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Beer In Ads #1682: Be Light-Hearted! Stay Light-Hearted!

September 18, 2015 By Jay Brooks


Friday’s ad is for Carling’s Red Cap Ale, from 1952. “Be Light-Hearted! Stay Light-Hearted! Step up to Carling’s!” The illustration shows a couple entwined with beer mugs, but apparently disagreeing on why they like the beer. One says “Light as the smoothest drink!” The other one believes its “Hearty as only an ale can be!” My vote is for hearty.

Red-Cap-1951-light-hearted

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

Patent No. 3054676A: Process For Producing A Cereal Adjunct For Use In Brewing

September 18, 2015 By Jay Brooks

patent-logo
Today in 1962, US Patent 3054676 A was issued, an invention of Albert J. Hardgrove and Howard J. Lauhoff, assigned to the Lauhoff Grain Company, for their “Process For Producing A Cereal Adjunct For Use In Brewing.” There’s no Abstract, although in the description it includes this summary:

It is an object of this invention therefore to provide an improved cereal adjunct which can be efficiently handled and employed directly in the mashing step without pre-treatment. It is also an object of this invention to provide a method for producing such adjunct.

It is a further object of this invention to provide an improved cereal adjunct which will produce a higher product yield in the normal brewing operation.

It is another object of this invention to provide a cereal adjunct which can be efficiently utilized in any modern automatic brewery apparatus designed to handle materials necessary in the brewing process.

It is another object of this invention to provide an improved pre-gelatinized cereal adjunct for breweries which has less bulk than other similar type adjuncts, thereby reducing shipping costs, and requiring less storage space.

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Filed Under: Beers, Breweries, Just For Fun, Politics & Law, Related Pleasures Tagged With: History, Law, Patent, Science of Brewing

Scientific Proof You Can’t Get Drunk On Beer

September 18, 2015 By Jay Brooks

science
Here’s a stroll down memory lane, when in 1955 a Yale professor, Dr. Leon A. Greenberg, declared that beer isn’t an intoxicating beverage “and should be reclassified to the non-intoxicating drinks.” Greenberg was no stranger to alcohol, and in fact in the 1930s invented the Alcometer, “the first machine that analyzed the breath for alcohol,” before coming to Yale in 1933 to head what would become the Center of Alcohol Studies. Seven years after this story, the center moved to Rutgers. Maybe there’s a connection? Certainly when Dr. Greenberg passed away in 1986, his obituary didn’t mention this chapter in his life.

In the story, other scientists may have thought he’d gone crazy, but restrained themselves from saying so, and diplomatically disagreed.

This brought emphatic objection from other scientists. They wanted to know if the man who is “high” or “tight” isn’t also drunk. Beer certainly makes people “high” and “tight,” they said.

The UP story then described his theory:

For people to show consistently the “abnormal behavior” which goes with intoxication, the alcohol content of their blood must be 0.15 per cent or higher.

THE AVERAGE alcohol content of American beers is 3.7 per cent by weight. In order for the alcohol blood level to be at 0.15 per cent, there would have to be two and one-half quarts of 3.7 beer in the stomach. But the capacity of the human stomach is one and one-half to two quarts.

Therefore, no one can drink enough beer at one time to get intoxicated, according to theory. As for doing it by degrees: beer is destroyed or eliminated in the body at the rate of one-third of a quart an hour. So three quarts would have to be consumed in two or three hours, and this, he said, was “physiologically unnatural.”

“The alcoholic must not drink beer. He must not drink beer, not because it is intoxicating but because, like a small amount of alcohol in any other form, it may facilitate the uncontrolled drinking for which the alcoholic has a special liability.

His views were published in the official journal of the Yale studies. Other scientists were invited to publish their objections at the same time. And these objections were mainly that Greenberg did not recognize stages or degrees of drunkenness – the differences between a man who is a little drunk and one who is very drunk.

greenberg
See, science can’t lie.

The Minnesota Star Tribune, which in 1955 was apparently just the Minnesota Tribune, also ran the story on July 7, 1955, but they gave more space to Dr. Greenberg’s dissenters. As they note, it “demonstrates that you can be right about all the facts and still come to the wrong conclusion.”

Dr. Albion Roy King, professor of philosophy, Cornell college, Mount Vernon, Iowa, said Greenberg has performed a “feat of word manufacture and manipulation which simply makes more graphic what everybody knows, that it takes more drinking to get tight on beer than on whisky.”

Dr. Harry M. Tiebout, a psychiatrist and vice chairman of the Connecticut commission on alcoholism, said Greenberg’s view is “simple nonsense – in the eyes of most beer drinkers.”

“They may know nothing about their blood level or the percentage alcohol content of the beer drink, and they care less.

“What they do know is that they get drunk on beer, using their definition. Alcohol is alcohol, in any concentration and its regular use can lead to trouble.”

Dr. Frank J. O’Brien, associate superintendent of schools, New York city, objected to the generalizing on the grounds that alcohol affects different people differently.

It certainly seems almost silly to think he went public with such an obviously false conclusion. Beer may be the beverage of moderation, but it will still give you a buzz. And simple experience would teach anyone that much better than at least one Yale professor. Happy Friday!

yale-alcoholism-1955
Here’s how the UP story ran in the Palm Beach Post on July 7, 1955.

