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Beer In Ads #5049: Get Your Quarts From LaCorte’s

August 10, 2025 By Jay Brooks Leave a Comment

Last year I decided to concentrate on Bock ads. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Sunday’s ad is for Fox De Luxe Bock Beer, which was published on August 10, 1951, though strictly speaking it was for a liquor store called LaCorte’s Park-In Liquors, located at 552-56 State Line St., in Calumet City, Illinois. [I checked, it appears to be the site of a Wendy’s today.] The ad was actually advertising a variety of alcohol, some twelve different products, but I cut them all out except the one bock beer and its neighbor. The bock is from the Peter Fox Brewing Co. of Chicago, Illinois, which was originally founded in 1896 as the Hoffman Bros. This ad ran in The Hammond Times, an afternoon paper serving Hammond, Whiting, and East Chicago, Indiana, though now is headquartered in Munster, and it just a few miles (less than 4) from the liquor store.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Illinois, Indiana

Historic Beer Birthday: William J. Seib

August 4, 2025 By Jay Brooks Leave a Comment

conrad-seipp

Today is the birthday of William J. Seib (August 4, 1836-after 1901). He was born in Germany and learned to brew there. When he was 18, in 1854, he emigrated to the United States and worked at several breweries in the Detroit area, including Stroh’s. He worked for several additional breweries before becoming the brewmaster at Conrad Seipp Brewery of Chicago, Illinois, a position he held for nearly two decades until his retirement in 1901, after fifty years in the brewing industry. He must have been very well regarded because he’s referred to as “the dean of American brewmasters.” Seib was one of three men appointed to draft the charter of the Master Brewers’ Association of the United States, along with Louis Frisch and Charles J. Schmidt, which was founded on April 14, 1887.

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This is a short biography when he retired from brewing in 1901, when he was 64, from the American Brewers’ Review:

william-j-seib-retirement
seipp-brewery-overview

And this biography is from when Seib celebrated his 50th wedding anniversary.

Seib-golden-wedding-1
Seib-golden-wedding-2
Seopps-Export-Beer-Labels-Conrad-Seipp-Brewing-Co

Filed Under: Birthdays, Just For Fun Tagged With: Germany, Illinois

Beer Birthday: Jonathan Surratt

July 31, 2025 By Jay Brooks Leave a Comment

beer-mapping
Today is the 51st birthday of Jonathan Surratt. Jonathan launched the Beer Mapping Project and also ran the website for DRAFT magazine before it folded. And Jonathan also created National Growler Day, though its exact date from year to year is still fluid, plus he was a twitter diva, too. More recently, he’s become a sandwich aficionado of the highest order. Join me in wishing Jonathan a very happy birthday.

A self-portrait with Matt, then with Oakshire Brewing, Jonathan, and me at the Goose Island cask event during CBC in 2010.
Horse Brass publican Don Younger bookended by Jonathan’s wife Robin and Jonathan, displaying his excellent taste in attire.
Jonathan & Robin Surratt Sandwiched by Sean Paxton
Jonathan with Sean Paxton and Jonathan’s wife Robin at GABF a few years ago.
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Jonathan, Ray McCoy, Robin, and Ray’s wife, Cornelia Corey.
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Michael Roper, owner of the Hopleaf, Jonathan, and Wendy Littlefield, from Vanberg & DeWulff, when we had dinner there a few years ago.

Filed Under: Birthdays Tagged With: Chicago, Illinois, Midwest

Historic Beer Birthday: Jacob Woolner

July 24, 2025 By Jay Brooks

Today is the birthday of Jacob Woolner (July 24, 1834-March 23, 1909). He was born in Szennitz (or Szeged), Hungary (although one source says Budapest) but settled initially in Vienna, Austria, where he married. In 1873, he emigrated to the United States, and ended up in Peoria, Illinois. In 1886, he co-founded the Union Brewing Co. with his brother-in-law Sigmund O. Mitler. It closed in 1920 due to prohibition, re-opening briefly as the Peoria Brewing Co. in 1934 but closed for good in 1940.

This is his obituary from his unexpected death in 1909.

Filed Under: Birthdays, Just For Fun Tagged With: Hungary, Illinois

Beer In Ads #5021: Olympia Bock Beer

July 10, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Thursday’s poster is for Olympia Bock Beer, and was published around the 1910s. This one was for the Pilsen Brewing Co. of Chicago, Illinois, which was originally founded in 1903 by a group of Bohemian tavern owners.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, Chicago, History, Illinois

Beer Birthday: Sigmund O. Mitler

June 18, 2025 By Jay Brooks

Today is the birthday of Sigmund O. Mitler (June 18, 1850-October 18, 1896). He was born in Trnava, Slovakia, which was formerly Srenitz, Hungary. He was initially a banker, and was the director of the Anglo-Hungarian Bank in Vienna, but after emigrating to the United States around 1884, and settling in Peoria, Illinois, he co-founded the Union Brewing Co. with his brother-in-law Jacob Woolner in 1886. It closed in 1920 due to prohibition, re-opening briefly as the Peoria Brewing Co. in 1934 but closing for good in 1940.

