Brookston Beer Bulletin

Jay R. Brooks on Beer

  • Home
  • About
  • Editorial
  • Birthdays
  • Art & Beer

Socialize

  • Dribbble
  • Email
  • Facebook
  • Flickr
  • GitHub
  • Instagram
  • LinkedIn
  • Pinterest
  • RSS
  • Twitter
  • YouTube

Powered by Genesis

Beer In Ads #2336: Morale, A New Haircut

July 13, 2017 By Jay Brooks


Thursday’s ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a man has just gotten a new haircut, one of the little things that counts, like. “A cool, refreshing glass of beer — a moment of relaxation … in trying times like these they too help to keep morale up.”

USBIF-1942-haircut

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Alexander Nowell & The Invention Of The Beer Bottle

July 13, 2017 By Jay Brooks

bottle-brown
July 13, 1568 is often given as the date that the Dean of St Paul, Alexander Nowell invented the beer bottle. It’s almost certain that’s not correct. If you were writing a work of history you’d ignore what you couldn’t confirm, but if you’re only commemorating the event it’s as good a day as any to do so. The event in question was another fishing trip. Apparently, the theologian was quite the avid fisherman and “a keen angler.” Nowell’s contemporary, Izaak Walton — the author of The Compleat Angler — remarked of him that “this good man was observed to spend a tenth part of his time in angling; and also (for I have conversed with those which have conversed with him) to bestow a tenth part of his revenue, and usually all his fish, amongst the poor that inhabited near to those rivers in which it was caught; saying often, ‘that charity gave life to religion.'”

Nowell-Churton-1809

As for inventing the beer bottle, credit was apparently not given until after his death, by English churchman and historian Thomas Fuller, who wrote. “Without offence it may be remembered, that leaving a bottle of ale, when fishing, in the grass, he found it some days after, no bottle, but a gun, such the sound at the opening thereof: and this is believed (casualty is mother of more inventions than industry) the original of bottled ale in England.”

The best account, as usual, undoubtedly comes from Martyn Cornell on his Zythophile blog, in his article, A Short History of Bottled Beer:

While Nowell was parish priest at Much Hadham in Hertfordshire, around 20 miles north of London, in the early years of Elizabeth I, it is said that he went on a fishing expedition to the nearby River Ash, taking with him for refreshment a bottle filled with home brewed ale. When Nowell went home he left the full bottle behind in the river-bank grass. According to Thomas Fuller’s History of the Worthies of Britain, published a hundred years later, when Nowell returned to the river-bank a few days later and came across the still-full bottle, “he found no bottle, but a gun, such was the sound at the opening thereof; and this is believed (causality is mother of more inventions than industry) the original of bottled ale in England.”

The ale, of course, had undergone a secondary fermentation in the bottle, building up carbon dioxide pressure so that it gave a loud pop when Nowell pulled the cork out. Such high-condition ale must have been a novelty to Elizabethan drinkers, who knew only the much flatter cask ales and beers. However, Fuller’s story is fun, but it seems unlikely Nowell really was the person who invented bottled beer: it seems more than probable that brewers were experimenting generally with storing beer in glass bottles in the latter half of the 16th century, though there is no apparent evidence of commercial bottling until the second half of the 17th century, only bottling by domestic brewers.

Part of the problem was that the hand-blown glass bottles of the time could not take the strain of the CO2 pressure. Gervaise Markham, writing in 1615, advised housewife brewers that when bottling ale “you should put it into round bottles with narrow mouths, and then, stopping them close with corks, set them in a cold cellar up to the waist in sand, and be sure that the corks be fast tied with strong pack thread, for fear of rising out and taking vent, which is the utter spoil of the ale.”

(There is, incidentally, a garbled version of the “bottle as gun” tale which seems to have materialised in the late 19th century, and which conflates the bottled ale story with another about Nowell fleeing England in a hurry in the reign of Queen Mary, after he received a warning that his enemy Bishop Bonner, known as “Bloody Bonner”, was out to arrest him for heresy. For some reason, in this version of the story Nowell is called “Newell”.)

