Monday’s ad is for Genesee Beer, which was founded in Rochester, New York, originally along the Genesee River, but in 1878 they moved up into Rochester proper. Their Genesee Cream Ale, in the simple green can, was one of our go-to beers when I was in high school. Since 2009, the brewery has been part of North American Breweries. This ad, from 1970, features a can of Genesee Beer next to a full glass of beer. The background is a field of barley with the tagline “We take it from here to beer.”
Yesterday I shared what I thought was an interesting story and photos of the Master Brewers’ Convention, from 1915, which began on September 30. It was held in San Francisco, California. On the second day of the two-day convention, October 1, 1915, they also held a formal banquet for all of the attendees and guests. It was held at German House, in the same space where the convention took place. Notice that a lot of the men there are wearing the same distinctive hat. Was there an MBAA hat that members wore?
Sunday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1957, features a background that is designed to look like just another page in the newspaper, but with a case of Schaefer beer, and a pair of hands trying to open the case and get to the cans of beer. I guess the idea was that you’d turn the page and it would look so real you’d try to grab a beer off the page.
This is an interesting little tidbit I found looking through an old copy of “The Western Brewer: and Journal of the Barly, Malt and Hop Trades” from October 1915. In it, there’s a report on the Master Brewers’ Convention which took place the previous month in San Francisco, California. In addition to the story, there’s a really cool panoramic photo. Here’s the story:
This photo of all the attendees, including delegates and guests, of the Master Brewers’ Convention was taken on September 30, 1915. It was shot on the steps in front of German House, in San Francisco, where the convention took place. The photo was printed on two separate pages, with the left side above here, and the right side below.
I’m not sure if this list exactly matches who’s in the photographs, but this is a list of who registered to attend the convention:
And this photograph is inside German House of the meeting of the Master Brewers. Notice how there’s a beer in front of almost every person there.
Saturday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1939, features an older, smiling “Coach-type” of bartender filling a glass of beer from a tap. It’s a shame that bartenders no longer routinely wear bow-ties. I guess John Holl missed his calling.
Friday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1942, features an illustration of their first brewery in 1842 to celebrate their 100th anniversary.
Thursday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1946, features a Sousaphone player wearing a band uniform and drinking a beer. “You Can’t Beat It!” he seems to be saying, but I’m not sure if he’s talking about playing in a band or drinking a beer while playing in a band. This takes me back to my high school days when over the summers, I played in a semi-pro marching band where we were paid to march in fireman’s parades, and afterwards there was usually kegs of beer for us.
Wednesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1950, features Schaefer’s then-new beer Pale Dry, “So light … so dry glass after glass after glass.” Behind the glass of beer are several roadmaps (so kids, before there was Google Maps or GPS people used roadmaps to drive from one place to another) for vacation destinations like New Jersey, New York State, or New England. I guess the idea is that Pale Dry is so pale you can read a map through it?
Tuesday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1941, features a simple line of Schaefer Light Beer bottles with the tagline, “Line’s Busy!”
Monday’s ad is for Schaefer Beer, “first produced in New York City during 1842 by the F. & M. Schaefer Brewing Company.” This ad, from 1971, features a close-up illustration of a man pitching a softball. Since the playoffs for MLB are around the corner, this might get you in the mood.
