properties a decade before the advent of lite beer or diet beer. The ad features still another thin-waisted model, though I’m not sure if she was well-known or not. But I guess she had a small enough waist to get the job, something all of the women in this series of ads seem to share.

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Beer In Ads #2652: Ballantine Beer Watches Your Belt-Line

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Saturday’s ad is for is by Ballantine Ale, from 1954. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, with the headling “Ballantine Beer Watches Your Belt-Line … with fewer calories than any other leading beer.” So essentially they’re touting its low-calorie properties a decade before the advent of lite beer or diet beer. The ad features yet another thin-waisted model, though I’m not sure if she was well-known or not. But I guess she had a small enough waist to get the job, something all of the women in this series of ads seem to share.

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Beer In Ads #2651: Ballantine Beer Watches Your Belt-Line

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Friday’s ad is for is by Ballantine Ale, from 1955. Most of this month I’ve been posting Brewer’s Gold ads from the 1950s, but I’ve shared all of the ones I could find, so for the remainder of the month there will be random Ballantine ads. In this ad, with the headling “Ballantine Beer Watches Your Belt-Line … with fewer calories than any other leading beer.” So essentially they’re touting its low-calorie properties a decade before the advent of lite beer or diet beer. The ad features another thin-waisted model, though I’m not sure if she was well-known or not. BUt I guess she had a small enough waist to get the job.

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