Wednesday’s ad is for “Rainier Beer,” from probably shortly after Prohibition was repealed. This poster was made for the Seattle Brewing & Malting Co., who made Rainier Beer, and was later known as the Rainier Brewing Company of Seattle, Washington. This one features a watercolor painting of Rainier beer on a silver tray. The ad was reintroducing the beer to the California market, presumably after having been out of the area for some time, at least 37 years.
Tuesday’s ad is for “Rainier Beer,” from the 1890s. This poster was made for the Seattle Brewing & Malting Co., who made Rainier Beer, and was later known as the Rainier Brewing Company of Seattle, Washington. This one is probably from around the 1890s, as they began using this name in 1883. It shows either a very diminutive woman or a very tall beer bottle to advertise Rainier Beer, along with the wonderful tagline “There’s New Vigor and Strength In Every Drop.”
Monday’s ad is for “Coors Beer,” from 1939. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows Christopher Columbus and was obviously intended to be published around October 12th, and then it takes Columbus’ planning of his trip and his foresight(?) to compare it to modern brewing methods. But then it ends with this gem of a tagline. “For Natural Thirst you’ll prefer COORS.”
Sunday’s ad is for “Coors Beer,” from 1940. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows a big city with skyscrapers and a sign announcing “Coors On Tap” with a ginormous glass of beer beneath it. I like the tagline at the bottom. “Drink Coors Exclusively Today — Tomorrow Will Confirm Its Excellence.” I can only assume they mean because when you wake up without a hangover you’ll conclude it was thanks to the beer.
Saturday’s ad is for “Coors Golden Beer,” from 1933. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one has not aged well, at all, to put it mildly. Such overt racism was, of course, quite common at the time, but this is still an egregiously bad example, showing an African-American woman dressed like a maid, or Mammy, holding a tray of beers. Sheesh.
Friday’s ad is for “Coors Banquet Beer,” from 1979. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows a can of Coors Banquet Beer next to a full mug with a baseball and baseball glove behind it and the tagline “Make it yours.”
Thursday’s ad is for “Coors Extra Gold,” from 1990. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one is interesting because it’s ad for the Greek market positioning Coors as an “American Imported Beer,” and more to the point, “The” American Beer.
Wednesday’s ad is for “Coors,” from 1985. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one features former heartthrob Mark Harmon looking smug with the caption. “Aging. It’s just as important to beer as it is to wine.”
Tuesday’s ad is for “Coors,” from 1985. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one is a trade card entitled “Coors Belgian Hitch,” showing a Coors beer wagon being pulled by six Belgian draft horses, a plan which began three years earlier, in 1982. I can’t imagine Anheuser-Busch was thrilled about this development and it seems to have been fairly short-lived.
The back of the card explains the Coors Belgian Hitch.
Monday’s ad is for “Coors,” from 1979. This ad was made for the Coors Brewing Co., who did not do as much advertising as their competitors. In part, this was because they were not sold nationwide until the 1980s. This one shows their iconic mountain spring with an inset of a mug of beer with the can and the tagline “Make it yours.”