LATROBE-Nowell-coaster

And this account is from Just Another Booze Blog:

It was a pleasant July day in 1568. Alexander Nowell, the Dean of St Paul’s Cathedral, in London, decided he wanted to do some fishing down by the river. He packed up all his fishing gear and tackle, the wife packed him a ham and cheese sandwich, and he grabbed his night crawlers and the new fishing lure he bought off of the Outdoor Channel. He was all set to go when he realized, what would go great with fishing? A beer! Because fishing without beer is like driving without beer. It’s just no fun. So he stopped by the corner pub on his way to the river and had them fill a glass bottle up with beer for him. He made sure they sealed it up good and tight with a cork so his horse wouldn’t get pulled over for an open container.

When done fishing, he accidentally left the still half full bottle on the river bank. Several days later (July 13th) he returned to do some more fishing, because he needed an excuse to get away from the wife for a while. He saw his old beer on the ground and thought “man, I could really go for some for that right now.” When he went to drink it, the cork opened with a loud bang (the beer had fermented further over the past few days). He found it to be extra fizzy and quite delicious.

Alexander Nowell, DD, Benefactor, Principal (1595), Dean of St Paul's
A 1595 portrait of Nowell at Brasenose College, at the University of Oxford.

Filed Under: Beers, Just For Fun, Related Pleasures Tagged With: Bottles, England, History, UK

Beer In Ads #2335: Morale, Sure Could Go For One Of Mom’s Bean Suppers

July 12, 2017 By Jay Brooks


Wednesday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Navy sailor is writing a letter home to his sister and telling how much he’s missing their mother’s bean suppers. And beer, of course. “Cool, sparkling, friendly beer is a sigh of satisfaction … a forehead wrinkle erased … a firm-set mouth relaxing into a friendly smile.”

USBF-1944-bean-suppers

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Beer In Ads #2334: Morale, Mrs. Howard’s Recipe For The “Grumps”…

July 11, 2017 By Jay Brooks


Tuesday’s ad is by the Brewing Industry Foundation, from 1943, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, Mr. Howard is gloomy but his wife, Mrs. Howard, has a simple cure. She turns on his favorite radio show and his grumps are cured. It’s one of those “little things” that can “build morale,” like “their right to enjoy a refreshing glass of beer.”

USBIF-1943-grumps

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Beer In Ads #2333: Morale, Tell Uncle Bert I Can Still Lick Him Pitching Horseshoes

July 10, 2017 By Jay Brooks


Monday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Navy sailor is writing home and missing lots of little things, like beating his uncle at horseshoes and enjoying “a refreshing glass of beer or ale.”

USBIF-Morale-1944-fence-painting

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History, Sports

Beer In Ads #2332: Morale, There’s Mary In Her New Fall Hat

July 9, 2017 By Jay Brooks


Sunday’s ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, Joe (presumably her fella) was smart enough to compliment Mary about her new hat, which was one of the little things that made a big difference to her, and improved her morale, just like how “millions of Americans attach a special value to their right to enjoy a refreshing glass of beer or ale.”

1942-WW2-era-AD-BEER-Brewing-2

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

Beer In Ads #2331: Morale, Did You Cut Out A Pumpkin?

July 8, 2017 By Jay Brooks


Saturday’s ad is by the Brewing Industry Foundation, from 1944, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, a Coast Guard soldier is writing home about all the little things he misses, about carving pumpkins for Halloween or that a “cool, sparkling, friendly glass of beer is a sigh of satisfaction.”

USBF-Halloween- 1944

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, Halloween, History, Holidays

The Drunkard And His Wife

July 8, 2017 By Jay Brooks

fairy-tale
Today is the birthday of Jean de La Fontaine, who “was a famous French fabulist and one of the most widely read French poets of the 17th century. He is known above all for his Fables, which provided a model for subsequent fabulists across Europe and numerous alternative versions in France, and in French regional languages.” One of his fables is called “The Drunkard and His Wife.” It’s an odd little story about a wife who came up with a novel cure for her husband’s drinking. Why it hasn’t caught on is anybody’s guess.

