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Historic Beer Birthday: Frederick Hinckel Jr.

April 3, 2025 By Jay Brooks

hinckel
Today is the birthday of Frederick Hinckel Jr. (April 3, 1859-February 25, 1917). He was the son of Frederick Hinckel Sr., who co-founded the Hinckel Brewery of Albany, New York. His father, Hinckel Sr., along with Johann Andreas Schinnerer, founded the F. Hinckel & A. Schinnerer brewery in 1852, which was also known as the Cataract Brewery. “Its premises occupied half a city block, bounded by Swan Street, Myrtle and Park Avenues. By 1864 Hinckel was the sole owner of the business.” When his father passed away in 1881, Frederick Jr., along with his brother Charles, took over the brewery. It closed in 1920 when prohibition went into effect, and did reopen after repeal. Unfortunately, I was unable to find any portraits of Frederick Jr.

hinckel-brewery-letterhead

Here’s his obituary from “The Brewer’s Journal” for November 1916-October 1917:

frederick-hinckel-obit

hinckel-brewery-wagon
A Hinckel Brewery beer wagon.

Henkel-Brewery-1880-malthouse
Although the brewery closed in 1920 because of prohibition, and never reopened afterwards, the build was preserved and today is an apartment complex.

Export-Beer-Bottles-Paper-Label-Hinckel-Brewery-Co-Cataract-Brewery

Filed Under: Birthdays, Just For Fun Tagged With: History, New York

Historic Beer Birthday: Michael Piel

March 29, 2025 By Jay Brooks

piels
Today is the birthday of Michael Piel (March 29, 1849-June 12, 1915) who along with his brothers Gottfried and Wilhelm Piel founded Piel Bros. Beer in New York, more commonly known as Piels Beer in 1883. Michael Piel was the brewer among his brothers, and the oldest, as well.

Michael-Piel-1890
Michael Piel in 1890.

Here’s a short biography from Find a Grave:

Michel Piel was born on the 29th of March, 1849 in Dussendorf, Germany. He immigrated to the United States in 1883 with his wife Marie and son William. They settled first in Brooklyn, then moved to Manhattan. They had 11 children: William, Henry, Otto, Michael Jr, Louisa Gertrude, Rudolph, Agnes, Oswald, Roland and Albert was died at 2yrs and Maria who also died at 2 yrs. Michael with his brothers Gottfried and Wilhelm founded Piels Beer in 1883 and located the brewery in Brooklyn, New York at 315 Liberty Avenue in the East New York section of Brooklyn. On September 20, 1973, Piels Brothers closed down after 90 years in operation. Piels brand of beer was [licensed, not sold as many sources report] to Pabst Brewing Company, which continues to market the Piels on a limited basis in New York and the New England States.

piels-brewery-1965

And here’s a fuller biography from the Cyclopedia of American Biography:

PIEL, Michael, brewer, b. in Stoffeln, Düsseldorf am Rhein, Germany, 29 March, 1849; d. at Lake Parlin, Me., 12 June, 1915, son of Heinrich Hubert and Gertrud (Gispé) Piel. He was descended from an old Rhenish stock of farmers of singular attachment, whose members successively aimed to expand their patrimony of tillable lands. To the original and extensive Stoffeln Farm his father and uncles added the great Mörsenbroich-Düsseldorf tillages, which now border the residential section of the Lower Rhenish financial capitol. Michael was born in an environment of industry, thrift, and enterprise. His early youth was devoted to the farm at Mörsenbroich-Düsseldorf. At the age of eighteen, he began his military service in the Kaiser Alexander II Regiment of the Imperial Guards at Berlin. The Franco-Prussian War of 1870-71 broke out just as he had completed this duty. As he was not, therefore, subject to the call of the Fatherland, his family sought to hold him back. He promptly volunteered, however, and served throughout the war, participating with his regiment in several engagements, the battle of Gravelotte and the siege of Paris. The impressions on the country boy of his years of service at Berlin, which had already begun to modernize its industries, lingered and served constantly to stimulate his natural gifts of invention. While for several years after the war, true to the family tradition, he worked at Mörsenbroich with his elder brother, he continually sought expression for his native talents. The arduous discipline of farm-labor from sun-up to sun-down, — valuable preparation though it was for the early trials of his later life career — could not check his inventive spirit. Gradually, making the most of his opportunities on the farm, his successes won him away from the family calling. In the creation of new rose-cultures and, particularly, in the perfection of a new and highly productive breed of bees, for both of which, after but two years of experimentation, he was voted the government’s highest awards, he found the encouragement he needed for the growing determination to carve out his own future. It was, however, his invention of a centrifuge for the extraction of honey, awarded special governmental recognition and immediately adopted into general use, that decided him. As the protégé of a machine manufacturer, he visited the industrial centers of the progressive Rhineland and soon chose the ancient German industry of brewing as the one offering the best opportunity for his talent of applying machinery to natural processes. He found a fertile field. The new science of modern refrigeration had just come into practice, and the suggestions which it offered in his chosen field fascinated him. He began his novitiate in the old-style subterranean cellars at the breweries of Dortmund, Westphalia. In 1883, his apprenticeship ended, he welcomed the call of a younger brother, Gottfried, then already established as an export merchant in New York, to found with him in East New York, at its present site, a typically German brewery, to be conceived on modern and scientific principles. The brothers, as a partnership, secured title to a small old-style brewing plant, then in disuse, and found the problem to convert it to newer ideas a fight against tremendous odds. At the outset, Michael was its brewer, superintendent, and engineer, his accumulated experience fitting him admirably for the multiplicity of his duties. In the early days of the converted plant, Michael found that his hours were from four o’clock in the morning till ten at night. At last, in 1888, the ability of his brother as the financial head of the firm and the excellence of his own products assured success and the long struggle was won. The country which had offered him his opportunity for success he gladly and promptly adopted as his own, being admitted to citizenship in 1888. The enterprise prospered and the partnership became a corporation in 1898, with an established business of national reputation. The popular demand for the products of the plant, — then a novelty in the American brewing industry: a typical German beer, — necessitated enlarged facilities.

Michael-Piel-1900

A new era began. The acquired plant was demolished and a new plant, offering Michael the long-sought opportunity for the application of his talents, was erected. Subterranean cellars made way for a building of cellars above surface, under modern refrigeration. The plant, completed, represented a new achievement in brewing construction; it continues to serve as a model of the German-type plant. New principles were easily adopted by him and many ideas of his own creation were applied. Continued success justified this enlargement of facilities, and twice more during his lifetime the plant was expanded in size and facilities. The brewery’s reputation spread abroad, and for years brought brewing academicians, experts, and scientists from Europe and South America to note his work. Many of his ideas were copied abroad. The plant enjoyed the distinction, as the result of Michael’s constant scientific advances in his field, of the continued exchange with European authorities of German brewing ideas, a unique achievement for an American manufacturer. He retired from active management as the technical head of the corporation in 1900, devoting his last years to the acquisition of German paintings of hunting scenes. He was an enthusiastic sportsman, and was particularly devoted to hunting, fishing, and yachting. In 1901 he acquired the Parlin Farm, situated in a basin of the Maine Boundary Mountains, on the Quebec-Portland Highway, on the line of Arnold’s Retreat. It is recognized as one of the most attractive residences of the State. He married 19 March, 1882, Maria Gertrud, daughter of Josef and Agnes (Holz) Herrmann, at Bochum, Westphalia. His widow and nine children survived him.

michael-piel-1900s

PielsSign1947

Piels--Beer-Labels-Piel-Bros

Filed Under: Birthdays, Just For Fun Tagged With: History, New York

Historic Beer Birthday: Ebenezer Beadleston 

March 27, 2025 By Jay Brooks

Today is the birthday of Ebenezer Beadleston (March 27, 1803-November 12, 1889). He was born in New York, and ran his father-in-law’s brewery, eventually taking it over with a partner and calling it the Beadleston and Woerz Brewery, although it traded under the name Empire Brewery. It remained in business until 1920, when Prohibition closed it for good.

The Beadleston and Woerz Brewery

Here’s a short biography from his Find-a-Grave page:

Ebenezer Beadleston was born in Queensbury, New York. In 1846 his father-in-law, Abraham Nash hired him to manage the Manhattan branch his thriving Troy New York brewery. The brewery was called Empire Brewery of New York City. Later Beadleston and partner Ernest G. W. Woerz, grew the brewery into one of the largest such concerns in the country. Ebenezer Beadleston died on the 12th of November, 1889. His brewery lived on for another 30 years, finally done in, in 1920, by National Prohibition.

Here’s his obituary from The Post Star, November 14, 1889, reprinted from The Sun the day before.

