Tuesday’s ad is another one for Molson Export Ale, also from the 1950s. I love the smirk on the face of the man, reclining on the chaise lounge, or whatever it is, reading the newspaper and holding a full mug of beer. That’s a smile of anticipation, the promise waiting in a drink of beer.
Today in 2011, US Patent 20110225686 P1 was issued, an invention of Eugene G. Probasco and Jason Perrault, for their “Hop Plant Named ‘HBC 342.’” Here’s the Abstract:
A new hop plant named ‘HBC 342’ is disclosed. The cones of ‘HBC 342’ mature in late September to early October, and yield a crop of 2400 to 3000 pounds per acre. ‘HBC 342’ is used for its late maturity, high alpha acid content and exceptional yield.
Patented one year and a day after ‘HBC 394’ (a.k.a. Citra) by the same pair, this one has yet to be given a name, as far as I know, although it has been used in some commercial beers. For example, Stone Brewing used in a collaboration they did with Jamil Zainasheff and Julian Shrago that was called Beachwood/Heretic/Stone Unapologetic IPA and also a draft beer they brewed at Stone Liberty Station, and called The Lupulin Loop. Also Sacramento’s New Helvetia created Little Beast/Sloppy Sessions IPA with the hop. At least one source says its aromatics give the aroma of watermelon, while HopUnion refers to it as a “High alpha variety with a pleasant aroma,” describing is as exhibting “Mild citrus, tropical fruit and melon notes.”
Monday’s ad is for Molson Export Ale, from 1950s. The man in the illustration does look happy. After all, he’s got a “”deep armchair” and the promise of “quiet relaxation.” All he needs is a beer to make his time off perfect … unless of course he’s got a wife and kids that won’t be thrilled about him spending the evening quietly sipping beer in his comfy chair.
Today in 2010, US Patent PP21289 P3 was issued, an invention of Eugene G. Probasco and Jason Perrault, assigned to the Hop Breeding Company, L.L.C., for their “Hop Plant Named ‘HBC 394.’” Here’s the Abstract:
A new hop plant named ‘HBC 394’ is disclosed. The cones of ‘HBC 394’ mature in early September, and yield a crop of 1200 to 1600 pounds per acre. ‘HBC 394’ is used in brewing for its bittering and aromatic properties.
You undoubtedly know this hop by its more familiar trade name: Citra. But is as so often the case with new hops, when it was first patented, it had not yet been named. Brian Yeager has a nice write-up of that process, mentioning Citra specifically, from 2011 in All About Beer magazine, entitled Hop Forward, Breeding tomorrow’s hops… today.
Sunday’s ad is for Blatz Pilsener Beer, from 1945. This is the second ad in the last week or so using the “B” in Blatz with the barley stalks. In this ad, the “Key To Good Taste” is both the church key about to open the bottle and “the finest ingredients, scientifically controlled and laboratory tested.” Umm, sounds tasty.
Today in 1995, US Patent 0472298 B1 was issued, an invention of Yutaka Fujimoto, Takaaki Furuhashi, Katsuoki Kawanishi, and Ryo Sakazume, assigned to Sapporo Breweries Limited, for their “Keg For Draft Beer.” There’s no Abstract, although in the description it includes this summary:
A keg for a liquid to facilitate cooling of the liquid retained in the keg and to keep the temperature of the cooled liquid in the keg, comprising:
a keg body for retaining the liquid therein and having an upper face (3), a lower face (5), a side face (4) and a mouth piece (2) for providing the liquid into the keg body and ejecting the liquid therefrom, said keg body being formed of a keg inner cylinder (1) for constituting a container for the liquid and a keg outer cylinder (6), said keg inner and outer cylinders being laminated together to form a space and air being removed from the space to form a vacuum adiabatic layer (VL) therebetween; characterized in that the keg outer cylinder (6) substantially covers the keg inner cylinder (1) except one of the upper and lower fades (3, 5) of the keg body, and in that a cooling face (Cz) is formed on said one of the upper and lower faces (3, 5) of the keg body where the inner cylinder (1) is not covered so that the liquid inside the inner cylinder (1) can be cooled through the cooling face and the temperature of the liquid inside the inner cylinder is kept by the adiabatic layer defined between the inner and outer cylinders.
Today in 1949, US Patent 2481897 A was issued, an invention of Zack Anderson, for his “Device For Separating Leaves, Stems, and Other Material From Hops.” There’s no Abstract, although in the description it includes this summary:
This invention pertains to separators and particularly to a machine for separating leaves, stems, and other material from hops.
The present invention relates to a machine for separating the hops from the leaves, stems, and other material more efficiently than has heretofore been accomplished. Due to novel features of the machine the separating action is positive and precise. These novel features also enable the machine to accomplish precise results under varying hop-crop conditions.
Saturday’s ad is for Carling’s Black Label and Red Cap Ale, from the 1950s. I guess they were trying to make it look sophisticated with the castle mansion, Rolls Royce and man in a tuxedo. The tickets next to the bottle read “The International Look.” These were apparently their “modern new labels,” and boy howdy does that make the difference in how a beer tastes. This is one approach that the big breweries take that I’ve never quite understood. I understand that packaging is, and should, be updated from time to time, sometimes in small increments and occasionally a complete overhaul. But it’s not really newsworthy, it’s not what consumers care about. I’m arguably more interested in beer labels and packaging than the average beer drinkers, and I find these ads absurd, so how insignificant must they seem to regular folks? Why would they assume it matters that the label has changed? If people notice and sales go up on their own then the new packaging is a success. Telling them they should notice and care that the same beer inside the bottle now has a spiffy new label is, in my opinion, a pretty tough, and pointless, sell.
But if they’re going for sophistication, take a closer look in the bottom right-hand corner. What the hell is that character? A weird barrel-shaped man with a flat head wearing all-white, except for a black top hat and a striped shirt. That doesn’t look particularly sophisticated to me.
Today in 1882, US Patent 264185 A was issued, an invention of James Miller of Oakland, California, for his “Refrigerator.” There’s no Abstract, although in the description it includes this summary:
My invention relates to the class of refrigerators; and it consists generally in the construction and arrangement of peculiar vessels, providing for the holding of the substance to be kept cool, and a surrounding and underlying water-space.
It consists particularly in a deep vessel with vertical sides, and provided with a centrally perforated false bottom, upon which a holding-vessel of smaller diameter and extending above the exterior vessel is placed, whereby a surrounding and underlying water-space is formed.
It further consists in the provision of an airtight cover for the holding-vessel, all of which will hereinafter fully appear.
The object of my invention is to provide a simple, economical, and effective refrigerating device for containing any substance or article which should be kept cool.
I can’t say for certain if this was even used by breweries, but the shape seems to suggest that it may have been.
Today in 1911, US Patent 1003014 A was issued, an invention of Friedrich Strohl, for his “Automatic Keg Washing and Sprinkling Machine.” There’s no Abstract, although in the description it includes this summary:
This invention relates to a combination can-piercing device and drinking cup.
One of the principal objects of the invention is the provision of :a drinking cup provided with can-piercing instrumentalities depending from its bottom wall, guide means for attaching the cup to the top of a beverage can and sealing means associated with the cup and guide means to prevent leakage between the top of the can and the outside of the cup after the top of the can has been pierced.
