Beer In Ads #3115: Hacker Herrenhell

September 13, 2019 By Jay Brooks

Friday’s ad is for Hacker Herrenhell, from around 1933. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for the Hacker Brauerei of Munich, Germany, which was founded in 1417, by Maria Theresia Hacker’s father and her new husband, Joseph Pschorr. Pschorr bought it and turned it into Munich’s biggest brewery. Unsatisfied, he started a second brewery, naming it after himself, the Pschorr Brauerei, and when he passed away gave each of his breweries to one of his sons. In 1972, finally, the two merged to become the Hacker-Pschorr Brewery. The poster was created by German graphic designer and artist Otto Ottler.

When Frederick The Great Went To War On Coffee

September 13, 2019 By Jay Brooks

You’re probably familiar with this great beer quote by Frederick the Great, also known as Frederick II of Prussia:

Many battles have been fought and won by soldiers nourished on beer.

And it is a great quote, but the context in which he said it is even more interesting. It was from a proclamation he made on September 13, 1777. Also said during that proclamation was this. “Everybody is using coffee. If possible, this must be prevented. My people must drink beer.” He was dead set against the use of coffee by his citizens, but especially his troops. Here’s the paragraph the quote is taken from:

It is disgusting to notice the increase in the quantity of coffee used by my subjects, and the amount of money that goes out of the country as a consequence. Everybody is using coffee; this must be prevented. My people must drink beer. His Majesty was brought up on beer, and so were both his ancestors and officers. Many battles have been fought and won by soldiers nourished on beer, and the King does not believe that coffee-drinking soldiers can be relied upon to endure hardships in case of another war.

According to William H. Ukers, in Chapter VIII of “All About Coffee,” entitled “The Introduction of Coffee to Germany,” his prohibition of coffee was short-lived.

For a time beer was restored to its honored place; and coffee continued to be a luxury afforded only by the rich. Soon a revulsion of feeling set in; and it was found that even Prussian military rule could not enforce coffee prohibition. Whereupon, in 1781, finding that all his efforts to reserve the beverage for the exclusive court circles, the nobility, and the officers of his army, were vain, the king created a royal monopoly in coffee, and forbade its roasting except in royal roasting establishments. At the same time, he made exceptions in the cases of the nobility, the clergy, and government officials; but rejected all applications for coffee-roasting licenses from the common people. His object, plainly, was to confine the use of the drink to the elect. To these representatives of the cream of Prussian society, the king issued special licenses permitting them to do their own roasting. Of course, they purchased their supplies from the government; and as the price was enormously increased, the sales yielded Frederick a handsome income. Incidentally, the possession of a coffee-roasting license became a kind of badge of membership in the upper class. The poorer classes were forced to get their coffee by stealth; and, failing this, they fell back upon numerous barley, wheat, corn, chicory, and dried-fig substitutes, that soon appeared in great numbers.

The full story was told in “The World of Caffeine: The Science and Culture of the World’s Most Popular Drug,” by Bennett Alan Weinberg and Bonnie K. Bealer, excerpted below:

CaffeineWorld-1

It is disgusting to notice the increase in the quantity of coffee used by my subjects, and the amount of money that goes out of the country as a consequence. Everybody is using coffee; this must be prevented. My people must drink beer. His Majesty was brought up on beer, and so were both his ancestors and officers. Many battles have been fought and won by soldiers nourished on beer, and the King does not believe that coffee-drinking soldiers can be relied upon to endure hardships in case of another war.

CaffeineWorld-2

“Alas!” Cried the women, “take rather our bread.
Can’t live without coffee! We’ll all soon be dead!”

CaffeineWorld-3

Fred-the-Great-Ripley

Beer In Ads #3114: Hacker Märzen

September 12, 2019 By Jay Brooks

Thursday’s ad is for Hacker Märzen, from around 1930. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for the Hacker Brauerei of Munich, Germany, which was founded in 1417, by Maria Theresia Hacker’s father and her new husband, Joseph Pschorr. Pschorr bought it and turned it into Munich’s biggest brewery. Unsatisfied, he started a second brewery, naming it after himself, the Pschorr Brauerei, and when he passed away gave each of his breweries to one of his sons. In 1972, finally, the two merged to become the Hacker-Pschorr Brewery. The poster was created by German graphic designer and artist Otto Ottler.

Beer In Ads #3110: Dinkelacker Bock Bier

September 8, 2019 By Jay Brooks

Sunday’s ad is for Dinkelacker Bock Bier, from 1940. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for the Familienbrauerei Dinkelacker located in Stuttgart, Germany. It was founded in 1888 by Carl Dinkelacker, and the beer is still being brewed today at the same location. The poster was created by German graphic designer and artist Otto Ottler.