Chauveau_-_Fables_de_La_Fontaine_-_03-07

This is a modern translation, done by Craig Hill for “The Complete Fables of La Fontaine: A New Translation in Verse.”

drunkard-and-his-wife-1
drunkard-and-his-wife-2

SH142-1

Just for fun, here’s an earlier version from 1886, translated by Walter Thornbury, and with an illustration by Gustave Doré:

FABLE LIII.

THE DRUNKARD AND HIS WIFE.

Each one’s his faults, to which he still holds fast,
And neither shame nor fear can cure the man;
‘Tis apropos of this (my usual plan),
I give a story, for example, from the past.
A follower of Bacchus hurt his purse,
His health, his mind, and still grew each day worse;
Such people, ere they’ve run one-half their course,
Drain all their fortune for their mad expenses.
One day this fellow, by the wine o’erthrown,
Had in a bottle left his senses;
[Pg 168]His shrewd wife shut him all alone
In a dark tomb, till the dull fume
Might from his brains evaporate.
He woke and found the place all gloom,
A shroud upon him cold and damp,
Upon the pall a funeral lamp.
“What’s this?” said he; “my wife’s a widow, then!”
On that the wife, dressed like a Fury, came,
Mask’d, and with voice disguised, into the den,
And brought the wretched sot, in hopes to tame,
Some boiling gruel fit for Lucifer.
The sot no longer doubted he was dead—
A citizen of Pluto’s—could he err?
“And who are you?” unto the ghost he said.
“I’m Satan’s steward,” said the wife, “and serve the food
For those within this black and dismal place.”
The sot replied, with comical grimace,
Not taking any time to think,
“And don’t you also bring the drink?”

laf_head_054

And here’s one more translation of the fable:

Each has his fault, to which he clings
In spite of shame or fear.
This apophthegm a story brings,
To make its truth more clear.
A sot had lost health, mind, and purse;
And, truly, for that matter,
Sots mostly lose the latter
Ere running half their course.
When wine, one day, of wit had fill’d the room,
His wife inclosed him in a spacious tomb.
There did the fumes evaporate
At leisure from his drowsy pate.
When he awoke, he found
His body wrapp’d around
With grave-clothes, chill and damp,
Beneath a dim sepulchral lamp.
‘How’s this? My wife a widow sad?’
He cried, ‘and I a ghost? Dead? dead?’
Thereat his spouse, with snaky hair,
And robes like those the Furies wear,
With voice to fit the realms below,
Brought boiling caudle to his bier –
For Lucifer the proper cheer;
By which her husband came to know –
For he had heard of those three ladies –
Himself a citizen of Hades.
‘What may your office be?’
The phantom question’d he.
‘I’m server up of Pluto’s meat,
And bring his guests the same to eat.’
‘Well,’ says the sot, not taking time to think,
‘And don’t you bring us anything to drink?’

m078402_0002056_p

SH142-2

Filed Under: Just For Fun, Related Pleasures Tagged With: France, History, Literature, Poetry

Beer In Ads #2330: Morale, Just A Letter From The Folks

July 7, 2017 By Jay Brooks


Friday’s ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, “there’s Bill reading that letter again.” In most of these ads, they talk about writing letters, which must seem odd to a generation who never writes letter at all; texts, e-mail, etc. but the thrill of getting and reading a handwritten letter in the mailbox is lost today. I can’t remember the last time I wrote a personal letter, either, so it’s me as well. But I do miss them a bit. Sometimes I think not all progress has been for the better. And I imagine a letter from your folks while hundreds of miles away, fighting in a war, which be a pretty meaningful letter, with or without a “cool, refreshing glass of beer.”

morale-time-11-02-1942-014-M5

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History

The 10 Tavern Commandments

July 7, 2017 By Jay Brooks

pub-sign
This is a fascinating piece of history. It’s a lithograph from 1873 entitled “The 10 tavern commandments, as every landlord should show them to his guests” and it’s also printed in a second language, German, and called “Die 10 Wirthshaus-Gebote, wie sie jeder Wirth seinen Gästen auf’s fleissigste vorhalten soll.” The lithographer was Theodore Kahlmann, and it was published by C. Brothers in New York.

