
Thursday’s ad is for Blatz Pilsener Beer from 1944, displaying a hunting motif to go with the cheesy ad copy, “The End of the Hunt For Good Taste.”

By Jay Brooks

Thursday’s ad is for Blatz Pilsener Beer from 1944, displaying a hunting motif to go with the cheesy ad copy, “The End of the Hunt For Good Taste.”

By Jay Brooks

Wednesday’s ad is for Budweiser from 1962, showing the apparently unusual sight of men in the kitchen. Oh, but drinking beer there makes it okay. Maybe it’s just me but I don’t believe this foursome is going to be able to solve all the world’s problems, as the ad copy suggests.

By Jay Brooks

Science News last week had a fascinating tale from 2,500 years ago, about ancient Celtic breweries in present-day Germany. It was revealed in a new paper by Hans-Peter Stika, entitled Early Iron Age and Late Mediaeval malt finds from Germany—attempts at reconstruction of early Celtic brewing and the taste of Celtic beer, that early Celts built breweries “capable of turning out large quantities of a beer with a dark, smoky, slightly sour taste.”
Published earlier this month in the journal, Archaeological and Anthropological Sciences, here’s the abstract:
In this paper, we discuss specialised ditch structure from the early Iron Age settlement of Eberdingen–Hochdorf (early La Tène Period, fifth–fourth century BC), that contained large numbers of evenly germinated hulled barley grains. This malt appears to be the result of deliberate germination, given the purity of the finds and the associated unusual archaeological structure, which may have been used for germination and/or as a drying kiln for roasting the malt. The Hochdorf malt most probably was produced for the purpose of beer brewing. To learn more about the morphology of malt and the effects of carbonisation on it, experiments on modern barley grains were undertaken. Their results are compared to the ancient Hochdorf malt. Based on the excavated findings and finds as well as theoretical reflections on the early Iron Age brewing process, attempts at reconstructing the possible taste of early Celtic beer are presented. Additionally, a malt find from late mediaeval Berlin in northeast Germany is presented. A mixture of deliberately sprouted hulled barley as well as rye and oat grains, which were not germinated, was found. The three different cereals could have been used for brewing a typical mediaeval/early modern beer since the use of mixed crops for producing beer has been quite common. Because of a lack of further evidence, it remains unclear whether or not the half-timbered house in the late mediaeval town was a trading place and storehouse for malt or the brewery itself, where the malt was processed to make beer.
A large store of charred grains of barley were discovered at a site in northeast Germany, near Berlin. The barley was found in ditches, suggesting a “large malt-making enterprise.”

He then reconstructed the steps he believes the early Celts would have used to brew their beer.
Not all of the steps have been confirmed by the evidence yet, but the search goes on.
By Jay Brooks

I need to tread lightly here, as my own wife is a blonde. Two new television commercials by Atlanta’s Red Brick Brewing play on the stereotype of dumb blondes. Funny or insensitive, I’m staying out of it.
By Jay Brooks

Tuesday’s ad is for Budweiser from 1982, showing sports equipment and announcing Anheuser-Busch as a “proud sponsor of the 1984 Olympic team.” It’s one of the few ads showing beer in a paper cup, which I guess continues the sporting theme.

By Jay Brooks

Monday’s ad is for Coors from around 1990, featuring the painting by artist Ellis Wilson entitled Funeral Procession. It was painted in the 1950s and currently hangs in the Aaron Douglas Collection in the Amistad Research Center at Tulane University, New Orleans, Louisiana.
The painting became well-known in 1985 “thanks to its appearance in the plot of an episode of The Cosby Show in 1985, during the second season of the long-running series. In the program, Mrs. Huxtable acquires the painting—which is ostensibly by her “great-uncle Ellis”—at auction, paying $11,500. At the end of the episode, Dr. Huxtable hung the painting over the living-room mantel, where it would stay for the duration of the series.” Coors used the painting for an ad celebrating Martin Luther King Jr. Day. The ad uses the slogan “His Truth Is Marching On” with a subtitle “In memory of the dream …”

Here’s the original painting:

By Jay Brooks
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Our 51st Guinness poster by John Gilroy was, like last week’s, probably from World War 2, and shows a group of soldiers practicing their grenade throwing, with one of them substituting a bottle of Guinness for a grenade. Their commanding officer certainly looks surprised to see the Guinness fly.

Here’s a slightly different version showing one additional soldier.

By Jay Brooks

Friday’s ad is for the Albion Brewery in Leeds. I’m not sure when the ad is from, though I believe the brewery was founded in 1897 and closed in either 1933 or 1948, the UK National Archives isn’t sure. If the truck is any indication it’s got to be pretty early in the history of automotive transportation. And at some point they stopped giving driver’s licenses to lions, didn’t they?

By Jay Brooks

Today’s UK newspaper, The Independent, has a nice write-up of Patrick McGovern’s theory (among others) that it was the desire of early man to brew beer that caused them to abandon their hunter gatherer ways and settle down to a life of farming, in the process sparking nothing short of civilization itself.
In the article, Did A Thirst For Beer Spark Civilization?, McGovern says “I think most people see (this theory) as a very plausible scenario. But we don’t have all the evidence. I just wanted to put it out there as a worldwide hypothesis. Then over time maybe the different pieces can be put together from across the world.” McGovern is the author of Uncorking the Past — a book I heartily recommend — that goes into great detail about the evidence for his theories.

Patrick McGovern signing boos at GABF in 2009.
By Jay Brooks

Thursday’s ad is a Ballantine ad from 1947. Part of the history ads featuring clay dioramas, this one shows a wagon heading west, passing a saloon where the bartender is coming out with a mug of beer. The wagon driver’s rope is making the three-ring Ballantine logo, which would be impressive if someone could actually do that in real life.