Beer In Ads #3109: St. Benno-Bier

September 7, 2019 By Jay Brooks

Saturday’s ad is for St. Benno-Bier, from 1905. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for Löwenbräu AG, located in Munich, Germany. The beer is still being brewed today. The beer was made in honor of St. Benno, who is the patron saint of Munich. The poster was created by German artist Otto Obermeier.

Beer In Ads #3108: Liebfrauenbier

September 6, 2019 By Jay Brooks

Friday’s ad is for Liebfrauenbier, or “lady beer,” from 1900. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for the Hacker Brauerei of Munich, Germany, which was founded in 1417, by Maria Theresia Hacker’s father and her new husband, Joseph Pschorr. Pschorr bought it and turned it into Munich’s biggest brewery. Unsatisfied, he started a second brewery, naming it after himself, the Pschorr Brauerei, and when he passed away gave each of his breweries to one of his sons. In 1972, finally, the two merged to become the Hacker-Pschorr Brewery. The poster was created by German artist Otto Ludwig Naegele.

Beer In Ads #3100: Einfach-Lager & Export-Bier

August 29, 2019 By Jay Brooks

Thursday’s ad is for the Brauerei von Andres Raum, from 1885. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for the Andres Raum Brauerei, which was located in Erfurt, which is in central Germany. While some sources claim the poster is from 1885, it seems more likely that 1885 is when the brewery was founded, although it was originally known as Actienbrauerei Erfurt, and later the Brauerei Schlegelsche, with Raum buying the brewery around 1924. It appears he was forced to close at the beginning of the Second World War, which places this poster at sometime between 1924 and 1939. The poster is a beautiful illustration of a bottle of beer with the brewery in the background, along with lots of little flourishes of hop plants framing it. It is unknown who exactly the artist was that created it, but his initials were A.M.

Beer In Ads #3099: Beer Brewery To The Ship

August 28, 2019 By Jay Brooks

Wednesday’s ad is for the J. Peter Wahl Brauerei, from 1925. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for the J. Peter Wahl Brauerei, which was also referred to as the Schiffbrauerei, the J. Peter Wahl Brauerei zum Schiff, or as in this ad, “Bierbrauerei zum schiff,” which means “brewery to the ship.” The brewery was located in Kaufbeuren, an independent town in the Regierungsbezirk of Swabia, Bavaria. The town is completely enclaved within the district of Ostallgäu. A brewery was known to be located there since 1540, but in 1868 it was founded as Brauerei zum schiff Th. Schmied, and the Wahl family acquired it in 1870. In 1969 it became a wholly-owned subsidiary of Stern-Brauerei Cark Funke. The poster is a beautiful illustration of a group of finely dressed men on a red boat with two swans on it, flying a Bavarian banner, with the ones not rowing drinking mugs of beer. It created by Swiss painter and poster artist Emil Cardinaux.

Beer In Ads #3093: Brauerei Haldengut Horse

August 22, 2019 By Jay Brooks

Thursday’s ad is for the Brauerei Haldengut Winterthur, from 1926. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for Brauerei Haldengut, in Winterthur, Switzerland, located in the Canton of Zürich. It was founded between 1841 and 42, when “Ferdinand Ernst expanded his farm ‘Haldengut’ on the southern slope of the Lindberg in Winterthur to include a stately brewery. They began brewing in 1843. In 1994, Heineken acquired the brewery, and they closed it in 1997. The ad is a beautiful illustration of the brewery, probably idealized as so many of these were. The poster was created by German artist Max Feldbauer, who also painted another ad showing a team of horses pulling a beer wagon.

Beer In Ads #3090: Brauerei Haldengut Winterthur Beer Wagon

August 19, 2019 By Jay Brooks

Monday’s ad is for the Brauerei Haldengut Winterthur, from 1904. From the late 1800s until the 1970s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster was made for Brauerei Haldengut, in Winterthur, Switzerland, located in the Canton of Zürich. It was founded between 1841 and 42, when “Ferdinand Ernst expanded his farm ‘Haldengut’ on the southern slope of the Lindberg in Winterthur to include a stately brewery. They began brewing in 1843. In 1994, Heineken acquired the brewery, who closed it in 1997. The poster was created by German artist Max Feldbauer.

Sometimes, framed versions of the art was made to give to bars to promote the beer.

Feldbauer-Brauerei-Haldengut-Winterthur-framed

And in this ad using Feldbauer’s art, text has been added, which reads “Haldengut Biere sind wohlschmeckend und bekömmlich.” That translates as “Haldengut beers are tasty and wholesome.”

Feldbauer-Brauerei-Haldengut-Winterthur-text

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