Filed Under: Beers, Just For Fun Tagged With: History, Humor, Science

Patent No. D178808S: Bottle

September 18, 2015 By Jay Brooks

patent-logo
Today in 1956, US Patent D178808 S was issued, an invention of Theodore Rosenak, assigned to the Blatz Brewing Company, for his “Bottle.” There’s no Abstract, although in the description it includes this, and only this:

The ornamental design for a bottle, as shown.

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Filed Under: Beers, Breweries, Just For Fun, Politics & Law, Related Pleasures Tagged With: Bottles, History, Law, Patent

Patent No. PP18039P3: Hop Plant Named ‘Summit’

September 18, 2015 By Jay Brooks

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Today in 2007, US Patent PP18039 P3 was issued, an invention of Roger Jesket, assigned to the American Dwarf Hop Assoc., for his “Hop plant named ‘Summit.’” Here’s the Abstract:

A new variety of hop is described and which is characterized principally as to novelty by being semi-dwarf in stature; and which further produces cones having a high percentage of alpha-acids, high alpha/beta ratio and excellent storage stability of alpha-acids.

Summit has become such a popular hop variety that it’s hard to fathom that it’s only been around since 2007, although it was actually first released in 2003. HopUnion describes it as exhibiting “distinct spice, earthy, onion, garlic and citrus (pink grapefruit, orange and tangerine) tones.” A few beers using Summit include Widmer’s Drifter Pale Ale, Stoudt’s Black Eye PA, Fifty Fifty’s Rockslide IPA, Oskar Blues’ Gubna, Green Flash’s Palate Wrecker, and many others.

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Filed Under: Beers, Just For Fun, Politics & Law, Related Pleasures Tagged With: History, Hops, Law, Patent

Beer In Ads #1681: This Will Soften The Blow!

September 17, 2015 By Jay Brooks


Thursday’s ad is for Schlitz, from 1951. A man, apparently just arrived home from work, has his eyes covered by his wife. His comfy chair is ready for him, with his pipe, slippers and a book within easy reach. On the table next to his chair sits a bottle of Schlitz and a full pilsner glass. Behind the beer sits three hat boxes from “Bonnie Hats.” The idea apparently is all of the comforts waiting for him will make the purchase of the hats less of a problem for her. It’s a very sexist ad, reinforcing gender stereotypes, but at the time the ad ran, these were likely considered quite normal, with few questioning them.

Schlitz-1951-soften-the-blow

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

Patent No. 5555992A: Double Hinged Opening For Container End Members

September 17, 2015 By Jay Brooks

patent-logo
Today in 1996, US Patent 5555992 A was issued, an invention of William A. Sedgeley, assigned to the Coors Brewing Company, for their “Double Hinged Opening for Container End Members.” Here’s the Abstract:

A container end member has a peripheral wall and integral central end wall portion with a stay-on-tab mounted on the central end wall portion for pivotal and rotational movement and a score line groove defined by two spaced apart terminal ends formed in the central end wall portion for defining a severable panel portion that is large enough so that when severed will provide an elongated opening that vents the container to permit pouring of the beverage in the container at faster pour rates than now available.

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Filed Under: Beers, Just For Fun, Politics & Law, Related Pleasures Tagged With: Cans, History, Law, Packaging, Patent

Patent No. 2014492A: Beer Faucet And Tap

September 17, 2015 By Jay Brooks

patent-logo
Today in 1935, US Patent 2014492 A was issued, an invention of Kenneth Miles Burdge, for his “Beer Faucet and Tap.” There’s no Abstract, although in the description it includes this summary:

This invention relates to a beer faucet and tap, and has more particular reference to an improved beer faucet having means for coupling it to the tap bushing ordinarily secured to the head of a beer barrel or keg, and provided with a reciprocating valve operable to drive the cork out of the tap bushing of the barrel or keg when the faucet is initially coupled thereto.

An object of the present invention is to provide a beer faucet and tap of the above kind which is simple and durable in construction, efficient in operation, and otherwise well adapted to meet with all of the requirements for a successful commercial use.

A further object of the invention is to provide a beer faucet and tap of the above kind Whose parts may be economically manufactured and initially assembled in a ready manner, and which parts may be readily disassembled for renewal or repair.

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Filed Under: Beers, Just For Fun, Politics & Law, Related Pleasures Tagged With: History, Kegs, Law, Patent

Beer In Ads #1680: So Refreshing

September 16, 2015 By Jay Brooks


Wednesday’s ad is for Olympia, from the 1950s. It’s such a colorful ad and looks like it may have been intended as a billboard. Curiously, in the oval the ad is for “Light Olympia,” but the can itself is “Pale Export.”

Olympia-1950s

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

Patent No. 3467132A: Beer Keg Fitting With Limit Stops

September 16, 2015 By Jay Brooks

patent-logo
Today in 1969, US Patent 3467132 A was issued, an invention of Michael J. Parisi, for his “Beer Keg Fitting with Limit Stops.” There’s no Abstract, although in the description it includes this summary:

A beer keg valve having a body portion which inserts into an opening in the keg and a valve at the inner end of the body limited to 90 rotation by abutments on the valve stem which strike against complementary abutments integral with the inside surface of the valve body.

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Filed Under: Beers, Just For Fun, Politics & Law, Related Pleasures Tagged With: History, Kegs, Law, Patent

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