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Jay R. Brooks on Beer

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Beer In Ads #774: Argentina Here We Come

January 3, 2013 By Jay Brooks


Thursday’s ad is for the Scottish brand Younger’s Tartan Special, from 1978, when, presumably the beer started to be imported to Argentina. I love the idea of a giant plaid boat, flying the Scottish flag. For some reason this ad reminded me of a scene in the Herman Raucher novel, “Summer of ’42,” where the main character, Hermie, is trying to buy a box of condoms and is thinking as he’s looking over the different packages that whatever color the box happens to be is also the same color as the condom itself. He sees a plaid box and thinks to himself, something along the lines of, “plaid, that’s enough to send a young girl screaming into the night!” It’s funny what sticks in your head. But the idea of a ginormous plaid boat would be quite a sight coming over the horizon.

Youngers-tartan-argentina-1978

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

Hopshackles?

January 3, 2013 By Jay Brooks

hopshackles
Regular readers will know how much of a calendar geek I am. Ever since we first moved to Oakland back in 1996, I’ve spent every New Year’s Day morning in line at either of the Pendragon/Pegasus book stores waiting for their amazing calendar sale to begin. They take every calendar that didn’t sell before December 31st from one of their book wholesaler’s warehouses and sell them at 3 for $10, no matter how big or small. We usually buy a few dozen, and have calendars everywhere, including multiple ones in many of the rooms of our home.

One of the page-a-day calendars I picked up this year was “Jeffrey Kacirk’s Forgotten English,” which I thought would be fun, given my love of language and words. It’s based on his book and website. The very first word on January 1 was “hopshackles,” which is one I’ve never heard of.

So a little online research revealed that there’s not much out there about it, actually. Wordnik, from the Century Dictionary and Cyclopedia, has this definition.

n. A shackle or weight used to hobble a horse or other animal.

According to the calendar entry, it was already an obscure word in 1859, when Robert Nare wrote that “what these were, we can only guess,” and he points to the word being used in a 1570 book, “The Scholemaster” [sic]. “Some runners … deserve but the hopshackes.” I think he was talking there about Win Bassett.

So, does it have anything to do with the hops used in beer? Not so much, although the word certainly sounds like it ought to. And apparently, I’m not the only one who thought so, as Nigel Wright named his English brewery, Hopshackle Brewery, after the obscure term, and tells the story of that decision:

Where did the name “Hopshackle” originate from and what does it mean? Strangely enough I first came across the word when watching the popular T.V. programme “Call My Bluff” some years ago. What a cracking name for a brewery I thought should I ever get around to realising a life times ambition! The origin of the word “Hopshackle” is unknown, but it’s transitive verb is to hobble which has several relevant meanings.

Hobble – to walk with an uneven, unsteady or feeble gait; to hinder, perplex or tie together the legs of to prevent escape, kicking, or to regulate pace or stride. Dray horses were hobbled to ensure that they did not waste any of the valuable beer they were delivering

My OED lists the word as obsolete, and the “hop” part of the word as “obscure” and speculate it’s a combining of “hopple” and “hamshackle.” The earliest reference to it is print they have is from 1568. They define it as “a ligament for confining a horse or cow; a hopple or hobble.”

Hopshackle

So I’m glad to see the word may live on at least in the name of a brewery. Because I agree with Nigel Wright, it is a cracking great name that should be brought back from obscurity. But, of course, it’s meaning needs to be updated, modernized and made useful again. So what should “hopshackle” mean, if we’re to bring it back?

Perhaps a previously overly hoppy beer that’s had its bitterness reduced to make a more balanced beer could be said to have “put on the hopshackles.” Or the session IPAs we’re starting to see, as in “Lagunitas’ new DayTime is great for drinking with lunch, because they put on the hopshackles.” Another usage could be a synonym for restrained or balanced, as opposed to extreme beer, like “Stone Brewing’s Enjoy By IPA is a nicely hopshackled beer?

Any other thoughts, idea, suggestions? C’mon people, brainstorm!