IMG_1175

I couldn’t find out much else about Mitler other than he worked as the general manager and treasurer of the brewery until the day he died.

Although not exactly relevant, when he was 30 he married Ernestine Sternberg Mitler, who had a fondness for big hats.

Ernestine Sternberg Mitler

Filed Under: Birthdays, Just For Fun Tagged With: Hungary, Illinois

Beer In Ads #5001: Decatur Bock Beer

June 17, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Tuesday’s ad is for Decatur Bock Beer. The ad was published in 1912. This one was for the Decatur Brewing Co., which was located in Decatur, Illinois and was originally founded in 1855. And it made sense to share today because it was run for a time by Frank Shlaudeman, who was born today in 1862. This ad ran in The Daily Review, also of Decatur, Illinois.

Filed Under: Art & Beer, Beers, Breweries, Just For Fun Tagged With: Advertising, Bock, History, Illinois

Historic Beer Birthday: Frank Shlaudeman

June 17, 2025 By Jay Brooks

decatur
Today is the birthday of Frank Shlaudeman (June 17, 1862-August 26, 1938). His father became a partner in what would become the Decatur Brewing Co., in Decatur, Illinois, and which was founded in 1855. By. 1884, Henry Shlaudeman was the sole owner. Frank was born and raised in Decatur.

Frank’s father Henry Shlaudeman joined the Edward Harpstrite Brewery (which was originally the John Koehler & Adam Keck Brewery when it opened in 1855). Within a few years, he’d made enough of an impact that it became the Harpstrite & Shlaudeman Brewery, and two years after that, in 1884, he bought out his partner and it became the Henry Shlaudeman Brewery. In 1888, it was again renamed, this time the Decatur Brewing Co. It reopened after prohibition in 1934 under the name Macon County Beverage Co., but closed for good the same year.

Surprisingly, I was unable to turn up even one photograph of him. He took over the brewery after his father retired in 1903. I found a record of him taking a trip in 1934 to California. But more recently, I found his obituary, from the Heralnd and Review in 1938.

And here’s a second obit:

And this biography is from the “Portrait and Biographical Record of Macon Co., IL, 1893″

Frank Shlaudeman, an educated gentleman and prominent business man of Decatur, is Vice-President of the Decatur Brewing Company, and also Vice-President of the Decatur Ice and Cold Storage Company. His entire life has been passed in this city, where his birth occurred on the 17th of June, 1862. Under the parental roof the days of his boyhood were passed, and his primary education was acquired in the public schools of the city. He afterward attended the University of Illinois, at Champaign, taking a five-years course as a mechanical enigneer in the mechanical department. He was then graduated from that institution in the Class of ’82, with the degrees of B.S. and M.E. After his graduation he went to Cleveland, Ohio, and entered the employ of the Brush Electric Light Company. He worked in all the departments of that company and became familiar with every detail of the business. Later he spent six months in Chicago. He had expected to devote his attention to electrical work, but events caused him to abandon this plan. However, he has built two electric machines, one for lighting the ice factory and one for motor purposes in the bottling works, of three-horse power. He put up the first electrical machine in Decatur, a Brush machine of ten-horse power for exhibition purposes.

In October, 1886, was celebrated the marriage of Mr. Shlaudeman and Miss Josephine Baum, whose home was in Springfield, Ill. They have a pleasant residence on Webster Street, and are well known in this community, having many friends. From his boyhood our subject has been familiar with the brewing business, and in 1886 entered the brewery. Since that time he has given his entire attention to the business, and has practically been its manager. He has entire charge of the manufacturing department, and his brother Harry superintends the office and sales. The property covers a tract of several acres. The Decatur Brewing Company was oncorporated on the 27th of March, 1888, with a capital stock of $50,000. It’s officers are H. Shlaudeman, President; Frank Shlaudeman, Vice-President; and Harry Shlaudeman, Secretary and Treasurer. It has a capacity of twenty thousands barrels annually, with an annual business of fourteen thousand barrels, and they purchase about fifteen thousand bushels of barley, mainly grown in Iowa, Wisconsin and Minnesota. Employment is furnished to twenty-three men. The bottling works are separated from the brewery. Mr. Shlaudeman is an intelligent and cultured gentleman, pleasant and popular, and a man of good business ability.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Germany, History, Illinois

Historic Beer Birthday: William Ogden

June 15, 2025 By Jay Brooks

chicago-1

Today is the birthday of William B. Ogden (June 15, 1805-August 3, 1877). Ogden’s biggest claim to fame is being the first mayor of the city of Chicago, elected in 1837. But he was also a businessman, and one of the businesses he was involved in was one of Chicago’s first breweries, Lill & Diversey.