10-Tavern-Commandments

It’s a little hard to read them without blowing up the image, so here are the English language version of The 10 Tavern Commandments, though I confess not all of them make complete sense.

  1. Thou shallst have no host but me!
    Of all good hosts consider me the very best,
    In my Inn alone be pleased, frequent not the rest.
  2. Thou shallst not use in vain the name thy host!
    Call not on me in vain,
    But for drinks, whereby I gain,
    Or, when you wish to pay,
    Then call on me you may.
  3. Thou shallst not chain the Tiger, for he is most ferocious!
    Leave not they pocket book at home,
    For ’tis bad when borrowing you come,
    You will relish better, what you drink and eat,
    When you promptly pay as ’tis need.
  4. Thou shallst honor thine host and hostess, that thou mayest prosper and live long on earth!
    Often in foul speech or name
    Never thy host or his dame,
    To find fault with the drink would become you ill,
    But you should praise it when and wherever you will.
  5. Thou shallst not slay bottles and glasses but shallots refrain from all such touching exercise!
    The life of bottles and glasses thou must not take,
    For ’tis mean these things in wrathful mood to break,
    Moreover you’ll get in trouble, if you raise hell,
    For then the Peelers come and take you to a prison cell.
  6. Thou shallst in night’s dark hours not mistake my wife for thine!
    Let the evil spirit never prompt thee,
    To bow in courtship to my wife thy knee,
    For then I’d throw thee out of a window or of door,
    And if t’were from the fourth or yet a higher floor.
  7. Thou shallst not find and take with thee what n’er was lost!
    My chalk thou must not take,
    I need it thy bill to make,
    Or else I’ll get; for thy punishment
    Such as will chalk down double, each and every cent.
  8. Thou shallst not bear false witness to thine host!
    Tell me always when I ask; in truthfulness
    What thou owes for drinks, rather more than less,
    Give never a false statement,
    For honesty is thy best ornament.
  9. Thou shallst not covet what is loss to thy host!
    Ask not that I should give
    Large pieces and full measures,
    For ’tis by my profit that I live,
    Dear customers remember his leisure.
  10. Thou shallst not covet to carress my cook and water girls!
    ’Tis best they desires to curb and bridle,
    For it makes the girls stupid and idle
    When love is talked behind the kitchen door,
    And then it might grow on thee and become a bore.

In the illustration in the center, the tavern owner (presumably) is holding up two tables with the 10 Commandments on them as his guests and staff appear to be ignoring him, just as you’d expect when someone is trying to law down the law.

10-Tavern-Commandments-center

Filed Under: Just For Fun, Politics & Law, Related Pleasures Tagged With: Bars, History, Humor, Pubs

« Previous Page
Next Page »

Find Something

Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Recent Comments

  • Bob Paolino on Beer Birthday: Grant Johnston
  • Gambrinus on Historic Beer Birthday: A.J. Houghton
  • Ernie Dewing on Historic Beer Birthday: Charles William Bergner 
  • Steve 'Pudgy' De Rose on Historic Beer Birthday: Jacob Schmidt
  • Jay Brooks on Beer Birthday: Bill Owens

Recent Posts

  • Historic Beer Birthday: John Hauck August 20, 2026
  • Beer In Ads #5325: Bockbier August 19, 2026
  • Historic Beer Birthday: George Younger August 19, 2026
  • Beer Birthday: Claudia Pamparana August 19, 2026
  • Beer In Ads #5324: Hilsebein Bock Bier August 18, 2026

BBB Archives

Feedback

Head Quarter
This site is hosted and maintained by H25Q.dev. Any questions or comments for the webmaster can be directed here.