And here’s his obituary from the Baltimore Sun:

And this one is from The Evening World:

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: New York

Historic Beer Birthday: Maximilian Schaefer

March 23, 2025 By Jay Brooks

schaefer
Today is the anniversary of the death of Maximilian Schaefer, whose exact birth date is not known (1819-March 23, 1904). He was born in Wetzlar, which is part of Hesse, in what today is Germany. He arrived in New York in 1839, a year after his brother Frederick came to America, and the two co-founded F&M Schaefer Brewing Co. in 1842. It was Max who brought with him a recipe for what would become their lager beer.

max-schaefer-medallion

This is his obituary from Find a Grave:

Beer Magnate. In 1839 he emigrated to the United States, carrying with him the recipe for lager, a popular brew in Germany that was then unknown in America. He joined his brother Frederick in the employ of a local brewer, and in 1842 the Schaefer brothers bought out the owner, establishing F & M Schaefer Brewing. Lager proved popular and the Schaefer company became one of the country’s largest beer producers, with Maximilian Schaefer remaining active in the company until failing health caused him to retire in the late 1890s. By the early 1900s, its customer base in the Northeastern United States made Schaefer the most popular beer in the country, a position it maintained until ceding it to Budweiser in the 1970s. The Schaefer brand continued to decline, and as of 1999 is owned by Pabst Brewing, a holding company that contracts for the brewing of formerly popular regional brands.

This is what the brewery looked like in 1842, when Maximilian and his brother opened the brewery.

schaefer-brewery-1842

Below is part of a chapter on the history of F&M Schaefer Brewing Co., from Will Anderson’s hard-to-find Breweries in Brooklyn.

Longest operating brewery in New York City, last operating brewery in New York City [as of 1976], and America’s oldest lager beer brewing company — these honors, plus many others, all belong to The F. & M. Schaefer Brewing Co.

“F. & M.”, as most breweriana buffs know, stands for Frederick and Maximilian, the brothers who founded Schaefer. Frederick Schaefer, a native of Wetzlar, Prussia, Germany, emigrated to the U.S. in 1838. When he arrived in New York City on October 23rd he was 21 years old and had exactly $1.00 to his name. There is some doubt as to whether or not he had been a practicing brewer in Germany, but there is no doubt that he was soon a practicing brewer in his adopted city. Within two weeks of his landing, Frederick took a job with Sebastian Sommers, who operated a small brewhouse on Broadway, between 18th and 19th Streets. Frederick obviously enjoyed both his job and life in America, and the next year his younger brother, Maximilian, decided to make the arduous trip across the Atlantic also. He arrived in June of 1839 and brought with him a formula for lager, a type of beer popular in Germany but unheard of in the United States. The brothers dreamed, and planned, and saved – and in the late summer of 1842 they were able to buy the small brewery from Sommers. The official, and historic, starting date was September, 1842.

schaefer-brewery-1849
The new brewery they built in 1849.

Sommers’ former facility was a start, but that’s all it was, as it was much too small. New York beer drinkers immediately took a liking to “the different beer” the brothers brewed, and in 1845 Frederick and Maximilian developed a new plant several blocks away, on 7th Avenue, between 16th and 17th Streets (7th Avenue and 17th Street is today, of course, well known as the home of Barney’s, the giant men’s clothing store). This, too, proved to be just a temporary move; the plant was almost immediately inadequate to meet demands and the brothers wisely decided to build yet another new plant, and to locate it in an area where they could expand as needed. Their search took them to what were then the “wilds” of uptown Manhattan. In 1849 the brewery, lock, stock and many barrels, was moved to Fourth Ave. (now Park Avenue) and 51st Street. Here, just north of Grand Central Station, the Schaefers brewed for the next 67 years, ever-expanding their plant. The only problem was that the brothers were not the only ones to locate “uptown.” The area in the 40’s, 50’s and 60’s grew rapidly all during the last half of the 19th century, and especially after the opening of the original Grand Central Terminal in 1871. Frederick and Maximilian had wisely purchased numerous lots between 50th and 52nd Streets, and by the time they passed away (Frederick in 1897 and Maximilian in 1904) the brewery was, literally, sitting atop a small fortune. Maximilian’s son, Rudolph J. Schaefer, fully realized this when he assumed the Presidency of the brewery in 1912. In that same year Rudolph purchased the 50% of the company owned by his uncle Frederick’s heirs. He thus had complete control of the brewery, and one of the first matters he turned to was the suitable location for a new, and presumably everlasting, plant. In 1914, in anticipation of its move, Schaefer sold part of the Park Ave. site to St. Bartholomew’s Church. This sale, for a reputed $1,500,000, forced Rudolph to intensify his search for a new location. Finally, in June of 1915, it was announced that the brewery had decided on a large tract in Brooklyn, directly on the East River and bounded by Kent Avenue and South 9th and 10th Streets. Here, starting in 1915, Rudolph constructed the very best in pre-Prohibition breweries. The move across the river to their ultra-new and modern plant was made in 1916, just four years before the Volstead Act crimped the sails (and sales!) of all United States breweries, new or old alike.

