Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #3665: Greg “The Bull” Luzinski For Miller Lite

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Friday’s ad is for “Miller Lite,” from 1988. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features American former professional baseball player Greg “The Bull” Luzinski, a left fielder who spent most of his career with the Philadelphia Phillies, and retired as a member of the Chicago White Sox.

Beer In Ads #3664: Joe Frazier For Miller Lite

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Thursday’s ad is for “Miller Lite,” from 1978. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features American former professional boxer Joe Frazier.

Beer In Ads #3663: Billy Martin & Jim Shoulders For Miller Lite

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Wednesday’s ad is for “Miller Lite,” from 1981. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features American Major League Baseball second baseman and manager Billy Martin and American professional rodeo cowboy and rancher Jim Shoulders.

Beer In Ads #3661: Alexis Argüello & Billy Martin For Miller Lite

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Monday’s ad is for “Miller Lite,” from 1981. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features Nicaraguan professional boxer, and later politician, Alexis Argüello and American Major League Baseball second baseman and manager Billy Martin.

Beer In Ads #3659: Lori Bowen For Miller Lite

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Saturday’s ad is for “Miller Lite,” from 1985. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features female champion bodybuilder Lori Bowen.

Beer In Ads #3658: Dave Cowens & Bob Lanier For Miller Lite

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Friday’s ad is for “Miller Lite,” from 1986. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features former Boston Celtics basketball player Dave Cowens and Detroit Pistons and Milwaukee Bucks basketball player Bob Lanier.

Beer In Ads #3656: Bubba Smith For Miller Lite

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Wedesday’s ad is for “Miller Lite,” from 1978. This ad was made for the Miller Brewing Co., and was part of their long-running “Tastes Great!…Less Filling!” advertising campaign. It was created in 1973 by the McCann-Erickson Worldwide ad agency and was ranked by Advertising Age magazine as the eighth best advertising campaign in history. They were primarily television commercials but they did create print ads to support the TV spots. They began with a trend of using former athletes along with a few notable celebrities that continued throughout the campaign. This one features former football defensive end Bubba Smith.

Beer In Ads #1714: Look Who Switched To Natural Light

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Tuesday’s ad is for Natural Light, from 1980. Today is the birthday of baseball legend Mickey Mantle. In the mid-1970s, Mantle did some commercials, along with fellow Yankees teammate Whitey Ford, for Miller Lite. So when he did this ad for rival Natural Light, they played up his being a switch hitter “who switched to Natural Light.”

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Patent No. 4355047A: Method Of Preparing A Low Calorie Beer

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Today in 1982, US Patent 4355047 A was issued, an invention of William F. Line, Vinod K. Chaudhary, Etzer Chicoye, and Robert J. Mizerak, assigned to Miller Brewing Company, for his “Method of Preparing a Low Calorie Beer.” Here’s the Abstract:

Low calorie beer is prepared by introducing into the brewing process a debranching enzyme (pullulanase) obtained from rice, a traditional brewing material. The debranching enzyme reduces the real extract of the beer by cleaving alpha 1,6 linkages of unfermentable limit dextrins to form alpha 1,4 dextrins which can be converted by alpha 1,4 carbohydrates to sugars that can be fermented by brewer’s yeast. The enzyme may be introduced into the brewing process by adding rice or the enzyme extracted from rice to the mash or to the wort before or during fermentation. The debranching enzyme may be obtained from polished dry milled rice by extraction with an aqueous buffer solution. When malted rice is used as the enzyme source a particularly useful mixture of the debranching enzyme and alpha 1,4 carbohydrates is obtained.

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Patent No. 4837034A: Preparation Of Low Calorie Beer

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Today in 1989, US Patent 4837034 A was issued, an invention of Joseph L. Owades and Charles J. Koch, assigned to the Boston Beer Limited Partnership, for their “Preparation Of Low Calorie Beer.” Charles J. Koch was Boston Beer founder Jim Koch’s father, himself a fifth-generation brewer who apparently quit the business in the 1950s when things were looking dark for American beer and even tried to dissuade his son from going into the family business. According to family legend, “his greatest gift [to the Boston Beer Co.] lay in an old trunk stored in his attic. That trunk contained family brewing memorabilia and beer recipes dating back to the 1800s.” And the story goes that he gave Jim a recipe from the trunk created by his great-great grandfather, Louis Koch, which was the basis for their flagship beer, Samuel Adams Boston Lager. Joe Owades was the first to create low-calorie light beer when he was at Rheingold and eventually through M&A it turned into Miller Lite and later in life he did consulting work and helped Boston Beer tweak the Louis Koch’s recipe and make it into their Boston Lager. As I understand it, Owades continued to do work with them from time to time over the years, and that’s likely how Joe and Charles ended up working on the patent which, I presume, eventually became Samuel Adams Light Beer.

Here’s the Abstract:

A low-calorie, all-malt beer characterized by full body and flavor of a conventional all-malt beer and a method of preparing the same without any external enzymes is described. A wort is prepared by blending warm malt mash with hot water under conditions which avoid exposing the blend of hot water and the malt mash to temperature between about 52° C. and 75° C., and the resultant wort is converted to beer by fermenting the wort with Brewer’s yeast. The wort extract is oxygenated with substantially pure oxygen in place of air normally used in the fermentation, and the Brewer’s yeast is added to the wort extract at a rate of about 30 to 60 grams pressed yeast per 100 liters wort so as to absorb, within the yeast cells of the Brewer’s yeast, substantially all harsh and grainy flavor compounds contained in the wort extract.

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