Thursday’s ad is for Schlitz, from 1948. The tagline, “A classic flavor,” is reinforced — I guess — by the beer’s proximity to a shelf of books which one supposes must be classic books, especially with the bust of Shakespeare holding up the books.
Beer In Ads #668: Some Things Can’t Be Hurried …
Wednesday’s ad is for Ruppert beer — which is “the ‘slow-aged’ beer!” It’s from 1947 and shows a simple cartoon of an apparently long-winded speech that is going on and on, causing one listener to nod off and the other to check his watch. Like Ruppert, they’re in no rush. The claim that “Ruppert beer is aged s-l-o-w-l-y” is a curious one. Ignoring relativity, I’m pretty sure time is a constant, at least on planet beer, and the beer can’t age any slower or faster than the clock runs. You can age it for a shorter amount of time, or a longer amount of time, but that’s a different kettle of isinglass.
Beer In Ads #667: Nationally Famous For Good Taste
Tuesday’s ad is for Goebel beer, from 1951. Having just been through California gold country, the mining illustration, by George Shephard, was fun to see, though I’m not sure I see the connection to the text, “Nationally famous for good taste.” But the real gem is the claim just below the beer’s name in the inset box, “it’s Mello-ized.” I want to find more drinks that have been Mello-ized. That just has to be a good thing.
Beer In Ads #666: Considering You Would Normally Be Charged Your Soul
Monday’s ad is for Duvel, though I’m not sure if they ever actually ran it. But since this is ad number 666, I wanted to go with something devilish. So this is a recent creation, but it’s pretty clever.
Beer In Ads #665: Rheingold Takes The Wheel
Friday’s ad is another one for Rheingold Beer, this one from 1952, featuring Miss Rheingold for that year, Anne Hogan. In this ad, she’s piloting a sailboat, behind the wheel. She must be the captain of the shop; after all, she’s wearing the hat.
Beer In Ads #664: Man’s Best Friend
Thursday’s ad is for Schlitz from 1951. It’s a great illustration showing a man painting a chair yellow. A dog has come up to him holding a bottle of Schlitz in its mouth, while a woman — his woman? — looks on from afar. Man’s best friend indeed.
Beer In Ads #663: For Real Enjoyment …
Wednesday’s ad is for Schaefer from 1957. It’s a clever one, showing a bottle of Schaefer Beer with a beer glass perpendicular with the text “For real enjoyment … turn this ad slowly to the right.” So if you did, the beer would pour out of the bottle and into the glass. I love the other tagline. “Schaefer beer it’s Real beer!”
Beer In Ads #662: Rheingold Horsing Around
Tuesday’s ad is another one for Rheingold Beer, this one from 1957, featuring Miss Rheingold for that year, Margie McNally. In this ad, she’s riding a horse out west on what looks like a cattle drive perhaps. But at least she’s got her spare horse carrying a couple cases of beer. Sure, they’re going to be warm, but maybe she can find an ice machine or cool cave.
Beer In Ads #661: You Wouldn’t Think It Possible!
Monday’s ad is for Schlitz, from 1945. It’s a surreal ad, with a little magic role reversal. Instead of the magician pulling a rabbit out of his hat, a giant bunny, wearing a tuxedo, has pulled the magician out of his top hat, though at least he has a bottle of Schlitz in his hand, too. I imagine the magician is thinking he’s probably had quite enough to drink if he’s seeing scary giant rabbits.
New Albion Beer Coming Back
Here’s some terrific news that I can finally talk about. I was there when discussions began during last year’s Great American Beer Festival. At the annual Samuel Adams media brunch — where the Longshot winners are announced — Jim Koch started talking with Jack McAuliffe, founder of the New Albion Brewery in 1977, America’s first modern microbrewery. A idea was hatched, and I was sworn to secrecy. But thanks to my friend John Holl, the cat is out of the bag. He’s got the full story at All About Beer, entitled The Return of New Albion: America’s First Craft Brewery Gets a Revival.
After talking and negotiating since last year, on July 3, Jack McAuliffe and Jim Koch mashed in the first New Albion beer Jack has made in many years. They’re making his pale ale, or at least as best Jack can recall it.
First, he had to hash out details with Koch and brewer Dean Gianocostas. The memories came mostly easy to McAuliffe who recalled temperatures, ingredients, and processes. While the brewers had sketched out a plan in advanced, but much was changed.
“We should do it Jack’s way,” said Koch with wide eyes as he listened to McAuliffe recall the recipe.What they settled on was New Albion Ale, a pale ale “as faithfully” as McAuliffe could recall. Malt variations that replaced strains used in the 1970s were substituted, for example.
Jack McAuliffe and Jim Koch at the Boston brewery in Jamaica Plain.
The beer itself will debut at this year’s GABF. “Then, additional batches of New Albion Ale will be brewed at” one of the Sam Adams breweries and “distributed nationwide in 12-ounce 6-packs starting in January 2013. This is designed to be a one-shot deal so when it’s gone, it’s gone.” That will definitely be one to pick up.
It appears the new label will be very similar to the original.