William_B_Ogden_by_GPA_Healy,_1855
A portrait of William B. Ogden, painted by G.P.A. Healy in 1855.

Some sources say it was the very first brewery in Chicago, but either way, it was certainly one of the earliest. It was founded by William Lill, who was later joined by partner Michael Diversey

lilldiversies

Here’s the brewery’s story from One Hundred Years of Brewing, published in 1901:

The immense brewing interests of Chicago had their origin in the persons of William Lill and William Haas. In September, 1839, William B. Ogden, who, two years previously, had been elected mayor of the city, established Mr. Lill in business at the corner of Pine street and Chicago avenue, Mr. Haas being the latter’s assistant. The “plant” was installed in a small tenement building and the first year’s brew was about 450 barrels.

After a few years Michael Diversey formed a partnership with Mr. Lill, when Mr. Ogden withdrew his silent interest in the business. Under the management of Lill & Diversey the so-called Chicago Brewery developed into one of the most extensive establishments of the kind in the west, occupying a portion of the original site, but then covering an entire block. For many years “Lill‘s Cream Ale” was one of the most famous brands in the country. Besides being known as good business men, Lill and Diversey were noted for their benevolence and generosity, the latter being a large benefactor to the German Catholic churches of Chicago.

In 1841, Michael Diversey and William Lill bought the first commercial brewery in Chicago (Haas & Sulzer Brewery) and changed the name to the Lill & Diversey Brewery, also known as the Chicago Brewery. The two men saw huge success and by 1861 were producing 45,000 barrels of beer a year and employing over 75 men. Famous for “Lill’s Cream Ale,” by 1866 the brewery had sprawled to over two acres and four stories high. The Water Tower Pumping Station, which still stands today, was put in directly across the street.

Serving two terms as a Chicago Alderman (1844-45; 1856-1868), Michael Diversey also donated a small plot of land where a Catholic church for fellow German immigrants was built. St. Michael’s was the tallest building in Chicago until 1885 when The Old Chicago Board of Trade building was completed. Known as a great city leader and keeping company with the likes of Joseph Sheffield and William Ogden, Michael Diversey was integral in bringing great growth to Chicago.

However, Diversey died in 1869, and Lill continued to run the brewery. Till the Great Fire of 1871 wiped it out and Lill lost everything. The brewery never re-opened and Lill passed away in 1875.

WB-Ogden

Most of Ogden’s biographies don’t even mention his affiliation with the brewery at all. See, for example his Wikipedia page, the WBEZ Chicago blog and the Encyclopedia of Chicago. His business with the brewery was apparently a pretty minor investment for him, and he was much more heavily involved in many other projects and businesses. Most accounts state that Ogden was a silent partner in the brewer. But in Gregg Smith’s “Beer In America: The Early Years—1587-1840,” he claims “that the mayor was very much involved in the business, and not just a silent partner: he wanted to ensure that the brewery’s hops came from New York’s Finger Lakes region.” Which makes some sense; Ogden was born in upstate New York.

william-b-ogden
A photo of Ogden later in life.

Filed Under: Birthdays Tagged With: Chicago, History, Illinois, New York

Beer Birthday: Ray Daniels

June 9, 2025 By Jay Brooks

cicerone-circle
Today is the 67th birthday of Ray Daniels. Ray is the former director of Craft Beer Marketing for the Brewers Association and today runs the Cicerone program, which he founded, to certify beer professionals, similar to sommeliers in the wine industry. He also founded the Real Ale Festival that used to take place annually in Chicago. And he’s one of my favorite people in the beer industry. Join me in wishing Ray a very happy birthday.

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Julie Johnson, from All About Beer, with Ray at Lagunitas during the Journalism Retreat when CBC was in San Francisco a few years ago.
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On the floor at GABF with Bob Pease, from the Brewers Association, Mark Dorber, publican extraordinaire, and John Mallet, from Bell’s Brewery.
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It’s hard not to love his Cicerone press photo.
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Ray with his former assistant Sarah Huska at the Cicerone booth at CBC in Chicago several years ago.

Filed Under: Birthdays Tagged With: Chicago, Illinois

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