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?

Wednesday’s ad is for is by the United Brewers Industrial Foundation, from 1941. 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 “This Book Isn’t Worth Reading … tear down the Library!,” they’re making the case that just because you might find one bad book, you wouldn’t condemn every book, and saying the same is true for the unscrupulous beer retailer, suggesting that they’re not all bad and you shouldn’t paint the entire industry as bad because of that one bad apple. I can’t help but wonder about how the prohibitionists were hammering them over this given that they made this effort to sway public opinion. I know that the prohibitionist wingnuts didn’t give up after repeal, and in fact came back hard to try to limit alcohol in every way they could, attacking it from many angles, using all manner of specious arguments and tactics (which I always find fascinating since they always claim the higher moral ground).

Tuesday’s ad is for is by the United Brewers Industrial Foundation, from the late 1930s. 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 “One Sour Note,” they’re making the case that just because you might find one unscrupulous beer retailer that they’re not all bad and you shouldn’t paint the entire industry as bad because of that one bad apple, all using the analogy of many musicians making up the sound in an orchestra.

Monday’s ad is for is by the U.S. Brewers Foundation, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, another one entitled “Good For You,” two couples are out for an evening of bowling, which at the time was one of the most popular pastimes. In the 1950s, the highest rated sports television show was “Bowling For Dollars,” which seems crazy today. “What a great feeling to see all the pins go down…”

Sunday’s ad is for is by the U.S. Brewers Foundation, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, another one entitled “Good For You,” a trio of people are fishing on the beach, and it looks the woman in the foreground has caught a good-sized fish, which one of the men is holding up proudly. After this, they’re all going to need some beer.

Saturday’s ad is for is by the U.S. Brewers Foundation, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, another one entitled “Good For You,” the scene is a foursome on the golf course, specifically a putting green and you know they’re going to all share many beers after “the wonderful moment when a fifteen-footer drops right in.”

Thursday’s ad is for is by the U.S. Brewers Foundation, from 1958. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, unfortunately not a great scan of it, has the headline “Enjoy A Lightcap Instead Of A Nightcap,” and presumably has something to do with going to the theatre.

Thursday’s ad is for is by the U.S. Brewers Foundation, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, with the headline “It’s a fact … America’s first brewery was built on Manhattan Island in 1612,” the ad tells the story of that brewery with a raised tankard of beer.

Wednesday’s ad is for is by the U.S. Brewers Foundation, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, the ad copy is about the huge amount of payroll paid to its workers by the brewing industry, enough to build 44,760 homes. That amount, in 1959, was $470 million (or $4,030,597,251 in today’s dollars). And that amount doesn’t include employees of distributors, retailers (presumably also not including bartenders and waitstaff at restaurants and/or bars) or allied industry workers, meaning there could be many more houses, too, thanks to the brewing industry.

Monday’s ad is for is by the U.S. Brewers Foundation, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, the ad copy is about the huge amount of federal taxes paid by the brewing industry, enough to build 191 Nike Ajax missile sites, or $764 billion dollars ($6,552,000,000,000 in today’s dollars, although it could be as much as $28,300,000,000,000 depending on how you calculate it). No matter how you figure it, it was a lot of tax revenue.