Filed Under: Just For Fun, Related Pleasures Tagged With: History, Language

Beer In Ads #773: Beer — The Healthful Refresher

January 2, 2013 By Jay Brooks


Wednesday’s ad is for the Barley and Malt Institue, located in Chicago, Illinois. They remind me a bit of the Beer Belongs series by the U.S. Brewers Foundation, with a beautiful illustration with a ribbon of text and information at the bottom of the ad. What a great tagline: “Beer — The Healthful Refresher brewed with the Goodness of Malt.” The text goes on. “Invigorating! That’s the word for wholesome, refreshing, beer or ale brewed with Barley Malt.”

beer-healthful-refresher-1959

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

Beer In Ads #772: Americans Are Going To Eat Better .. Feel Better .. Look Better

January 1, 2013 By Jay Brooks


Tuesday’s ad, the first for 2013, is for Budweiser, from 1945, when World War 2 was at its end and optimism was running high. This one is also quite remarkable, and te text-heavy ad argues that the laboratories of Anheuser-Busch during the war have done great thinks to combat that other scourge of the age; malnutrition. The message is clear. Do your duty and drink Bud, so they can continue their nutritional research. Thank you A-B.

Bud-1945-feel-better

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

Beer In Ads #771: To Help A Child’s Dream Come True

December 31, 2012 By Jay Brooks


Monday’s ad is also for Budweiser, again from 1942. This one is quite remarkable, and uses corn syrup and the love of candy by children to make its case. Here’s the thinking. “To the great candy industry of America, corn syrup is a necessary ingredient. Used in other foods as well as candy, it contributes much to the energy and nutrition of the nation.” Thus, A-B’s “Corn Products Division” is as wonderful as their beer business. So drink Bud and “Help a Child’s Dream Cone True.”

Bud-1942-kids-dreams

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

Beer In Ads #770: The Story Of Bread

December 28, 2012 By Jay Brooks


Friday’s ad is another for Budweiser, also from 1942. This one is more of a history lesson equating “the story of bread,” which “may well be called The Story of Civilization.” From there it’s on to yeast, specifically baker’s yeast, for which A-B apparently was one of America’s biggest sources.

Bud-1942-story-of-bread

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

Beer In Ads #769: To Guard Your Well-Being

December 27, 2012 By Jay Brooks


Thursday’s ad is for Budweiser, from 1942. It’s a funny ad that would be totally illegal today thanks to the work of the prohibitionists and neo-prohibitionists, who have turned from trying to ban alcohol after the failure of Prohibition to instead making it as difficult as possible to sell, including increasingly stringent advertising restrictions, including that making health claims are banned, even true ones. But this ad is all about the healthy nature of beer, and the necessary vitamins and foodstuffs in beer, not to mention how R&D on beer has led to other discoveries.

Bud-1942-few-know

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

Beer In Ads #768: I Was Curious … By The Lake

December 26, 2012 By Jay Brooks


Wednesday’s ad is for Schlitz, from probably the late 1940s. It’s part of the long-running “I was curious” series from Schlitz that typically showed three panel showing the progression from curiosity to tasting to acceptance, a sort of mini Kubler-Ross of the three states of beer tasting. In this ad, it shows two couples by a lake. Why is it that most ads depicting couples during this time period show them separated and not interacting, boys with the boys and girls with the girls?

Schlitz-curious

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

Beer In Ads #767: The Season’s Greeting

December 25, 2012 By Jay Brooks


Tuesday’s Christmas ad is for Rheingold Beer, from 1943. In the ad, a woman has apparently just hung the wreath, and to hammer home the point she’s still holding it in her hand. It’s impressive how she managed to hang it in the exact spot so the tagline — The Season’s Greeting — is centered inside the wreath.

rheingold-xmas-1943

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

Beer In Ads #766: Seasons Cheer …

December 24, 2012 By Jay Brooks


Monday’s Christmas Eve ad is for Arrow Beer, from 1946. It’s a simple ad, showing a glass of Arrow Beer along with a bottle in front of a wreath of holly and a candle. The ad copy couldn’t be simpler. “Seasons Cheer … from Arrow Beer.”

arrow-1946-xmas

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

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