Wednesday’s ad is for Rheingold Beer, from 1943, and features Miss Rheingold from that year, Sonia Gover. Holding a hammer in her hand, she’s presumably just hung the wreath. Nice job. Was “The Season’s Greetings” already painted on the wall?
Anchor Christmas Day 2014
Time was when today, the Monday before Thanksgiving, was the traditional day on which Anchor’s Our Special Ale — a.k.a. their Christmas Ale — was released each year. Every year since 1975 the brewers at Anchor Brewery have brewed a distinctive and unique Christmas Ale, which is now available from early November to mid-January.
From this year’s press release:
“Every year we’ve changed our Christmas Ale. It hasn’t just been for change’s sake, though,” said Mark Carpenter, Brewmaster at Anchor Brewing Company. “For the past few years we’ve evolved the recipe to perfect a particular style of dark spiced ale and I believe we succeeded. So this year we went on a different path, exploring new possibilities and making larger changes. I’m happy to say we’re very pleased with the results. This year’s ale is aromatic with hints of citrus fruit, spices, and subtle piney hop notes. The flavor has a sarsaparilla-like sweetness with rich caramel maltiness and a pleasantly balanced back-end bitterness. The mouth feel is smooth with a full, velvety texture. The beer pairs well with rich meats, thick saucy dishes, roasted vegetables, and even your aunt’s fruitcake! We’re happy with this year’s Christmas Ale and while I don’t yet know where we’ll take it next year, we’ll continue to keep Anchor fans guessing as we do every year.”
Since ancient times, trees have symbolized the winter solstice when the earth, with its seasons, appears born anew. The tree depicted on the 2014 Christmas Ale is the Giant Sequoia. It was hand-drawn by James Stitt, who has been creating Christmas Ale labels since 1975, to look as a “Big Tree” planted in 1975 might look today.
Anchor Brewing chose the Giant Sequoia for the 40th annual Christmas Ale in celebration of the 150th anniversary of the Yosemite Act. Signed into law by President Lincoln during the Civil War, it granted the Yosemite Valley and the Mariposa Big Tree Grove to the State of California “for public use, resorts, and recreation.” The first such land grant in American history, it marked the beginning of the California State Parks.
Anchor first began their active support of the California State Parks when they announced in 2012 that proceeds of Anchor California Lager would benefit the California State Parks Foundation. This year’s Christmas Ale continues the celebration of one of the Golden State’s most precious institutions and its natural heritage.
Christmas Ale is a traditional “Wassail” of medieval England. In the olden days, brewers often used delicious blends of natural spices to give their Christmas ale a distinctive character. Similarly brewed, the Anchor Christmas Ale recipe remains a closely guarded secret every year. It’s always brewed using malted barley, fresh whole hops, and a true “top-fermenting” yeast. Its deep, rich color is produced by using a blend of roasted malts, carefully selected to achieve not only the deep color of this ale, but also to provide much of its distinctive malty flavor. The whole-cone hops provide a balanced back-end bitterness and subtle piney hop aroma. This is accompanied with aromas of citrus fruit and herbal spices.
Even though for the last few years, Anchor’s Christmas Ale is released in early November, I continue to observe Anchor Christmas Day on the Monday before Thanksgiving. I know I’m a sentimental old fool, but I liked that they used to wait that long to release it, even though I understand why they had to abandon it. But some things are worth waiting for. If you agree with me, please join me in drinking a glass of this year’s seasonal release tonight. Happy Anchor Christmas Day!
Beer In Ads #1274: How To Schlitzcelebrate Holidays
Wednesday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages eighteen and nineteen, with the ninth song, “Schlitzingtime,” sung to the tune of “Jingle Bells.” The headline is “How to Schlitzcelebrate holidays, or Schlitzertainment for special occasions.” While it’s clear that this is about Christmas, notice they never mention it, being sensitive to people of all faiths decades before the “War in Christmas” was declared by the wingnuts. And I certainly love a tradition that involves hops and kissing and mistletoe.
Beer In Ads #1054: Budweiser Frost
Saturday’s ad is also for Budweiser, from 1956. Showing a couple through a frosted window, it’s as though someone had used a towel to clear the middle so we could see the scene. As the man pours a beer for his lady, she’s looking so intently at the glass it’s as if her life somehow depended on a perfect pour.
Beer In Ads #1053: Good Living
Friday’s ad is for Budweiser, from 1947. Showing a tasty looking spread of meats and cheeses, the only thing missing is some more flavorful beers to pair with them. Still, it’s interesting to see a beer company before 1950 suggesting cheese to eat with beer.
Beer In Ads #1052: Good Things Go With Beer
Thursday’s holiday ad is for Schaefer, from 1946. It’s a colorful ad with a bright red background covering half the page with the foreground containing beer, nuts and a pipe.
Beer In Ads #1051: The Beer That Brings Cheer Throughout All The Year
Wednesday’s Christmas ad is for Schmidt’s, from the 1940s. Schmidt’s created a great slogan for the holidays. “The Beer That Brings Cheer Throughout All the Year.” Hard to argue with that. Hoppy Christmas.
The History Of Christmas Infographic
Today’s bonus infographic shows the History of Christmas from 2055 BCE through the 21st century, brought to us by Hayes Garden World of Northwest England.
Beer In Ads #1050: Under The Mistletoe
Tuesday’s Christmas Eve ad is for Schlitz, from 1952. It’s a beautiful illustration of an attractive woman carrying a tray with two beers on it caught beneath some mistletoe just as a dashing young man leans in, presumably to exact the kiss demanded of being under the mistletoe. Hoppy Holidays. You can see the artwork alone on my Beer in Art Tumblr.
Beer In Ads #1049: I Wonder If George Will Mind Getting A 5-Pak
Monday’s holiday ad is for Schlitz, from 1966. I guess it’s a humorous ad, but not to George. While wrapping George’s gift of a six-pack of Schlitz — George is not this guy’s best friend, presumably — he decides to drink one of the cans of beer, thinking to himself. “I wonder if George will mind getting a 5-Pak.” Yes, I think he will. But I think what George will mind most of all is getting such a shitty present to begin with. Sheesh.