schaefer-brewery-1842-1892

rudolph-and-family

The Schaefers around 1895, with Maximilian Schaefer sitting down, his son Rudolph Schaefer standing behind him, Maximilian holding F.M. Emile Schaefer, his grandson and Rudolph’s son on his lap.

schaeferbrewing150

Schaefer-family
Three generations of Schaefers.

Filed Under: Birthdays, Just For Fun Tagged With: History, New York, Schaefer

Beer In Ads #4904: It’s Here! The Genuine Bock Beer!

March 9, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, 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 if for Rheingold Genuine Bock Beer and was published March 9, 1959. The ad was created for Liebmann Breweries, founded in 1837. The lithograph was created in 1880.  The ad is signed but I’ll be damned if I can read the signature. Best I can make out is something like … well, no, I looked again and I can’t make heads or tales of it. I do love the stenciling on the keg and the goat peeking out from behind it, but especially the letter from Dr. Ringelmann, Secretary of State, about the Original Gravity.

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

Beer In Ads #4902: Have One With Me Bock

March 7, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, 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.

Friday’s ad for Bock Beer depicts a woman sitting on a wall, with a stein in one hand and a glass of beer raised up in the other. A goat is at her feet. The Library of Congress indicates that this poster is considered number 179 and is titled “Have One With Me,” but there’s nothing on the poster itself to indicate this is the case. The chromolithograph was created in 1893.  The lithographer was H. Schile & Co. of 18 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company.

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

Beer In Ads #4898: Schaefer Beyond Bock Beer

March 3, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, 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.

Monday’s ad is is for Schaefer Bock Beer, and is not from 1940, but is undoubtedly is a fake someone made over the last few decades based on the Dr. Seuss’ book, “On Beyond Zebra!,” which was published in 1955. But keeping in the spirit of Theodor Geisel‘s birthday yesterday, I thought why not. It’s pretty well done.vThe brewery was the F. & M. Schaefer Brewing Co. originally of New York, New York, which was founded in 1842. Today is the birthday of Theodore Geisel, better known as Dr. Seuss. Before he started writing popular children’s books, he worked for a number of years doing illustrations and art for various company advertising campaigns, including for a couple of beer companies, like the one I shared yesterday for Schaefer.

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

Beer In Ads #4897: Schaefer Bock Beer

March 2, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, 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 is for Schaefer Bock Beer, and is from 1940. The brewery was the F. & M. Schaefer Brewing Co. originally of New York, New York, which was founded in 1842. Today is the birthday of Theodore Geisel, better known as Dr. Seuss. Before he started writing popular children’s books, he worked for a number of years doing illustrations and art for various company advertising campaigns, including for a couple of beer companies, like this one for Schaefer.

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

Beer In Ads #4894: Piel’s Light Bock

February 27, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, 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 ad is is for Piel’s Light Bock Beer, and is from March of 1949. While I’m aware of lighter colored bocks not being uncommon, this is the first time I’ve seen one advertised as a “light bock.” Piel’s Brewing was founded in 1883 in Brooklyn, but by the 1960s they started closing breweries and by 1973 they were all shut down, and the brand sold to another conglomerate. The brand tried to restart in 2018, but it must not have lasted long because of their new social channels ar dormant. I do quite love the gnomes with the goats.

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

Beer In Ads #4883: Bock Bier In Color

February 16, 2025 By Jay Brooks

Last year I decided to concentrate on Bock ads. Bock, of course, 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 for “Bock” depicts what looks like a blind goat holding a large mug of beer while leaning over a wooden cask with “Bock Bier” carved into it. The hand-colored lithograph was created in 1880.  The lithographer was H. Schile & Co. of 18 Division St. in New York City. Henry Jerome Schile was born in Germany, and emigrated to the U.S. in 1851, settling in Manhattan, which is where he opened his own print company.

Filed Under: Art & Beer, Just For Fun Tagged With: Advertising, Bock, History, New York

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