Friday’s ad is for the Frank Fehr Brewing Co., from 1950. The Louisville, Kentucky brewery is advertising their Fehr’s XL Beer as a pairing with Boston baked beans and bacon. I think is well before the days when advertising agencies hired professional food stylists to make the food look perfect, and as appetizing as possible. And while they’re still using their tagline, “It’s Al-ways Fehr Weather,” I confess I don’t understand why there’s a hyphen in always.
Thursday’s ad is for the Frank Fehr Brewing Co., from 1951. The Louisville, Kentucky brewery is advertising their Fehr’s XL Beer as a pairing with fish. I do love how they’ve cut the lemons on the fish so they look like flowers, that’s a nice touch. I’m not sure about the sides, though, which seem to include lima beans and what I think are some sad-looking French fries. They’re getting a lot of mileage out of their tagline. “It’s Always Fehr Weather.”
Wednesday’s ad is for the Frank Fehr Brewing Co., from 1951. The Louisville, Kentucky brewery is advertising their Fehr’s XL Beer as a pairing with food, although that is one seriously scary looking dish. What the hell is that thing? Is it a slap of meat in Jell-O. I see a bone, I think? And what’s on top, it may be rice but could just as easily be something far worse. Sheesh!
Monday’s ad is another one for Frank Fehr Brewing Co.’s Bock Beer, probably from the 1890s. The brewery was located in Louisville, Kentucky, but started out as the Otto Brewery. Its name changed to Frank Fehr in 1890, and remained that name until it closed in 1964. In this one, Tevye the Goat fiddles on top of a barrel of bock beer. He may be a small goat, but he plays with heart.
My most recent “Beer in Ads” post was for a Bock by the Frank Fehr Brewing Co. of Louisville, Kentucky, which was in business from 1890 to 1964, and even earlier as the Otto Brewery. In researching the brewery, I found some amazing promotional photos for the Frank Fehr Brewing Co. at the University of Louisville Digital Collection. If a brewery tried this today, the prohibitionist groups would go seriously apoplectic. Fehr’s actually used a teddy bear, which they referred to as a “Beer Bear” or Fehr’s Bear” in their marketing.
I can just imagine the hue and cry today if any beer brand tried using a teddy bear as a part of their marketing. You know they’d be accused of “targeting” children, a frequent charge leveled by modern prohibitionists and yet in what I imagine was a conservative southern town in the late fifties people seemed to take it all in stride. What does that say about the people running prohibitionist organizations in the 21st century that they can’t tell the difference between targeting and having fun, between knowing what appeals to all people and not just children.
I confess Fehr’s was not a beer brand I was familiar with. I suspect it was only available, even in its heyday, in and around the Louisville area. So there it’s probably well known. They certainly had some great slogans, the one I see the most is pretty awesome. It’s always Fehr weather.”
I guess we know from that how Frank Fehr’s name was pronounced. They used it it a variety of marketing materials, from coasters …
to crowns …
Another play on the name was “Be ‘Fehr’ to Yourself” — Drink — Fehr’s Kentucky Beer.”
It’s certainly popular enough in the Louisville area that some people are trying to bring back the brand, and have a website and Facebook page up, though there was more movement and even some local news coverage two years ago.
Saturday’s ad is for Frank Fehr Brewing Co.’s Bock Beer, probably from the 1890s. The brewery was located in Louisville, Kentucky, but started out as the Otto Brewery. Its name changed to Frank Fehr in 1890, and remained that name until it closed in 1964. It’s a twofer, with not one, but two, goats standing over a barrel of their bock, with “Try Our” on the head and “Bock Beer” just below.
Tuesday’s ad is for Geo. Wiedemann Bock Beer, from around 1910, but definitely pre-prohibition. The Geo. Wiedemann Brewery was in Newport, Kentucky. But continuing Bock Week, it’s another beautiful illustration of a goat and his beer.
Thursday’s ad is for Falls City beer, a Louisville, Kentucky brand that was founded in 1905 that lasted until 1978. This is the second somewhat surreal ad for this brewery, the first was Falls City Gives You More. Like that first one, they seem to favor ads that rhyme, too. The ad copy is “Two Big Reasons Why Fall City is the Beer to Buy.” And the two reasons? They’re class, as well. “* Pasteurized * Bitter-free.” The big face in the foreground looks out of perspective somehow; it looks too big, too in your face.
- BBC Brewing Co.
- Beer Engine
- Better Days Brewing
- BJ’s Restaurant Brewery
- Bluegrass Brewing
- Browning’s Brewery
- Cumberland Brews Restaurant & Brewery
- Hofbräuhaus Newport
- Lexington Brewing and Distilling
- Red Ear Brewing
Kentucky Brewery Guides
Guild: None Known
State Agency: Kentucky Office of Alcoholic Beverage Control
- Capital: Frankfort
- Largest Cities: Louisville, Lexington – Fayette, Owensboro, Bowling Green, Covington
- Population: 4,041,769; 25th
- Area: 40411 sq.mi., 37th
- Nickname: Bluegrass State
- Statehood: 15th, June 1, 1792
- Alcohol Legalized: December 5, 1933
- Number of Breweries: 13
- Rank: 39th
- Beer Production: 2,625,938
- Production Rank: 27th
- Beer Per Capita: 19.1 Gallons
- Bottles: 38.4%
- Cans: 58.4%
- Kegs: 6.6%
- Per Gallon: $0.08
- Per Case: $0.18
- Tax Per Barrel (24/12 Case): $2.50
- Draught Tax Per Barrel (in Kegs): $2.50
- 11% wholesale sales tax; 6% on premise sales tax. Wholesale tax changed in 2005 from 9% to 11%.
Economic Impact (2010):
- From Brewing: $124,158,766
- Direct Impact: $769,002,906
- Supplier Impact: $337,841,508
- Induced Economic Impact: $433,361,880
- Total Impact: $1,540,206,295
- Control State: No
- Sale Hours: On Premises: 6 a.m. to 4 a.m. on Monday through Saturday
Off Premises: 11 a.m. to 4 a.m. on Sundays
- Grocery Store Sales: Yes
- Notes: Local ordinance may vote to permit Sunday sales at restaurants. Sales from 2–4 a.m. only in Louisville. As of 2005 Sunday sales were allowed per state law, but may still be prohibited in some areas by local ordinance (as of early 2006, such a situation existed with smaller cities within Louisville Metro, though these cities have since changed local ordinances).
Alcohol sale restriction and wet/dry (both by drink and package) allowed by both county and city local option. Approximately 53 counties in the state (mostly eastern and southern counties) are dry, all alcohol sale and possession prohibited; 16 “moist” counties (with “wet” cities allowing package liquor sales in counties otherwise dry); 21 counties that are otherwise dry but have communities with local option that allow sales of liquor by the drink or under special exemptions allowing sales at wineries. Majority of wet counties around major metropolitan areas in state (Louisville, Lexington, Covington, Owensboro, Paducah).
Data complied, in part, from the Beer Institute’s Brewer’s Almanac 2010, Beer Serves America, the Brewers Association, Wikipedia and my World Factbook. If you see I’m missing a brewery link, please be so kind as to drop me a note or simply comment on this post. Thanks.
For the remaining states, see Brewing Links: United States.
Wednesday’s ad is for Falls City Brewing, a mostly obscure brewery from Louisville, Kentucky that operated from 1905 to 1978. They’re probably most well-known nationally for Billy Beer, created with Billy Carter, President Jimmy Carter’s less-successful brother. Looking at the record-player and the records in the ad — dude, get your hands off that vinyl, don’t you know how to hold a record? — I’m guessing it’s late 50s, and on closer inspection it’s copyrighted 1956. Parts of the ad copy are hilarious. “real cool … with plenty of cold.” But this is my favorite: “It’s pasteurized to guard its Magic Flavor.”